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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High-End Brands Face the Best of Times, the Worst of Times It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it […]
A picture is worth 1000 words. But credibility is worth much more in sales. For the past several months my Ramey team and I have been working behind the scenes to help launch an innovative new of line cookware – Hestan NanoBond. One of the most exciting facets of this launch was collaborating with both our client […]
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 […]
How smart marketers are using sensory experiences to win in the showroom You’ve invested time and money in creating a showroom experience that sets your brand apart from your competitors. The lighting is perfect. The colors and textures are sublime. Your displays always seem to delight your shoppers. In all, your showroom looks like a […]
High-end brand marketers can use data to leverage their strategies A recent report from Bain & Co’s Claudia D’Arpizio provides a great perspective on where affluent consumers are spending now – which is a great barometer not only for high-end home brands, but premium and luxury brands in general. The report covers several categories across […]
Contrasting studies can be confusing, but your job is to remain focused. Sometimes, I am dazed and confused by the variety of reports that come over the transom. In one month, I’ve seen a consumer sentiment study that was bullish, as well as another that was bearish. These contradictions can be confusing, especially to […]
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New research illustrates how consumers are engaged by medium. If affluent consumers told you exactly how to engage with them, would you find that information helpful? Might those insights help you sharpen your marketing efforts? A recent study asked affluent consumers about the marketing communications they might see across a variety of mediums and […]
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Be wary of a “one size fits all” marketing approach. Too many marketers believe that affluent consumers behave alike – when in fact, they are as diverse a group as the general population. Researcher Bob Shullman has written, “There are significant differences on many issues depending on their household income, wealth, age, and gender. […]
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Going beyond logos and craftsmanship. When marketers of high-end home brands are seeking insights, trends, and inspiration, sometimes it makes sense to look out-of-category, toward other high-end segments such as automotive, fashion, and travel. A perennial source of inspiration for me is the luxury conglomerate, LVMH, parent company of Louis Vuitton, Bulgari, Dom Perignon, […]
