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 […]
Editor’s Note: We are excited to launch a new series of interviews with some of the leading voices in the high-end home industry. Today we visit with Eric Deng, Co-Founder and President of Hestan Commercial Corporation, who is shaking up the culinary world with the launch of Hestan Commercial, Hestan Outdoor, and Hestan Indoor. Chris […]
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A downturn can sometimes represent an opportunity “The world’s wealthy are shutting their wallets.” I am by nature a glass-half-full kind of person, ever the optimist. In fact, if you’ve read many of these columns in Upward Home, you’ll know that I have a fundamental bullish view on the long-term potential of high-end […]
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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 […]
You know the story, but do you know the lessons learned from it? Prior to the global financial crisis, affluent consumers spent above their means, in large part due to phantom-like perceived wealth. “Their housing values were going up and their 401k’s were going up, so they felt wealthy and tended to spend above […]
Read More… from Down But Not Out: How Affluents Shop for High-End Home Brands
Over the years, my post about finding and connecting with this group has remained one of the most popular. And a topic I often discuss with clients and colleagues in the high-end home space. A few years ago, there was a surprising trend brought to light by Wealth-X, a smart global research and prospecting […]
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 […]
Read More… from When it Comes to Content, Think Curated-Not Cluttered
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 […]
Affluent consumers need something nonnegotiable from their high-end brand counterpart, and that is recognition. Customers know how much their purchase is worth, and they seek appreciation for their loyalty. In fact, 72% of affluent consumers seek genuine relationships with high-end brands, according to the YouGov Affluent Perspective 2017 Global Study. The Decline of Brand Loyalty […]
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Is the Year Ahead a Threat or an Opportunity? For Marketers of High-End Brands, the Answer Is Yes Your consumer is evolving in dramatic ways, your job may be in jeopardy, and your team is cranking out irrelevant content. Nobody ever said it would be easy. As marketers of high-end brands face down the new […]
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