Why targeting your marketing to a specific generation produces results.
I have always been fascinated by generational marketing and have written about Millenials here before. But, what about other generations? Affluent shoppers are not all created equal; what some shoppers connect to strongly, others will not value as highly. » Read More
Connecting with consumers is key to success
For a luxury brand to succeed in the market, it used to be enough to just be… luxurious. True luxe consumers would naturally trust the premium brand while aspirational consumers would save up to purchase coveted items. » Read More
5 questions to ask in order to meet the growing trend of planned purchasing.
As more and more consumers carefully plan their major purchases, marketers of high-end home brands need to adapt accordingly. Research shows that affluent consumers are thinking more carefully before buying. » Read More
Affluent consumers think of luxury differently now.
Stop for a moment and think about how much marketing has changed for high-end brands during the past few years. I recently spoke with a friend who years ago helped me build a strategic alliance between her high-end travel brand and my client’s home brand. » Read More
Design helps any brand create a world that customers aspire to live in, but managing that world takes constant vigilance and a few clear rules.
Every now and then, high-end brands go to a place where customers roll their eyes and say, “Give me a break!” How can that happen? » Read More
Marketers who understand the 20/40/60 Rule are more likely to raise their returns.
Michael Silverstein’s seminal book, Trading Up, made a significant impact on my marketing worldview by documenting how companies create high-end brands that appeal to affluent and mass-market consumers. » Read More