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Meet the “Considered Consumer” of High-End Home Brands

5 questions to ask in order to meet the growing trend of planned purchasing.   As more and more consumers carefully plan their major purchases, marketers of high-end home brands need to adapt accordingly. Research shows that affluent consumers are thinking more carefully before buying. Indeed, nearly half of consumer spending (non-food) is now carefully […]

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The Elusive and Mysterious Ultra High Net Worth Consumer Among High-End Home Brands

Brendan Howard / Shutterstock.com   Yes, they are different, but don’t assume that they don’t consume media like everyone else.   The high-end marketplace often thinks of Ultra High Net Worth (UHNW) consumers as exotic and mysterious creatures, like Sundarbans tigers. Granted, these consumers are rare – there are only 60,000 or so of them […]

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How ‘Luxury’ is Evolving for High-End Brands

Affluent consumers think of luxury differently now.    Stop for a moment and think about how much marketing has changed for high-end brands during the past few years. I recently spoke with a friend who years ago helped me build a strategic alliance between her high-end travel brand and my client’s home brand. We talked […]

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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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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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Beyond the Purchase of High-End Home Brands

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 […]

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Different Media Means Different Faces for Your High-End Home Brand

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 […]

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