Instead of adapting traditional marketing to mobile devices, realize that new media requires a radical rethink. We live in an age of 110-inch flat screen TVs, but the future of marketing may belong to your 5-inch phone screen. The continuing trend towards mobile platforms offers challenges for all brands, but can be particularly vexing […]
Read More… from Five Tactics that Help Big High-End Home Brands Shine on Small Screens
Design helps any brand create a world that customers aspire to live in, but managing that world takes constant vigilance and a few clear rules. Every now and then, high-end brands go to a place where customers roll their eyes and say, “Give me a break!” How can that happen? After all, your brand […]
Read More… from Hit or Miss: Evaluating Advertising Design for High-End Home Brands
Marketers who understand the 20/40/60 Rule are more likely to raise their returns. Michael Silverstein’s seminal book, Trading Up, made a significant impact on my marketing worldview by documenting how companies create high-end brands that appeal to affluent and mass-market consumers. The book was – and remains – a great business case for the […]
Read More… from High-End Home Brands Still Command the Lion’s Share of Category Profits
How to manage customer expectations when things go wrong. You’ve done everything right with your marketing campaign. Inquiries and leads are up, engagement is higher than ever, and sales continue to move in the right direction. You are feeling on top of the world. But you soon discover a powerful force of nature that […]
Read More… from High-End Home Brands Live or Die by Customer Service
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
