Sometimes CMOs have to help other decision-makers understand that marketing entails more than advertising—particularly in the case of high-end brands.
A recent study from Notre Dame’s Mendoza College of Business, Stanford University and London Business School examined 506 CEOs of large corporations and found that 25 percent have a marketing background. » 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
Is the Year Ahead a Threat or an Opportunity?
For Marketers of High-End Brands, the Answer Is Yes
Your consumer is evolving in dramatic ways, your job may be in jeopardy, and your team is cranking out irrelevant content. Nobody ever said it would be easy. » Read More
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
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
A picture is worth 1000 words. But credibility is worth much more in sales.
For the past several months my Ramey team and I have been working behind the scenes to help launch an innovative new of line cookware – Hestan NanoBond. » 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.
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
The ever-developing high-end goods market calls us back to our instincts
Growth in high-end home sales may have slowed, bringing the premium goods market with it, but that doesn’t mean you should slow your marketing.
If you’re reading between the lines, you already know that double-digit growth, year after year, isn’t something you want, anyway—it’s a bubble. » Read More
Research reveals fascinating opinions among millionaires.
What group of Americans is concerned enough about wealth inequality that they actively provide financial support to poverty programs and educational opportunities for low-income children – and support a higher minimum wage and more taxes on the rich? » Read More
The surprising answer and how it affects high-end brands.
Most marketers I know would probably agree with Peter Drucker: the aim of marketing is to know the consumer so well that the product sells itself. Yet, at the high-end of the marketplace, why do so many marketers operate on outdated myths and misperceptions about affluent consumers? » Read More