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
How the Millennial experience continues to impact high-end brands
I read an interesting piece recently about Millennials in TheNew 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
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
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
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
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
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
I'm Chris Ray. Over the last 30 years, I’ve worked with some of America’s most notable high-end home brands – and led them to the ever-evolving affluent consumer. Upward Home was created to deliver insights and observations about the high-end marketplace and demographic. Here you will find innovative strategies and tactics designed to help you build brands, generate leads, and drive sales.
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