Affluents Tell High-End Home Brands How to Engage Them

New research illustrates how consumers are engaged by medium.   If affluent consumers told you exactly how to engage with them, would you find that information helpful? Might those insights help you sharpen your marketing efforts? A recent study asked affluent consumers about the marketing communications they might see across a variety of mediums and […]

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For High-End Home Brands, Location is Everything. And Nothing.

It’s not important where your brand lives in the home, but rather where your brand lives in the consumer’s mind.   When selling a home, the real estate agent’s mantra is “location, location, location.”  When selling a high-end home brand, location matters too. But it’s not about what room your brand lives in—it’s about where […]

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How Men and Women Approach High-End Home Brands

Crafting unique marketing messages to men and women is tempting, but you can’t always trust the stereotypes.   Fair or not, marketers often talk to the sexes differently. Understanding how to talk to both at once may be your best and sanest choice. In today’s post-modern, dual-income society, we may do it in more subtle […]

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How to Delight High-End Home Brand Consumers Online

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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Three Surprises about High-End Home Buyers

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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More Affluent Consumers Planning to Purchase High-End Home Brands

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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The (Smart) High-End Home Brand is Here

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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4 Important Digital Trends Shaping High-End Home Brands

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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Love at First Sight with High-End Home Brands

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

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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