• The Luxury Of Simplicity
    Volvo ran a series of ads earlier this year using the theme, "Our idea of Luxury is Simplicity." What Volvo astutely realized is that a rewarding relationship feels easy and uncomplicated and that buyers of luxury goods and services are seeking a seamless, effortless experience, not only finely-crafted products.
  • When It Comes to Identifying Affluence, Third-party Data Remains A Vital Tool
    Marketing to affluent audiences relies heavily on reaching audiences that have the spending capacity to afford a brand or service. This includes both a brand's existing customers, as well as prospects who match the spending or behavioral characteristics of those valuable existing consumers. The trick is for marketers to use all of the data and tools at their disposal to reach both existing and untapped audiences.
  • Luxury, In The Words Of Today's 3 Major Generations
    Luxury, affluence, and wealth marketers define their target markets in many different ways (by income, wealth, generation, buying habits, attitudinally, etc.).
  • Micro-moments Google Data: How High-end Brands Can Inspire Themselves
    Google recently unveiled findings regarding micro-moments. These are defined as intent-driven moments of decision-making and preference shaping that can occur during a consumer journey.
  • Lessons Learned From The Earliest Of Early Adopters, Our Kids
    So much of today's conversations center on connectivity. How connected are we? Is it too much for our lives and the lives of our kids? All this chatter about connectivity has me wondering just what it really means to be connected.
  • Faced With Cautious Affluent Consumers, Nimble Marketing Matters
    At the start of the year, it's generally standard practice for marketing organizations to do a postmortem on the previous year and think about how they're going to apply their learnings to the year ahead. But 2017 has the potential to be a very different year, as the U.S. undergoes a political transition that could have a wide-ranging impact on the economy.
  • It's Now 2017: Time For A Reality Check Regarding The Luxury Marketplace
    As 2017 begins, we believe it's a good time to take a deep dive into which American consumers are actually buying luxuries. Listening to luxury and affluent brand marketers as we continually do, we find that many of them focus their attention and marketing efforts solely on very high-income and wealthy consumers.
  • Affluents And The Bourbon Boom
    If you haven't noticed, there's a boom in American whiskey right now. Led by bourbon, the category has grown 40% in the past decade, with revenue growth of 47% to $2.7 billion in 2014. The "International Wine and Spirits Review" forecasts 20% growth in the next five years. Supply can hardly keep up with demand, leading to shortages of the amber liquid in top markets across the country. And it's the favorite way for pop culture heavyweights to booze up, from Don Draper on "Mad Men" to Frank Underwood on "House of Cards" to Raylin Givins on "Justified." Like vodka ...
  • Why 'Stickiness' Should Become A Major Component Of Affluent Marketing
    In an era with more media options, more advertising, and more consumer choice than ever before, brands find themselves in intense competition for customer dollars and loyalty. Faced with so many available options, consumers' buying decisions are less predictable than they were in the past, largely because cost is not always the primary concern.
  • Affluents And The Bourbon Boom
    If you haven't noticed, there's a boom in American whiskey right now. Led by bourbon, the category has grown 40% in the past decade, with revenue growth of 47% to $2.7 billion in 2014. The International Wine and Spirits Review forecasts 20% growth in the next five years. Supply can hardly keep up with demand, leading to shortages of the amber liquid in top markets across the country. And it's the favorite way for pop culture heavyweights to booze up, from Don Draper on "Mad Men" to Frank Underwood on "House of Cards" to Raylin Givins on "Justified." Like vodka ...
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