89: Why discounts destroy brands with "revenue architect" Dave Wakeman

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We’ve gone bar crawling in Washington DC and laid bait of Tanqueray & tonic to lure and lubricate the writer, teacher, speaker and “Revenue Architect” Dave Wakeman this week.

Clients call him a “shot of adrenaline”, and his work has taken him around the world working with some of the world’s biggest brands like American Express, Google, Coca-Cola, Nike, and the Boston Red Sox. He’s also the host of the number 1 podcast in the world for folks marketing and selling sport, theatre, and experiences: The Business of Fun.

Join us for a proper session that takes us through his unique route into marketing via nightclubs, how gin taught him about customer experience and pricing (hic), leveraging Eddie Vedder, the vital choices faced when considering your strategy, The key P pricing, why discounts destroy brands, the meh metaverse and loads more.

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Follow Dave on Twitter and LinkedIn.

Check out his website, which is also a good place to see his upcoming events around the world.

Here’s the amazing EB Research Partnership Dave worked with.

Two useful resources: a LinkedIn article on value-based pricing and an article on the 10 core strategy principles.

Timestamps

(2:30) - Quick Fire Qs

(07:45) - First ever job

(11:30) - Falling into Nightclubs

(18:50) - Price

(19:40) - Going from Nightclubs to Marketing

(22:35) - Different challenges with different types of live experiences

(26:20) - Route into and learnings on marketing

(30:10) - Gaining confidence and adding value to marketing

(31:40) - Eddie Vedder Story

(37:00) - Listener questions

(59:25) - 4 Pertinent Posers

(59:30) - Advice to younger self

(1:02:05) - Banish one thing from the industry

(1:04:30) - Recommended books

Dave’s book recommendations are:

A New Way to Think by Roger L. Martin

Managing for Results by Peter F. Drucker

Underworld by Don DeLillo

The Sheltering Sky by Paul Bowles

The Sun Also Rises by Ernest Hemingway

The Confessions of the Pricing Man by Hermann Simon
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