Clickers vs. Converters Among High-End Home Brands

Make sure your measurements match your goals.   The young marketing team for a high-end home brand was reviewing the analytics for the company’s latest digital ad campaign. The campaign looked great, and as best they could tell, the ad units were generating a decent level of click-throughs to the campaign landing page. If the […]

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Cooking from scratch: Upward Home interviews Eric Deng, Hestan

Editor’s Note: We are excited to launch a new series of interviews with some of the leading voices in the high-end home industry. Today we visit with Eric Deng, Co-Founder and President of Hestan Commercial Corporation, who is shaking up the culinary world with the launch of Hestan Commercial, Hestan Outdoor, and Hestan Indoor. Chris […]

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Launching Your Brand Upmarket

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. One of the most exciting facets of this launch was collaborating with both our client […]

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The Dramatic Differences Between Younger and Older Affluents

Be wary of a “one size fits all” marketing approach.   Too many marketers believe that affluent consumers behave alike – when in fact, they are as diverse a group as the general population. Researcher Bob Shullman has written, “There are significant differences on many issues depending on their household income, wealth, age, and gender. […]

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Down But Not Out: How Affluents Shop for High-End Home Brands

You know the story, but do you know the lessons learned from it?    Prior to the global financial crisis, affluent consumers spent above their means, in large part due to phantom-like perceived wealth. “Their housing values were going up and their 401k’s were going up, so they felt wealthy and tended to spend above […]

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Beyond the Purchase of High-End Home Brands

Buying decisions continue to be made after the actual purchase. Marketers of high-end brands understand Plato’s description of emotion and reason as two horses pulling us in different directions. After all, it can be painful when you’ve carefully helped a customer along the path to purchase, only to have her return the product the following […]

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High-End Home Brand Media Consumption: A “Both/And” Proposition

Affluent consumers enthusiastically consume traditional and digital media.   Marketers of high-end home brands had to make difficult decisions during the economic recession. When revenues fell, so did marketing budgets – and that often meant that media was dramatically cut. More than once, a CMO told me that they were facing a sort of “either/or”  […]

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How Emotions Evolve in the High-End Home Brand Purchase Process

Smart brands work to maximize joy post-purchase.   Your consumer has finally decided that it’s time to update the kitchen, redecorate the living room, or replace the floors downstairs.  As many marketers of high-end home brands know, the purchase cycle for an expensive home-related product could be six months to a year before she finally […]

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High-End Brands: Understanding the Psychological Symbolism of Home

When high-end brands touch timeless, universal human emotions about the meaning of Home, a deeper connection is possible.   All too often, internal discussions about marketing start and end with product features and benefits. Manufacturers tend to define brands solely by their engineering or design, without taking the time to discover the underlying psychological relevance […]

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The New World of Computer-Generated Imagery

How High-End Home Brands Are Benefiting from CGI It used to be that creating fantasy kitchen photography as part of a marketing campaign for our client Viking Range required a highly complex, six-figure photo shoot, complete with skilled set designers, food stylists, and prop masters – not to mention an A-level photographer and producer. During […]

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