High-End Brands Face the Best of Times, the Worst of Times
It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair, we had everything before us, we had nothing before us, we were all going direct to Heaven, we were all going direct the other way. » Read More
New research reveals fascinating opinions among millionaires.
What group of Americans is concerned enough about wealth inequality that they actively provide financial support to poverty programs and educational opportunities for low-income children – and support a higher minimum wage and more taxes on the rich? » Read More
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Yes, they are different, but don’t assume that they don’t consume media like everyone else.
The high-end marketplace often thinks of Ultra High Net Worth (UHNW) consumers as exotic and mysterious creatures, like Sundarbans tigers. » 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
Finding balance between creative and analytics isn’t always easy.
“My job today looks nothing like it did just a few years ago,” said a friend who has served as CMO of a high-end home brand for the past ten or so years. » Read More
Buying decisions continue to be made after the actual purchase.
Marketers of high-end brands understand Plato’s description of emotion and reason as two horses pulling us in different directions. After all, it can be painful when you’ve carefully helped a customer along the path to purchase, only to have her return the product the following week. » Read More
Sophisticated home brands need not compromise their core principles to find an audience on YouTube.
The opportunity to create video content that consumers seek out and share with friends is there for any advertiser. And with more than 1 billion unique users visiting YouTube each month, the potential rewards are clear. » Read More
Do you understand how consumers are shopping your brand?
More and more consumers are using mobile devices to shop for home-related brands. And since one of the top-five purchase categories for smartphones is the home, you would expect that home brands would finally get into the game. » Read More
Driving progress towards clear goals can take your brand to a higher level.
I remember the first time a client admitted, “I’m not sure that we know what success looks like.” Sales and profits at his high-end home brand were solid. » Read More
With affluent consumers choosing exotic materials and contemporary designs, the rest of the home may just follow suit.
I’ve always believed that high-end kitchen cabinets were not only a good forecast tool for design trends, but also a sort of “leading financial indicator” for the entire high-end home category. » Read More