Brands can prosper by staying on top of evolving real estate trends. If you’ve been a marketer for a high-end home brand for a while, there’s a good chance that you have experienced some high-flying economic upturns, as well as some brutally tough downturns. You’ve learned to adapt, adjusting your strategies and communications to […]
Read More… from Is Your High-End Home Brand “Perfect for Entertaining?”
Instead of adapting traditional marketing to mobile devices, realize that new media requires a radical rethink. We live in an age of 110-inch flat screen TVs, but the future of marketing may belong to your 5-inch phone screen. The continuing trend towards mobile platforms offers challenges for all brands, but can be particularly vexing […]
Read More… from Five Tactics that Help Big High-End Home Brands Shine on Small Screens
Design helps any brand create a world that customers aspire to live in, but managing that world takes constant vigilance and a few clear rules. Every now and then, high-end brands go to a place where customers roll their eyes and say, “Give me a break!” How can that happen? After all, your brand […]
Read More… from Hit or Miss: Evaluating Advertising Design for High-End Home Brands
Marketers who understand the 20/40/60 Rule are more likely to raise their returns. Michael Silverstein’s seminal book, Trading Up, made a significant impact on my marketing worldview by documenting how companies create high-end brands that appeal to affluent and mass-market consumers. The book was – and remains – a great business case for the […]
Read More… from High-End Home Brands Still Command the Lion’s Share of Category Profits
Driving progress towards clear goals can take your brand to a higher level. I remember the first time a client admitted, “I’m not sure that we know what success looks like.” Sales and profits at his high-end home brand were solid. But as he geared up for the next marketing campaign, he was justifiably […]
Read More… from How High-End Home Brands Can Better Track Results
With affluent consumers choosing exotic materials and contemporary designs, the rest of the home may just follow suit. I’ve always believed that high-end kitchen cabinets were not only a good forecast tool for design trends, but also a sort of “leading financial indicator” for the entire high-end home category. After all, it was never […]
Read More… from Could a Kitchen Cabinet Trend Drive Other High-End Home Brands?
How to manage customer expectations when things go wrong. You’ve done everything right with your marketing campaign. Inquiries and leads are up, engagement is higher than ever, and sales continue to move in the right direction. You are feeling on top of the world. But you soon discover a powerful force of nature that […]
Read More… from High-End Home Brands Live or Die by Customer Service
While today’s production budgets are tighter than ever, high-end brands need to use proven strategies to project an upmarket image. For most brands, the days of $100,000 print shoots or cost-is-no-object film productions are long gone. New media demands a constant stream of content—so even if your budgets are roughly where they were pre-recession, […]
Read More… from High-End Home Brand Productions on a Low-End Budget
How the mindset of one CEO might affect marketing directors across the home category. The CEO of a high-end home brand was visiting with me about revenue and profit trends at his company. We had talked about some of the inherent challenges facing his brand. On one hand, his brand was the category leader. […]
Read More… from Can Your High-End Home Brand Triple Sales in Two Years?
While the essence of your brand must remain the same, today’s media choices force marketers to loosen the rules. One of the reasons paid advertising is still so seductive for marketers, is that it’s the only brand space that is completely, utterly controllable. Every detail of a paid ad or video can be lovingly […]
Read More… from Different Media Means Different Faces for Your High-End Home Brand
