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

The (Modular) High-End Home Brand is Here

Image via Rockwell Group

 

A new luxury concept challenges conventional thinking.

 

When Fred Carl founded Viking Range in the mid-1980s, he challenged the status quo in the appliance world by creating a new category of professional-style cooking equipment created exclusively for the home. »  Read More