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A Surprisingly Effective Targeting Strategy for High-End Home Brands

  Tenure of affluence can be more important than net worth.   Many home brand marketers have found success targeting affluent consumers who own a second home. The reasoning is that if your brand is an expensive consumer durable with a 10-15 year lifespan, then regardless of how loyal your customer is, it may be […]

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Is Your High-End Home Brand “Perfect for Entertaining?”

Brands can prosper by staying on top of evolving real estate trends.   If you’ve been a marketer for a high-end home brand for a while, there’s a good chance that you have experienced some high-flying economic upturns, as well as some brutally tough downturns. You’ve learned to adapt, adjusting your strategies and communications to […]

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Secrets of Success for High-End Home Brands with Two-Step Distribution

Smart brands are working with (and through) dealers and distributors to get closer to their consumers.   Many manufacturers in the high-end home category utilize a two-step distribution channel and rely heavily on their distributors and dealers to help achieve their corporate goals. I’ve seen two-step distribution work well, and I’ve seen train wrecks. There […]

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What High-End Home Brands Can Learn From Luxury Social Media

Borrowing a page from their playbook may help improve your game. Affluent consumers have a wide variety of passions – jewelry, fashion, art, cars and wine, to name a few – but one of their universal favorites is the home.  As a result, high-end home brands have a unique opportunity to connect with customers and […]

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Five Tactics that Help Big High-End Home Brands Shine on Small Screens

VW Think Small

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 […]

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Hit or Miss: Evaluating Advertising Design for High-End Home Brands

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 […]

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High-End Home Brands Still Command the Lion’s Share of Category Profits

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 […]

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High-End Home Brands Live or Die by Customer Service

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 […]

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Different Media Means Different Faces for Your High-End Home Brand

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 […]

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