This year, we have seen the impact COVID-19 has made across industries to catapult change (whether or not an organization was ready for it). In many ways this has created an immense amount of opportunity for growth – especially in the high-end home category. As my colleague Michelle Hill recently shared, affluent consumers wasted no […]
Category: Upward Home
Getting your brand back on top.
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 […]
Do the right thing. Win their loyalty.
It’s June. Months since the global pandemic caused the U.S. economy and life as we knew it to turn upside down. What do we know? Things are changing fast as it relates to consumer sentiment, and as predicted, messaging that may have been timely and resonant in the middle of March is no longer compelling […]
Home = Haven: Affluents are spending
As today’s affluents are spending more time at home than ever, they’re coming to the realization – some quicker than others – that we’re in this for the long haul. Life in public spaces will likely be forever changed. And so, it seems, will life in their homes. Yes, home is haven, but it’s also […]
How can high-end home brands adapt to a pandemic?
In addition to following the health and economic impacts of COVID-19, we are considering the impacts to consumer behavior, specifically in the high-end home category. While this situation is unique, we have helped our clients weather some massive economic downturns from the post-9/11 economy in 2001 to the housing bubble burst of 2008. Below are […]
Taking High-End Brands Through Challenging Times
“I think we both believed that we were in a fog we couldn’t see through yet, though in a while, maybe not even a long while, we would see lights and know something.” – Richard Ford, “Great Falls.” Dear Friends, If you are like me, your inbox is full of emails this week with tips […]
How smart brands communicate during a crisis.
How to communicate with consumers in uncertain times. Given the rapidly changing situation, knowing when and how to communicate with customers and prospects will not always be clear. That’s something we have to accept as marketers right now. Our counsel – strike a calm, authentic tone that communicates we’re in this together. Apply common […]
Wellness, Affluence and High-end Home Brands
You might ask what these three have in common. I suggest that, if you’re in the category of selling high-end home brands and you’re not at least considering how your brand connects with the wellness trend, then you better start. Wellness has been labeled the new luxury and for good reason. The wellness economy was […]
The Net Promoter Score’s Lovers and Haters
How high-end home brands can benefit from NPS It’s good to ask your customers for feedback, and even better if you can do it simply and quickly. That’s why the Net Promoter Score (NPS) has been a popular metric for the past 15+ years. Unlike conventional customer satisfaction surveys, NPS focuses on the likelihood that […]
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 […]