Aspirations of the Millennial Homeowner

November 9th, 2017 by

 

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

August 29th, 2017 by

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

August 4th, 2017 by

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

July 17th, 2017 by

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?

June 30th, 2017 by

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

June 8th, 2017 by

 

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

Life Begins at the End of Your Comfort Zone

May 5th, 2017 by

Introducing the Ramey Reach Higher Grants

Last year, I helped sail a boat in an overnight race from Key West to Cuba – which for me was literally and figuratively sailing into the unknown. Not only had I never sailed a boat out of sight of the shoreline, I had certainly never sailed through the Florida Straits to a communist country where my visit still technically fell into a semi-gray area of legality. »  Read More

Micro Influencers, Major Results.

March 27th, 2017 by

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

A Tale of Two Cities

February 9th, 2017 by

High-End Brands Face the Best of Times, the Worst of Times

 

It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair, we had everything before us, we had nothing before us, we were all going direct to Heaven, we were all going direct the other way. »  Read More

Generational Marketing: Change Your Approach, Not Your Product

January 30th, 2017 by

 

Why targeting your marketing to a specific generation produces results.

 

I have always been fascinated by generational marketing and have written about Millenials here before. But, what about other generations? Affluent shoppers are not all created equal; what some shoppers connect to strongly, others will not value as highly. »  Read More