Cooking from scratch: Upward Home interviews Eric Deng, Hestan

Editor’s Note: This is the first in a series of interviews with some of the leading voices in high-end home industry. Eric Deng is the President of Hestan Commercial Corporation Over the last five years, he has launched three game-changing culinary lines: Hestan Commercial, Hestan Outdoor and Hestan Indoor. »  Read More

The Down Payment Will Have to Wait

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

Is the Year Ahead a Threat or an Opportunity?

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

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

 

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

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

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

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

Affluent Brands and Cross-Promotion: Is the reward worth the risk?

This post was written by the Upward Home team

Cross-promotion can be a mutually beneficial tool for brands looking to expand their footprint and attract a new audience.

Many marketers struggle with cross-promotion, especially when it comes to high-end brands. There is an inherent risk of muddling your top tier brand name with one of a lower reputation, thus putting your company in the wrong conversation. »  Read More

Digital Storytelling in the High-End Market

 

Affluent Consumers want a connection. Not a sales pitch.

Affluent consumers buy differently. They research large purchases and seek not only a wise choice, but also genuine benefits and an authentic experience. In fact, 70% of affluent consumers say they prefer to learn about a product or service through content rather than traditional advertising. »  Read More