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

The Dramatic Differences Between Younger and Older Affluents

Be wary of a “one size fits all” marketing approach.

 

Too many marketers believe that affluent consumers behave alike – when in fact, they are as diverse a group as the general population.

Researcher Bob Shullman has written, “There are significant differences on many issues depending on their household income, wealth, age, and gender.

 »  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

Green Drives Green for High-End Home Brands

The growing impact of eco-friendly homes.

 

Not all affluent consumers are environmentally conscious and not all environmentally conscious consumers are affluent. But there is a decent overlap between the two – and I believe that there is opportunity in that shared space for forward-looking marketers. »  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

The (Modular) High-End Home Brand is Here

Image via Rockwell Group

 

A new luxury concept challenges conventional thinking.

 

When Fred Carl founded Viking Range in the mid-1980s, he challenged the status quo in the appliance world by creating a new category of professional-style cooking equipment created exclusively for the home. »  Read More