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The Dramatic Differences Between Younger and Older Affluents

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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What LVMH Can Teach High-End Home Brands

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, […]

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The Missing Link for High-End Home Brand Social Media

New tool helps retailers drive sales via Instagram. Social media networks are by their very nature, well, social. They belong to people, not brands, and as hard as brands try, they will never quite “own” social media to the degree that they own other marketing channels. And that sometimes makes marketers nervous. It’s why marketers […]

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Green Drives Green for High-End Home Brands

The growing impact of eco-friendly homes.   Not all affluent consumers are environmentally conscious and not all environmentally conscious consumers are affluent. But there is a decent overlap between the two – and I believe that there is opportunity in that shared space for forward-looking marketers. During the past few years, I’ve seen firsthand how […]

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What Happens When Affluents Retire?

The surprising answer and how it affects high-end brands.   Most marketers I know would probably agree with Peter Drucker: the aim of marketing is to know the consumer so well that the product sells itself. Yet, at the high-end of the marketplace, why do so many marketers operate on outdated myths and misperceptions about […]

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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 […]

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The (Modular) High-End Home Brand is Here

Image via Rockwell Group   A new luxury concept challenges conventional thinking.   When Fred Carl founded Viking Range in the mid-1980s, he challenged the status quo in the appliance world by creating a new category of professional-style cooking equipment created exclusively for the home. My colleagues and I had the great pleasure of working […]

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