Push the envelope right into the high-end home.

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

The Quest for Connection with the Elusive and Mysterious Ultra High Net Worth Consumer Continues

 

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

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

How ‘Luxury’ is Evolving for High-End Brands

Affluent consumers think of luxury differently now. 

 

Stop for a moment and think about how much marketing has changed for high-end brands during the past few years. I recently spoke with a friend who years ago helped me build a strategic alliance between her high-end travel brand and my client’s home brand. »  Read More