A Picture Worth (Way More Than) A Thousand Words

 

How high-end brands can win on the “visual Web”. 

 

I am a visual person. I love most genres of photography. I rarely meet a Tumblr post or a Venn diagram that I don’t like. And my colleagues joke that the number-one thing I say in meetings is, “draw me the picture.”

It turns out that I’m not the only one. »  Read More

Another Smart Way to Segment Affluent Consumers

High-end home brands can benefit greatly by better understanding consumers.

 

One of the common themes at Upward Home is this: affluent consumers are not a homogeneous group who can be marketed to in the same way. Rather, they are remarkably diverse – in terms of their buying and usage patterns, media consumption, and their path-to-purchase. »  Read More

Smart New Insights From The Smart Home

What high-end home brands can learn about the connected home. 

 

I continue to be fascinated with the concept of the smart home – or as some call it, the connected home – because I think that technology will have an increasingly dramatic impact on high-end home brands during the next few years. »  Read More

The 2015 Checklist for High-End Home Brands

A few thought-provoking questions to help jump-start your year. 

 

Most of the marketers I know tend to attack a new year with gusto and a renewed sense of purpose. This fresh start provides us with a great opportunity to reassess the health of our brands and our marketing initiatives. »  Read More

Affluents Tell High-End Home Brands How to Engage Them

New research illustrates how consumers are engaged by medium.

 

If affluent consumers told you exactly how to engage with them, would you find that information helpful? Might those insights help you sharpen your marketing efforts?

A recent study asked affluent consumers about the marketing communications they might see across a variety of mediums and platforms – and asked them to weigh in on how engaged they are with those messages. »  Read More

The Dramatic Differences Between Younger and Older Affluents

Be wary of a “one size fits all” marketing approach.

 

Too many marketers believe that affluent consumers behave alike – when in fact, they are as diverse a group as the general population.

Researcher Bob Shullman has written, “There are significant differences on many issues depending on their household income, wealth, age, and gender.

 »  Read More