Column by subject

Pricing and value

The right stuff Campaign, April 2017

Retailer Next says today’s consumers are ‘buying less stuff’. Helen says Next needs to work harder on its product and pricing

Fit and fighting Campaign, October 2016

Tesco v Unilever is a reminder that price is a flashpoint in the battle for consumer hearts and minds

Pricing pioneers Campaign, June 2016

Pricing is an underused tool. Helen reveals the three questions you need to ask to ensure you’re using it better

A good price Marketing, June 2012

What does your pricing say about your brand?

The deal is off Marketing, February 2012

Why Groupon-style discounting is no way to attract valuable new customers

Value and habit Marketing, February 2012

Why value brands aren’t always cheap