180 Degrees from Thurston Howell III

A shortcut for how to think about affluent consumers.

 

One of the most important jobs for a marketer of high-end brands is to understand the incredibly complex diversity of affluent consumers in the marketplace. They are not a one-dimensional group, even if the mainstream media tends to portray them that way. »  Read More

The 2015 Checklist for High-End Home Brands

A few thought-provoking questions to help jump-start your year. 

 

Most of the marketers I know tend to attack a new year with gusto and a renewed sense of purpose. This fresh start provides us with a great opportunity to reassess the health of our brands and our marketing initiatives. »  Read More

Affluents Tell High-End Home Brands How to Engage Them

New research illustrates how consumers are engaged by medium.

 

If affluent consumers told you exactly how to engage with them, would you find that information helpful? Might those insights help you sharpen your marketing efforts?

A recent study asked affluent consumers about the marketing communications they might see across a variety of mediums and platforms – and asked them to weigh in on how engaged they are with those messages. »  Read More

What LVMH Can Teach High-End Home Brands

Going beyond logos and craftsmanship.

 

When marketers of high-end home brands are seeking insights, trends, and inspiration, sometimes it makes sense to look out-of-category, toward other high-end segments such as automotive, fashion, and travel. A perennial source of inspiration for me is the luxury conglomerate, LVMH, parent company of Louis Vuitton, Bulgari, Dom Perignon, Tag Heuer, and 60 other high-end brands. »  Read More

The Billionaire’s Club and High-End Home Brands

Cracking the code on a very small target group.

 

One of my goals with Upward Home is to dispel myths about affluent consumers, so that marketers can do a better job of building high-end brands and generating sales.

Typically, I focus on the 23 million affluent (HHI $100-249k) consumers in the U.S., as well as the 2.5 million ultra-affluent consumers (HHI $250k+). »  Read More

Important Group of Consumers Returns in 24 Months

How Millennials will impact high-end home brands.

 

What if I told you that a group that makes up 20% of the affluent consumer base in the US is yet to fully participate in the economic recovery – but that when they return, their behavior will look nothing like the behavior of everyone else? »  Read More

8 Encouraging Trends for High-End Home Brands

Recovery of the housing market brings opportunities.

 

If you were to chart the collapse of the housing market a few years ago, the downward line you would draw would be straight, unfaltering and resolute.

Today, if you were charting the recovery, the upward line you’d draw would be wiggly, choppy, and somewhat unsure of itself. »  Read More

7 Digital Best Practices for High-End Home Brands

A new report showcases the habits that successful digital enterprises share.

 

The high-end home category was dramatically and fundamentally altered during the past several years – not only by changes in consumer behavior driven by the recession, but also due to the pace of change brought on by digital technology. »  Read More

Three Surprises about High-End Home Buyers

Affluent consumers drive sales among high-end home brands, so you’d better understand their humble, middle-class values.

 

A few years ago, I spoke to a group marketers of high-end brands. After the session, one of the CMOs in the audience told me that the vast majority of his company’s affluent consumers loved his brand so much because they were “raised like those beautiful people in a Ralph Lauren ad.” Unfortunately, he was mistaken, and when his company’s sales tanked, he soon found himself unemployed. »  Read More