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Stakeholders Need Numbers to Realize the Value of Marketing

  Sometimes CMOs have to help other decision-makers understand that marketing entails more than advertising—particularly in the case of high-end brands. A recent study from Notre Dame’s Mendoza College of Business, Stanford University and London Business School examined 506 CEOs of large corporations and found that 25 percent have a marketing background. In this sizable […]

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When it Comes to Content, Think Curated-Not Cluttered

Marketers of high-end brands should always prioritize quality over quantity. We live in a world of constant content, to the tune of 500 million tweets, 4.3 billion Facebook posts and 500 million hours of YouTube uploads each day. Often, we are force-fed the same content by a single corporation across multiple channels. There’s an idea […]

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The Down Payment Will Have to Wait

How the Millennial experience continues to impact high-end brands I read an interesting piece recently about Millennials in The New York Times, which demonstrates the highs and lows of this remarkable group of consumers – and the challenges faced by marketers of high-end brands to impact their buying decisions. At a macro level, Kyle Chayka […]

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4 Marketing Trends to Watch for in 2018

This post was written by the Upward Home team. With 2018 right around the corner, it’s time to embrace the marketing trends that are going to increase engagement and revenue. These four trends are set to dominate the landscape next year and beyond. 1. Content Marketing. Next year, marketers will spend the most amount of […]

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The Myth of Working vs. Non-Working Dollars

A new way of thinking for marketers of high-end brands Recently, I was asked by a client to lower the fees on a targeted digital campaign because the ratio of “working dollars” to “non-working dollars” was out of whack. The problem wasn’t that the fees were too high; rather, the media dollars were 60% lower […]

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High-End Humor for the High-End Brand

This post was written by the Upward Home team Humor is often the key ingredient in an advertising video gone viral. When we associate a high-end home brand with the great laugh we experienced, (thanks to its effective advertising campaign) we are hardwired to buy the product that made us feel good. Laughter Breeds Brand […]

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Affluent Brands and Cross-Promotion: Is the reward worth the risk?

This post was written by the Upward Home team Cross-promotion can be a mutually beneficial tool for brands looking to expand their footprint and attract a new audience. Many marketers struggle with cross-promotion, especially when it comes to high-end brands. There is an inherent risk of muddling your top tier brand name with one of […]

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Micro Influencers, Major Results.

Find the right social media influencer for your high-end home brand   This post was written by The Upward Home Team Luxury brands have been slow to embrace the power of social media. Many are worried it will hurt the integrity and exclusiveness of their image. But by aligning with a social media influencer in […]

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Shocking Surprises About Affluent Consumers

Research reveals fascinating opinions among millionaires.   What group of Americans is concerned enough about wealth inequality that they actively provide financial support to poverty programs and educational opportunities for low-income children – and support a higher minimum wage and more taxes on the rich? The answer: millionaires. Surprised? You shouldn’t be. As I’ve written […]

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Green Drives Green for High-End Home Brands

The growing impact of eco-friendly homes.   Not all affluent consumers are environmentally conscious and not all environmentally conscious consumers are affluent. But there is a decent overlap between the two – and I believe that there is opportunity in that shared space for forward-looking marketers. During the past few years, I’ve seen firsthand how […]

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