A high-end home brand that provides options can dramatically impact a buyer’s perception of value. When brand marketers face the inevitable dilemma of expanding a product line, an often difficult decision is whether to go up- or down-market. Either choice has its own inherent risks and rewards: Introducing a lower-priced line of products may […]
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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