07-05-2025
How To Win Market Share Without Discounting Your Brand To Death
Erik Huberman is founder and CEO of Hawke Media, a full-service marketing consultancy, and author of The Hawke Method.
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In today's cutthroat economy, slashing prices often feels like the only way to stay competitive. But the best brands aren't racing to the bottom. They're winning market share without devaluing their products.
Here's the hard truth: Competing on price alone is a losing game. The moment you train customers to wait for a sale, you erode your margins, dilute brand equity and become just another commodity.
So, how can you thrive without relying on constant discounts? Let's break it down.
Double Down On Brand Equity
If your brand isn't memorable, you have no pricing power. So invest in storytelling, positioning and an identity that commands a premium. Customers buy into the experience, not just the product.
How to apply this:
• Refine your brand story: Don't just explain what you sell—articulate why you exist. Position yourself as a movement or mission, not a product line.
• Invest in brand assets: Develop founder-led content, a high-end visual identity and long-form storytelling that communicates depth, not just features.
• Own your category language: Coin terms, reframe problems and use distinct phrasing to build mental real estate. Category kings don't copy—they redefine.
Leverage Exclusivity And Limited Releases
People don't just want what's cheap—they want what's scarce. You can create urgency without lowering prices, using exclusivity to build desirability and loyalty.
How to apply this:
• Launch 'first access' drops: Use text messaging lists and VIP lists to give loyal customers early or exclusive access to new products.
• Introduce capsule collections: Create time-bound product lines tied to seasons, collaborations or microtrends to keep your offering fresh.
• Create visible scarcity: Add 'limited stock' indicators, countdown timers or exclusive product badges to amplify urgency without using discounts.
Focus On Value-Driven Incentives—Not Discounts
Offer something more valuable than a discount, such as exclusivity, personalization or additional perks that increase perceived value without cutting into margin.
How to apply this:
• Build bundles with intent: Curate product pairings that increase utility or enjoyment (e.g., starter kits or seasonal essentials).
• Surprise with micro-perks: Offer free samples, personalized thank-you notes or early previews to make full-price feel rewarding.
• Elevate loyalty programs: Move beyond points—build experiences. Give loyalists early access, exclusive content and gated offers.
Optimize First-Party Data For Smart Pricing
Pricing isn't a guessing game anymore. AI and customer data enable pricing strategies that adjust in real time based on demand, life cycle stage and customer profile—without universal markdowns.
How to apply this:
• Segment your offers: Tailor incentives to customer life cycle—offer onboarding bonuses for new users and loyalty rewards for returning ones.
• A/B test your pricing structure: Don't just test discount percentages—test different bundles, added perks and price anchoring models.
• Use tech to scale: Employ customer data platforms or personalization software to present optimized offers based on behavior and engagement.
Master The Art Of Subscription Models
Don't just sell a product—create habitual behavior. Beyond being convenient, subscription models help lock in loyalty and reduce churn.
According to Zuora's 2022 Subscription Economy Index, subscription businesses grew over four times faster than the S&P 500 from 2012 to 2021.
How to apply this:
• Start with replenishable products: Identify which products lend themselves to automatic delivery, and then build a low-friction sign-up path.
• Bundle in loyalty: Use subscriptions to unlock members-only offers, exclusive drops or community perks—not just auto-shipping.
• Create a flexible experience: Allow customers to pause, swap or skip deliveries. Flexibility can reduce churn and increase lifetime value.
Engineer Emotional Buying Experiences
Research shows that consumers will pay more for a better experience. When shopping feels easy, personalized and exciting, your product becomes more valuable—without changing it at all.
How to apply this:
• Refine the journey: Ensure your funnel—from ad to checkout—is seamless, fast and intuitive. Every delay is a drop-off risk.
• Personalize the path: Use quizzes, product guides or customer data to offer relevant products that feel curated, not generic.
• Deliver post-purchase delight: From branded unboxing to automated follow-up sequences, use every touchpoint to reinforce value and build relationship equity.
Build Community-Led Growth
A strong community drives organic demand, and demand lets you maintain pricing power. Community isn't just marketing—it's insulation from churn and pricing pressure.
How to apply this:
• Activate your top 1%: Turn your best customers into ambassadors through referral incentives, behind-the-scenes access or content co-creation.
• Create shared rituals: Launch monthly themes, product drops or challenges that keep customers connected and participating.
• Build two-way connection: Use platforms like Discord, private Instagram groups or branded Slack channels to listen and respond. Community thrives on acknowledgment.
The Bottom Line: Compete On Value, Not Price
If your only strategy is slashing prices, you're training customers to devalue your brand. So play a different game by building brand equity, leveraging scarcity and creating experiences that make discounts irrelevant.
Price-cutting might get you short-term revenue, but you win real market share through brand strength. The brands that understand this aren't just surviving—they're thriving.
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