Charlie Munger on Pricing Power

In the 2007 Berkshire shareholder letter, Buffett - crediting Munger throughout - used the See's Candies acquisition as the textbook case for what a brand franchise actually does to a business. Berkshire had bought See's in 1972 for $25 million, against an asset value of about $8 million and pre-tax earnings of about $4 million. The price looked full to the traditional cigar-butt investor, and Buffett had initially hesitated. Munger had pushed him to pay it, arguing that the franchise was worth the premium because the brand could raise prices year after year without losing volume. The retrospective made the math visible. See's had generated pre-tax earnings cumulatively in the many hundreds of millions of dollars in the years since purchase, on the original $25 million base. The asset base had grown only modestly. The incremental capital required to grow the business had been tiny relative to the cash thrown off. The whole return had come from the brand's pricing power, not from reinvestment. That, Munger and Buffett were saying, is what a real moat looks like - the cash grows faster than the asset base because customers keep paying up for the name. Munger's investment lesson, distilled in the 2007 letter, was that See's taught Berkshire to look past the cigar-butt habit and toward the great franchise. The intangibles - brand, distribution, customer loyalty, pricing power - were not a speculative add-on to intrinsic value. They were the source of it. The companies that grew cash faster than assets were the companies that compounded intrinsic value per share, and the only way to find them was to look at the qualitative strengths that traditional accounting did not capture. See's was the school. Every later Berkshire acquisition - Coca-Cola, Gillette, GEICO in full - was a graduate of that school.