5 Observed Laws Of Pricing

1. Once a thing has been free you cannot charge for it without a significant brand or improvement (e.g. no-spy public wifi)

2. The more expensive a thing gets, the more expensive we expect it to get. Discounts are then counterproductive.

3. Brands and sales do not go together.

4. Charging for a thing makes it seem better. Often the less you charge, you find you cannot give it away.

5. The less you charge for a thing the more aggravated a customer gets over minor variations in price. So charge one price if possible (eg McDonald's coffee $1 for any size).


Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, www.AllThingsBrand.com and www.DannielleBlumenthal.com, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.