While today’s production budgets are tighter than ever, high-end brands need to use proven strategies to project an upmarket image. For most brands, the days of $100,000 print shoots or cost-is-no-object film productions are long gone. New media demands a constant stream of content—so even if your budgets are roughly where they were pre-recession, […]
Read More… from High-End Home Brand Productions on a Low-End Budget
How the mindset of one CEO might affect marketing directors across the home category. The CEO of a high-end home brand was visiting with me about revenue and profit trends at his company. We had talked about some of the inherent challenges facing his brand. On one hand, his brand was the category leader. […]
Read More… from Can Your High-End Home Brand Triple Sales in Two Years?
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 […]
Read More… from Different Media Means Different Faces for Your High-End Home Brand
