One of the things I see time and time again is high-end home brands shying away from cutting-edge marketing. They often follow the trends instead of making them. In a historically traditional industry, I see why some brands keep their marketing conservative, but I want to challenge that mentality. » Read More
Over the years, my post about finding and connecting with this group has remained one of the most popular. And a topic I often discuss with clients and colleagues in the high-end home space.
A few years ago, there was a surprising trend brought to light by Wealth-X, a smart global research and prospecting firm that specializes in providing insights and intelligence on UHNW individuals to global private banks and luxury brands. » Read More
Marketers of high-end brands should always prioritize quality over quantity.
We live in a world of constant content, to the tune of 500 million tweets, 4.3 billion Facebook posts and 500 million hours of YouTube uploads each day. Often, we are force-fed the same content by a single corporation across multiple channels. » Read More
A high-end home brand that provides options can dramatically impact a buyer’s perception of value.
When brand marketers face the inevitable dilemma of expanding a product line, an often difficult decision is whether to go up- or down-market. Either choice has its own inherent risks and rewards: Introducing a lower-priced line of products may open your brand to a new kind of consumer, but you need to be careful not to commoditize your brand. » Read More
If you’re not thinking strategically about content, you’re in trouble.
How many times per day do you read or hear or talk about content marketing?
If you’re like many of the home brand marketers I know, I’d imagine that you and your team think about it a lot. » Read More