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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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 […]
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 […]
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 […]
Read More… from Meet the “Considered Consumer” of 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 […]
Read More… from The Elusive and Mysterious Ultra High Net Worth Consumer Among High-End Home 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 […]
Read More… from How ‘Luxury’ is Evolving for High-End Brands
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, […]
Read More… from Magic and Logic are Critical for High-End Home Brand CMOs
