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The Elusive and Mysterious Ultra High Net Worth Consumer Among High-End Home Brands

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Brendan Howard / Shutterstock.com   Yes, they are different, but don’t assume that they don’t consume media like everyone else.   The high-end marketplace often thinks of Ultra High Net Worth (UHNW) consumers as exotic and mysterious creatures, like Sundarbans tigers. Granted, these consumers are rare – there are only 60,000 or so of them […]

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Magic and Logic are Critical for High-End Home Brand CMOs

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Finding balance between creative and analytics isn’t always easy.   “My job today looks nothing like it did just a few years ago,” said a friend who has served as CMO of a high-end home brand for the past ten or so years. He came up through the ranks as a strategy and creative guy, […]

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Love at First Sight with High-End Home Brands

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 Customers may fall in love with your brand, but only if you make a great first impression. Perhaps you’ve experienced from time to time an immediate, visceral reaction to a product you found in a store or online – so much so that you thought to yourself: “I am so buying that.” You didn’t think […]

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4 Important Digital Trends Shaping High-End Home Brands

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If you understand the opportunities, your brand has unlimited potential.   Marketers of high-end brands often tell me about the one-two punch they faced during the past several years. If the global recession didn’t knock them on the mat, the explosion of digital marketing certainly made them see stars. On one hand, affluent consumers pulled […]

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Beyond the Purchase of High-End Home Brands

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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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The (Smart) High-End Home Brand is Here

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Get ready for intelligent technology in the home.   I remember the first time I came face-to-face with “smart home technology.” I was standing in a booth at KBIS, the national kitchen and bath trade show, trying to decide if an internet-enabled computer screen, integrated into the door of a refrigerator, was a winner or […]

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More Affluent Consumers Planning to Purchase High-End Home Brands

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Nearly half of affluent consumers will redecorate, remodel or renovate.   Half of the $1.9 trillion that affluent Americans spend annually will be concentrated in four categories, including the home category, according to a recent study from Ipsos. Moreover, 45% of affluents are planning to redecorate, remodel or renovate their home or grounds in the […]

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Three Surprises about High-End Home Buyers

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Affluent consumers drive sales among high-end home brands, so you’d better understand their humble, middle-class values.   A few years ago, I spoke to a group marketers of high-end brands. After the session, one of the CMOs in the audience told me that the vast majority of his company’s affluent consumers loved his brand so […]

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How to Delight High-End Home Brand Consumers Online

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Make sure that you are delivering a smooth digital experience for consumers.   Some of the smartest marketers of high-end home brands find ideas and inspiration in luxury categories outside of the home, such as fashion, travel and automobiles. In a recent consumer insights article from McKinsey, LVMH’s Group Digital Director, Thomas Romieu, provides some […]

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Good, Better, Best for High-End Home Brands

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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 […]

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