Sometimes CMOs have to help other decision-makers understand that marketing entails more than advertising—particularly in the case of high-end brands. A recent study from Notre Dame’s Mendoza College of Business, Stanford University and London Business School examined 506 CEOs of large corporations and found that 25 percent have a marketing background. In this sizable […]
Read More… from Stakeholders Need Numbers to Realize the Value of Marketing
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 […]
Read More… from Is the Year Ahead a Threat or an Opportunity?
A new way of thinking for marketers of high-end brands Recently, I was asked by a client to lower the fees on a targeted digital campaign because the ratio of “working dollars” to “non-working dollars” was out of whack. The problem wasn’t that the fees were too high; rather, the media dollars were 60% lower […]
When they come off of the sidelines, they will be different. One of the biggest drivers of the sluggish U.S. housing recovery has been the fact that Millennials – the 80+ million consumers reaching young adulthood around the year 2000 – have been sitting on the sidelines. “This recovery is virtually millennial-free,” says financial […]
Read More… from The Impact of Millennials on High-End Home Brands
You know the story, but do you know the lessons learned from it? Prior to the global financial crisis, affluent consumers spent above their means, in large part due to phantom-like perceived wealth. “Their housing values were going up and their 401k’s were going up, so they felt wealthy and tended to spend above […]
Read More… from Down But Not Out: How Affluents Shop for High-End Home Brands
Finding balance between creative and analytics isn’t always easy. “My job today looks nothing like it did just a few years ago,” said a friend who has served as CMO of a high-end home brand for the past ten or so years. He came up through the ranks as a strategy and creative guy, […]
Read More… from Magic and Logic are Critical for High-End Home Brand CMOs
Customers may fall in love with your brand, but only if you make a great first impression. Perhaps you’ve experienced from time to time an immediate, visceral reaction to a product you found in a store or online – so much so that you thought to yourself: “I am so buying that.” You didn’t think […]
Read More… from Love at First Sight with High-End Home Brands
If you understand the opportunities, your brand has unlimited potential. Marketers of high-end brands often tell me about the one-two punch they faced during the past several years. If the global recession didn’t knock them on the mat, the explosion of digital marketing certainly made them see stars. On one hand, affluent consumers pulled […]
Read More… from 4 Important Digital Trends Shaping High-End Home Brands
Buying decisions continue to be made after the actual purchase. Marketers of high-end brands understand Plato’s description of emotion and reason as two horses pulling us in different directions. After all, it can be painful when you’ve carefully helped a customer along the path to purchase, only to have her return the product the following […]
Five things you can do to dramatically improve your marketing performance. A few years ago, one of my high-end home brand clients was asked to participate in some benchmarking research from a leading management consulting firm. The consultants were studying a handful of leading consumer brands in order to capture some of the best […]
Read More… from Best Marketing Practices Among High-End Home Brands
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