When it Comes to Content, Think Curated-Not Cluttered

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 […]

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Consumers Are Shopping High-End Home Brands via Mobile

Do you understand how consumers are shopping your brand?   More and more consumers are using mobile devices to shop for home-related brands. And since one of the top-five purchase categories for smartphones is the home, you would expect that home brands would finally get into the game. The short answer is that some are […]

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Can Your High-End Home Brand Triple Sales in Two Years?

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. […]

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The New World of Computer-Generated Imagery

How High-End Home Brands Are Benefiting from CGI It used to be that creating fantasy kitchen photography as part of a marketing campaign for our client Viking Range required a highly complex, six-figure photo shoot, complete with skilled set designers, food stylists, and prop masters – not to mention an A-level photographer and producer. During […]

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Seeking the Perfect Convergence of Affluence, Influence and Intent

Lunch Meeting

The aim of marketing is to know the consumer so well that the product sells itself. This idea, courtesy of Peter Drucker, is deceivingly simple, yet sometimes hard to execute — especially for high-end brands trying to connect with affluent consumers. From time to time, I hear marketers refer to their existing and potential customers […]

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Cooking from scratch: Upward Home interviews Eric Deng, Hestan

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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Beyond the Purchase of High-End Home Brands

Buying decisions continue to be made after the actual purchase. Marketers of high-end brands understand Plato’s description of emotion and reason as two horses pulling us in different directions. After all, it can be painful when you’ve carefully helped a customer along the path to purchase, only to have her return the product the following […]

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How Can High-End Home Brands Compete for Clicks on YouTube?

Sophisticated home brands need not compromise their core principles to find an audience on YouTube.   The opportunity to create video content that consumers seek out and share with friends is there for any advertiser. And with more than 1 billion unique users visiting YouTube each month, the potential rewards are clear. But with 100 hours […]

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How High-End Home Brands Can Better Track Results

Binoculars

Driving progress towards clear goals can take your brand to a higher level.   I remember the first time a client admitted, “I’m not sure that we know what success looks like.”  Sales and profits at his high-end home brand were solid. But as he geared up for the next marketing campaign, he was justifiably […]

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Could a Kitchen Cabinet Trend Drive Other High-End Home Brands?

With affluent consumers choosing exotic materials and contemporary designs, the rest of the home may just follow suit.   I’ve always believed that high-end kitchen cabinets were not only a good forecast tool for design trends, but also a sort of “leading financial indicator”  for the entire high-end home category. After all, it was never […]

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