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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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The Quest for Connection with the Elusive and Mysterious Ultra High Net Worth Consumer Continues

  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 […]

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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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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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The Down Payment Will Have to Wait

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 […]

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Building Brand Loyalty One Relationship at a Time

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?

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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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 […]

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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 […]

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