How to Build Brand Value and Avoid the Discount Death Spiral
10:30 - 11:00 Round 1: Breakout Sessions
Brands discount away 20% of revenue, yet most default to lazy price cuts that erode margins and train customers to wait for deals. This session introduces the Creative Currencies framework — eight categories of non-financial promotional value, validated by System1 Group research across 1,800 consumers in six markets and shows how leading brands use them to drive engagement and protect the bottom line.
Sam Panzer, Director of Industry Strategy at Talon.One
How do we break the cycle of discount dependence that's destroying brand premium? What's the practical framework (the 8 Creative Currencies) and what are the technical requirements — CDP, loyalty platform, engagement platform — needed to execute?
Highlights you'll learn about during the session:
Consumer research shows that while consumers default to discounts, gamified and creative mechanics score highest on the brand-building metrics that drive long-term commercial value.
Creative promotions unlock a wider range of customer behaviours — not just transactions — by offering value beyond price.
The 8 Creative Currencies give marketers a practical framework for designing promotions that protect margins, build brand equity, and break the Discount Death Spiral.
About the speaker
Sam Panzer leads industry & marketing strategy at Talon.One, advising businesses on how to run effective loyalty programs and promotions. His research and thought leadership focuses on how brands can move beyond simple price discounting to drive profitable customer behaviour through loyalty. In his 7 years at Talon.One he has supported customers including H&M, Sephora, and Costa Coffee.
