The aim of marketing is to know the consumer so well that the product sells itself. This idea, courtesy of Peter Drucker, is deceivingly simple, yet sometimes hard to execute — especially for high-end brands trying to connect with affluent consumers. » 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
How the Millennial experience continues to impact high-end brands
I read an interesting piece recently about Millennials in The New York Times, which demonstrates the highs and lows of this remarkable group of consumers – and the challenges faced by marketers of high-end brands to impact their buying decisions. » Read More
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
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
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
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
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
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.