Category Archives: Marketing

Why Steve Jobs And The Smartphone Changed Selling To The Super Rich Forever

Posted on July 1, 2017 by Doug Gollan

The smartphone has created new opportunities for marketing to the Super Rich Continue reading →

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Part 2: What Luxury Marketers Can Learn From President Trump

Posted on June 10, 2017 by Doug Gollan

Having an UHNW President provides luxury marketers some unique opportunities to learn about selling to the super rich. Continue reading →

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Fyre Festival Debacle Shows How Reaching The Super Rich Isn’t Easy

Posted on April 30, 2017 by Doug Gollan

Fyre Festival Debacle Shows How Reaching The Super Rich Isn’t Easy Continue reading →

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How The Super Rich Buy Private Jet Cards

Posted on April 7, 2017 by Doug Gollan

Private jet cards are similar to debit cards in that you prepay a set amount of money into an account and then money is withdrawn from that account each time you use it. The two big differences are the amount … Continue reading →

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The Super Rich Think Their Kids Will Blow Their Fortunes; What It Could Mean For Luxury Marketers

Posted on March 13, 2017 by Doug Gollan

Knight Frank is out with their 2017 Wealth Report, and it like others projects significant growth both in the Ultra High Net Worth (UHNW) population and their cumulative wealth.   While the past 30 years have seen record levels of … Continue reading →

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What Luxury Marketers Can Learn From President Donald Trump

Posted on January 28, 2017 by Doug Gollan

  According to Wealth-X, the Super Rich spend over $230 billion a year on luxury from fashion to jewelry, watches, cars, autos, spirits, planes and boats, so clearly they are a critical segment. However, it’s rare that an Ultra High … Continue reading →

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“Secrets Of Selling To The Super Rich” Is Ranked #1 on Amazon New Releases

Posted on September 3, 2016 by Doug Gollan

  If you are involved in selling or marketing luxury products to Ultra High Net Worth (UHNW) customers, you’ll want to read “Secrets of Selling to the Super Rich,” featuring in-depth interviews with top sellers of private jets, jewelry, watches, … Continue reading →

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Surprising Passions Of The Super Rich: What Do They Mean For Luxury Marketers?

Posted on August 21, 2016 by Doug Gollan

What do the Super Rich do when they aren’t overseeing their various business interests?   Luxury marketers have long tried to figure it out, trying to craft partnerships with groups and organizations that they felt would effectively position their offerings … Continue reading →

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What Luxury Marketers Can Learn From Proctor & Gamble

Posted on June 25, 2016 by Doug Gollan

  Each year in Cannes, leaders from the advertising industry gather to award each other and discuss how the role of advertising continues to evolve.  Truthfully, there is not a lot of room in global advertising for luxury, except with … Continue reading →

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New Things I Learned About Marketing To The Super Rich Online

Posted on June 19, 2016 by Doug Gollan

  First of all, to clarify, the generally accepted definition of Super Rich is to have assets or net worth of at least $30 million. While some researchers put it at $50 million, and others say $25 million. These vagaries … Continue reading →

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“I Can’t Think Of Anything To Write, So Why Not Bash Rich People I Don’t Know”

Posted on April 2, 2016 by Doug Gollan

  Her mom Jane Gordon was a gossip columnist for the Sunday Mirror.**  Gossip columnist, of course, is one of the stranger realities of journalism. It’s a symbiotic relationship where for the most part, the people one is revealing tawdry … Continue reading →

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Why Oxfam’s Latest Research Is A Must Read For Luxury Marketers

Posted on January 18, 2016 by Doug Gollan

Oxfam’s latest research gives some great insights for luxury marketers on media. Continue reading →

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Gallup: Mass Affluent Cutting Back On Spending

Posted on January 7, 2016 by Doug Gollan

The question of what’s rich came up again this week when Gallup this week published the results of a new survey. From my perspective, it once again underscores the precarious position for luxury marketers who don’t have comprehensive marketing strategies … Continue reading →

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Stupidity Tops The Charts As MTV Mistakenly Reports The Super Rich “Are Responsible for Half of the World’s Carbon Emissions”

Posted on December 5, 2015 by Doug Gollan

Rae Paoletta is a “dreamer, news junkie, knowledge sponge” who is some type of writer or journalist for MTV. She also Tweets as @MTVIssues where “We tell stories that are changing the world and we just have a lot of … Continue reading →

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Does Hard Luxury Need To Redefine Itself? Or Is There An Easier Solution?

Posted on September 12, 2015 by Doug Gollan

If I were to believe what I read, which I frequently don’t, the luxury industry, specifically the makers of hard goods, need to look in the mirror as they face unprecedented hurdles, some they can’t control, others of their own … Continue reading →

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How Luxury Brands Should Look At Russia, China, Brazil and the Middle East Amidst The Turmoil

Posted on August 23, 2015 by Doug Gollan

There are economic woes in Brazil, China and Russia, including political worries the latter two. With oil prices plummeting, what will happen to the big spenders from the Arabian Gulf? Needless to say, luxury brands and service providers can attest … Continue reading →

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Why Being A Millionaire Doesn’t Mean Much In The Business Of Luxury

Posted on August 8, 2015 by Doug Gollan

New research by Shullman Research Center underscores that single digit millionaires and entry level 1 percenters are not the huge luxury spenders found in the UHNW segment. Continue reading →

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The Prince And Ryanair: Another Example On Why It’s Hard To Get A Full Picture Of The Super Rich Via The Media

Posted on July 10, 2015 by Doug Gollan

According to a recent email from Travel + Leisure Prince William flew Ryanair while traveling on business for his new employer, an air ambulance service. The brief goes on to note “insiders” say his wife Kate Middleton and Prince Harry … Continue reading →

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Donald Trump: What Luxury Marketers Should Learn

Posted on July 9, 2015 by Doug Gollan

Donald Trump’s controversy provides an important lesson for luxury marketers selling to the Super Rich. Continue reading →

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Marketing To The Super Rich Is More Complicated Than Knowing Where They Go

Posted on June 21, 2015 by Doug Gollan

Robert Frank is one of the foremost trackers of the Super Rich. The New York Times is the paper of record.  Wealth-X is one of the best sources of market information about where the Ultra High Net Worth are from, … Continue reading →

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