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 […]
Tag: brand strategy
Is the Year Ahead a Threat or an Opportunity?
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 […]
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 […]
Leveraging the Luxury Experience Economy
This post was written by the Upward Home team. The Experience Economy For luxury brands, business as usual is just not enough in today’s economy. Consumers expect premium quality, but now they want more. Some economists say that we are moving from selling goods and services to selling consumer experiences. That is good news for […]
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 […]
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 […]
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 […]
Generational Marketing: Change Your Approach, Not Your Product
Why targeting your marketing to a specific generation produces results. I have always been fascinated by generational marketing and have written about Millenials here before. But, what about other generations? Affluent shoppers are not all created equal; what some shoppers connect to strongly, others will not value as highly. To grow, high-end home […]
How to Humanize Your High-End Brand
Connecting with consumers is key to success For a luxury brand to succeed in the market, it used to be enough to just be… luxurious. True luxe consumers would naturally trust the premium brand while aspirational consumers would save up to purchase coveted items. Yet in the age of social media, consumers at all price points […]
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 […]