How to Humanize Your High-End Brand

Connecting with consumers is key to success

For a luxury brand to succeed in the market, it used to be enough to just be… luxurious. True luxe consumers would naturally trust the premium brand while aspirational consumers would save up to purchase coveted items. »  Read More

Are We (Finally) on the Edge of the Smart-Home Revolution?

 

High-end homeowners are adopting technologies that connect their smart devices with energy-conserving home devices. Is the tipping point near?

 

Affluents, especially the young and middle-aged, are showing strong favor for smart-home devices that marry their desire for maximum convenience with environmental zen. »  Read More

Why You Should Ban the L-Word Now

 

The times are changing—and reaching new affluents requires creative marketing for high-end home brands

 

Do you like luxury?” Affluent and aspiring-affluent Millennials may be saying no, but their lifestyle habits suggest otherwise.

Millennials view the “luxury” label with suspicion, as an elitist holdover from a bygone era with little meaning other than a high price tag. »  Read More

180 Degrees from Thurston Howell III

A shortcut for how to think about affluent consumers.

 

One of the most important jobs for a marketer of high-end brands is to understand the incredibly complex diversity of affluent consumers in the marketplace. They are not a one-dimensional group, even if the mainstream media tends to portray them that way. »  Read More

Understanding the Most Sought-After Segment of Affluent Americans

Business leaders are the heaviest spenders.

 

Affluent consumers drive the U.S. economy.

In an economy where consumer spending accounts for 70% of the country’s gross domestic product, Affluents account for more than 40% of this volume. They are twice as likely to buy, and when they do, spend 3x more than the average household in many categories. »  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

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