Sophisticated home brands need not compromise their core principles to find an audience on YouTube. The opportunity to create video content that consumers seek out and share with friends is there for any advertiser. And with more than 1 billion unique users visiting YouTube each month, the potential rewards are clear. But with 100 hours […]
Read More… from How Can High-End Home Brands Compete for Clicks on YouTube?
If you’re not thinking strategically about content, you’re in trouble. How many times per day do you read or hear or talk about content marketing? If you’re like many of the home brand marketers I know, I’d imagine that you and your team think about it a lot. You may remember the race – […]
It’s critical to pay attention to your evolving purchase process. What sets high-end home brands apart from consumer packaged goods and other low-cost home-related items are, of course, price and purchase cycle. When a consumer is considering renovating a kitchen with $150,000 in new appliances, cabinetry, flooring and countertops, she is going to be […]
Read More… from Twists and Turns Along the High-End Home Brand Path to Purchase
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?
Once it became clear that we would be spending months at home, Affluents wasted no time investing in their spaces. Almost every affluent we’ve talked to made some significant changes to their homes – from adding on outdoor spaces and major remodels to updating paint and purchasing new furniture. And data shows that they were […]
For over a century, BankPlus has served its customers and their communities with unwavering commitment, built on the power of relationships and trust. When the COVID-19 pandemic hit, BankPlus was among the first in its communities to temporarily close its lobby doors in order to keep customers and the community safe and healthy. Even though […]
Read More… from BankPlus: Commitment Campaign during COVID-19 Pandemic
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 […]
Read More… from Cooking from scratch: Upward Home interviews Eric Deng, Hestan
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 […]
Why you should consider an experiential luxury strategy for your brand. Several years ago, I was working on brand strategy with my clients at Viking Range. The philosophical question on the table was this: Is a giant stainless steel Viking an end unto itself – or a means to an end? Are we asking […]
Read More… from Owning vs. Experiencing a High-End Home Brand
Marketers must adapt with digital consumer behavior in order to succeed. The changing landscape of digital marketing continues to impact high-end home brands, and marketers must evolve and adapt in order to succeed. A recent report from comScore underscores this trend, and offers some interesting insight into some of the seismic shifts marketers now […]
Read More… from 4 Transformative Digital Shifts Play Pivotal Role for High-End Home Brands
