Stakeholders Need Numbers to Realize the Value of Marketing

March 27th, 2018 by

Photo by Jehyun-Sung on Unsplash

 

Sometimes CMOs have to help other decision-makers understand that marketing entails more than advertising—particularly in the case of high-end brands.

A recent study from Notre Dame’s Mendoza College of Business, Stanford University and London Business School examined 506 CEOs of large corporations and found that 25 percent have a marketing background. »  Read More

When it Comes to Content, Think Curated-Not Cluttered

March 13th, 2018 by

Photo by Christian Fregnan on Unsplash

Marketers of high-end brands should always prioritize quality over quantity.

We live in a world of constant content, to the tune of 500 million tweets, 4.3 billion Facebook posts and 500 million hours of YouTube uploads each day. »  Read More

The Down Payment Will Have to Wait

February 27th, 2018 by

How the Millennial experience continues to impact high-end brands

I read an interesting piece recently about Millennials in The New York Times, which demonstrates the highs and lows of this remarkable group of consumers – and the challenges faced by marketers of high-end brands to impact their buying decisions. »  Read More

Building Brand Loyalty One Relationship at a Time

February 13th, 2018 by

Photo by Elizabeth Tsung on Unsplash

Affluent consumers need something nonnegotiable from their high-end brand counterpart, and that is recognition. Customers know how much their purchase is worth, and they seek appreciation for their loyalty. In fact, 72% of affluent consumers seek genuine relationships with high-end brands, according to the YouGov Affluent Perspective 2017 Global Study. »  Read More

Is the Year Ahead a Threat or an Opportunity?

January 15th, 2018 by

Is the Year Ahead a Threat or an Opportunity?

For Marketers of High-End Brands, the Answer Is Yes

Your consumer is evolving in dramatic ways, your job may be in jeopardy, and your team is cranking out irrelevant content. Nobody ever said it would be easy. »  Read More

4 Marketing Trends to Watch for in 2018

November 30th, 2017 by

This post was written by the Upward Home team.

With 2018 right around the corner, it’s time to embrace the marketing trends that are going to increase engagement and revenue. These four trends are set to dominate the landscape next year and beyond. »  Read More

Aspirations of the Millennial Homeowner

November 9th, 2017 by

 

And how they will impact high-end brands

To understand the heart and mind of a person, look not at what he has already achieved, but at what he aspires to.

That simple quote from Gibran helps me understand what’s going on in the housing market with Millennials. »  Read More

The Myth of Working vs. Non-Working Dollars

August 29th, 2017 by

A new way of thinking for marketers of high-end brands

Recently, I was asked by a client to lower the fees on a targeted digital campaign because the ratio of “working dollars” to “non-working dollars” was out of whack. The problem wasn’t that the fees were too high; rather, the media dollars were 60% lower than what the competition spends for a similar campaign. »  Read More

Leveraging the Luxury Experience Economy

August 4th, 2017 by

This post was written by the Upward Home team.

The Experience Economy

For luxury brands, business as usual is just not enough in today’s economy. Consumers expect premium quality, but now they want more. Some economists say that we are moving from selling goods and services to selling consumer experiences. »  Read More

High-End Humor for the High-End Brand

July 17th, 2017 by

This post was written by the Upward Home team

Humor is often the key ingredient in an advertising video gone viral. When we associate a high-end home brand with the great laugh we experienced, (thanks to its effective advertising campaign) we are hardwired to buy the product that made us feel good. »  Read More