Citing research from Ipsos Mendelsohn, confidence among upscale consumers is on the rise, according to a briefing by Marketing Daily earlier this week. Click here to see the story.
Implications: I am seeing/hearing a campaign that starts out, “Okay, you’ve demonstrated great personal restraint as we’ve come through a tumultuous time… but now, it’s time to reward yourself…”
Does your product or service represent that kind of long-awaited, well-deserved reward? Or… does your brand represent the kind of extreme value that lets the consumer fund that treat (with all the money they saved)?
Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.