Find the right social media influencer for your high-end home brand
This post was written by The Upward Home Team
Luxury brands have been slow to embrace the power of social media. Many are worried it will hurt the integrity and exclusiveness of their image. » 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
The growing impact of eco-friendly homes.
Not all affluent consumers are environmentally conscious and not all environmentally conscious consumers are affluent. But there is a decent overlap between the two – and I believe that there is opportunity in that shared space for forward-looking marketers. » 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
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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
If you understand the opportunities, your brand has unlimited potential.
Marketers of high-end brands often tell me about the one-two punch they faced during the past several years. If the global recession didn’t knock them on the mat, the explosion of digital marketing certainly made them see stars. » 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
While the essence of your brand must remain the same, today’s media choices force marketers to loosen the rules.
One of the reasons paid advertising is still so seductive for marketers, is that it’s the only brand space that is completely, utterly controllable. » Read More