Sheep and eagles: The 95:5 rule of marketing to UHNW globally
Posted Bya Luxury Daily columnistOn In Columns,Editor's Choice,Featured,Opinion | No Comments{"ct":"C3rmMkRPgA3v5NqxKgbg2XeUDemycioNiQd0HIQkXaCVjUXTfMLqzeFlZaHbz8U1IuvPb8XOpbvcd\/taYfUWUmhWrXp4DNRPgPGliXcrlutRAiYT5EXQaNZsTbilXG5GF7sHn7hhJW5g1M9OM8mutRVE0Jxl3ncqHcfUlO2XwlBaYrQnvwv5QnobxmEuwV9zGHp6iDfjEkmwskRKwhBwKPANf14lMoOiJpgGLHwJqlXAEgHNSIF1csDOvvbiZ9IucbW+ep4C7zv5GW9kHYUAgI7afUPWlOHnOmrmX8LVu+qYjkDMFyZ+8f2V+CuEj\/F29p9252YEwzb3whDLCbCSWgKkQxmkstKubUT7P9ptPupgsVZjx+8r1C15GHf5EBED3koK+AH\/hphxpRhHXQaiIQM2RMGjIiPJzlyY\/Wev8IItFrFyKnDIFeeLWAluIHdTpXBOXpvMx9f71nuxUr1UYYQMnzE\/FrHGFxlmStTvxYwcFRLd75o\/ZuzRSvx+gqzq6w3uP5lzIBuoIRBbc+4PsBeJIGIFD1H0JHzaZanis+jJCFc\/PKtemD\/46k17a2Jy4002mXKQhiuxQEI6kDFwUxEtpXGzjq2GbJGCJvrFRXRYYaxtCctd+k+BRb8FOn4Mty+2bA2F6MMDAX7qUcPm\/UT3YnfPRVwwqx9e2AX2IjwNlyZwk8UgF4GgXUQJ9SNs2xkeeT3PvwCuVEb5LTyLcLUWx\/72ZSvYMEqqUBYHxGNIhzohUyoW3VXAzAgEhUuKxYpqftCcFc+G6\/Bc7xkoiL8JRt3rqtx\/z\/oxK0ISsGjlDjWYn\/AqCFUGBmVTjf8I\/qY2wDdVVKd+Qwbly\/SqicZRAVkPRg+Tf3jK2Qsik4vbkEKbP6AXjXwL0oBptNoXXy6bHEXqS3F30KNLJni+\/X\/xDM2D0kGssLsA80tc68hBbUSKJw\/nUWidNNzhMDXHCUyPpotTWwQD5eHLZydxOR9\/U1AlH\/qRdeZcOMW53m7XwOodJGQaxp2wZkd+4B1fYU4DK\/Z3qBojle3esoQ+TVX9DWG3Q\/Hyrg5d\/+tN6JScEOubbIvsyYYVScUqEQPwvlm1zvddnCymrXR3x9+7pMyYQffdgANC6vYuhFgnhkcPTSbca8J\/bEM+CYqcwAh9fwtGn7GamAXWM7HGRVdpuqzOgigF5YcTLe\/FD7Ud6gonzoPN41hxq8JcWgYeugxC\/iw5DqDIdgukkr237QKqQCOSOtPEPjsyh9BBNltAiSbhV3l2jwQJ7cm7hVyxihUvkc\/NXqitKqUtQwALk\/Py1DrkMLAAZHka4tjtmLxXZlc9WPJAIM191rUWMKmL0fPr74DMwha2N8WSZTTV1zB3DM+AK\/grFYXFy0VB3SewfDXiElLJhelLTwue\/eaG\/OXCD9M1QkCobH3zPM2KpcdF08egzib74baLpW1RBKFdX7RIcTqLqKDzXIjN2Zpf+qgi0ioBp6HUe03R19UmC6nG340cVdTo45IhIw6r3bfsncx2i1WmYGApTrnIr7gYUSB6ysTleixMQ6QElIOtRy2Uj1F2t9Mb37W61zDa1vc13v4Z2HH\/FPa8CRWqZENRKv76Ptxmka4XNkmakTw142bCBTzs9Qrjgn6uXHmNuPtBLN34ri35YiKPlIuX\/RS7ILdbg0TMi\/wXCIOoZatMYZk7s63Iv92cW+zKl6p9GlP5STF74qSN7airaEc1ZPE2aGXCsGvykkEdP6MNgX3cx1NQaMGd9sNJa7rfWNexfVVtgDLiaIO1di8sq0oVHqO8p5fy8beGOw4lvrJk4CYhXVatyyB+vKXQah4r7GEx9MqjkBnO5pFoDvSQz+mrHXSnioE9EmowfM2QYWZPzvi9ZTl0BemfOcjzG49D97XyNWynuJAWByMgAsrLs+lJQjj9QhHzgINyr7II2lU9wsxUJqz1b+sDYDMW6bZ6ZOovMik9p0PQoyd\/Ox4KscKHwq35ykiKwAGu5DoXWxpHBZ5e3DVKgApAgBqH\/08ldqDuzJh30TOnUzBGU2V47KmvRCpo2CC4Nfb\/gRmB0P9up1X+oUiw0Dr8jnaQSQomsIG0kE13weLBUMzZ9lDp0sYmCGR1+6OPwZvGshho7pq5Ya94lEn3VgjmPb+aNBLhxqihg8\/qgu7hKIdmHn\/VsP2extZbcJ65AOcA0KMcVNxLKnUzRYp4bELlPw\/u8jD2FJhk2tQKVQSIuS8sfeZoepyGOPR7XK63eOGstbFFU7dtKyvOeGxwyExONioFYB6eKLZNESO0vdqSyNSt70oSEWNjbEGHKDsNbX1fll44uOUeZU\/K8rrwe20Zv0KWYlynOKGl7KtmUHv4G7OdEZJ3kn4Av4U3Dw1qR\/F5kPvF48sDDcTVsvFiEaBd41RIgmqfOYHuQmbeIbm7gHD1MRGkapfEcYW4EApC6ONhGqJDAu25RFTJpOqmnh2DtECQBipT8J0eRnZrB2kbXE+LIrC00gN+echThFPXV6qa+2Jh2wysuOSNRa2IELn5Ce6Ek3JJvAlvIg6oHGBMwpExwXWmKGyyjjHOJvxxCbCr9Ey08000yHhKdNUkR2w2X3UVQxiOGapdLxwKjf8fqHZaD6OcjadFWu+U7nYYIBCaZZyKz7khJFx6J0I4MT3wzLtNZlxVMZlyUEg1WYbP97dZvvRH43E4zBDZj+W8q+MSj6W8mXaS6Vgulp1tCvSp7hcmMoeSMvOgq3miTlezaifbrK5+4P3qNAnMDpy7irmIa5qvnDeLSZIYQG+cu7rUqBM2sTJ7eqxpNFZx9T74BajgUzvpBcAuC+gdoNucHBU5sW2HyfBHEFWvn8iAljKZHYJrL6Qut4Kg7hF99SO5QBSA70Z0C8fCbOYcDgjrD+ah\/7N2EU\/ssigbA3oKSU06eai5J7XK3Z1okdbYvJ9ZCx9tm2F0Hei\/XxBuaMwFzO2Kiq1LT\/9cJ9nozVRn8Ez+xCm0bMLW+G41nY5r5cVpqgvmEHP56QPs2NM5Ki95PiiH\/l\/WRRs4J2eEMQVBf9PoUzszZnVGhOz0xCvqj5U0jxdU8gHF7ekzB0lPK1Ha9X0OcdZdFNei6IsHQOThebXrdzjE90+QTkFKw36pE1cp63yDDpfUMa2b09XSnkdDdkPudOt5WJuz+KsH+r96\/WiF+UDRAZu3iBhFPpZoZfGvcqK3\/6jm16HiHDMkyBRpBYR+787xr7F0yLFXcdWDkbNRNkFnLUbNYg9yVW6m29JPngR+qRepiWQ\/Vcf2Z8B31LLat967tw0ZomWuy9H\/sjt+djxKKmRz1i1K79X1g91u\/65CS2+RE3RhAIT5vDNuOIi5wd0P\/ACZovipVeQycJwLQMfqSWGOwe\/FQ4q7XSgHCDmX3QR4Uu\/Xpr2BVKQzxbMQjML9vDOK6qYns1GN6xHsOLnHBMbwzPmeEWRV4eBsw2xm3vhLTE8bNXd\/0cQJRy7qF1efIrTtk3lxpVKxheMMlFYqMk7JqZLCnSplCgGYRLVk\/AMdj7LLv\/1M2J9XLtwXmAA7hCXb1n99Nqg+8k80pAXo61261kaT5nTTX67AGvEv139uFXLszk5YBMYlokJ4dGWbUiwWrsyplGk51j6exk46h2T3s2z65aH99sO47S\/EphcUp6KcMm6FVJqqoHcvbwPa9EjozGX6L9l4c3IpQhykklw697C7XbyumU8iWuUoHkj4AftxG4eeg4pyVFncnK8xwswgfSaf2PVpMrwtfkmcFS8Z2MSjpf1uHClSj+Qanm44aOF679EBrQvw1+FpKhpettaGkcmUZsLO9AW9+mMoOfhIzZde+3HJknduMmYIXoABNBFEAMJbjVgTR9\/SEww5DhfiZUCiwo\/PJTgAftCuxIenPWno\/0MfIkR57fEOUx+uW+3TMq\/IC9FyXpIHKMgqYQxUXARL8SXal5Us\/ICurMwP6fVqcUVhHjYS9dUwx+2wculLEzW1GG32fiUKe2vcTl+fUcV9EUnvY0BGhPJAMk8jFWOfQTLH3TMZW43Q38HoNjReC1m+tzBe4GetZCbmwUPtTeIf03k9URlg6ryEkeWu8yWGMqaHfRTHUW\/8Ccf7wtc2z2KImCvXkapTjNo9XtSR8b3mcF6KJIUWaqk7FKfokCHPL6XEAu+d10noAQI4JNUeYacp12swS7R0OYJX429uXYIeLQV3hejw4zEQir87cNNAWfBrgZpXRB92bBNxjPbNYkQQM4SWrzihH97Hjh4TZ0BLP7HAgsf2cA\/XqGUEQexdo96+58wH44GlOwvV\/Tzkcv8qvzTShGk6TZUOJfJCZ\/IsS7Rf8QWXO6A8WiBdoU9TfDNc9P2CgEuxLoSKN1rRbs\/JdKcI8N+duUwHwefGhOv+otDhjtZNGVJKv\/NQVSsQbiRV+O95KXJ\/phXlxT\/Oi8y2TihNuO3usGfXUx4dk5A7\/FoZyYZjg5HU7PINOF3sbbZ3JMqTwE46hnKvENWxNIeDYuCi9PgDPFdPw3YqOJK41gSBajUKxRfslDCQe2CUrKn9tTY3WoOEZmv0i4LPeYiSx9ZLqJES1fchERNcVC1aLrfRyAIQ0daIsmJIJyQ4t6ttJCO+aG20ZlD9Ys5IY4dcj5VybYRYCYCU3LK2D3eZGLs5KvBIF625RhcKBxgNdKPv4pJuRoUGMD1nVJkM+viv7GglvNP4ipA6SYPT1o0XicUmsWKRtOxxcttaWBeg\/4Qrc94eFv72RpnHbROi+MzB3OdIcdbtaMhwez20slRiskEVsJ1ax\/xLE+lptiPcF2+AP8CxLfIO1eR4Av4WvX1zFQvX4kZDR6rf3Ps5JvfpvrJ+cQSz3JE6AvzEtVYPRrGzoHC4SikLV6SGTjN3fotD3wdzfq4Y8rpqGv8xJkmVpMrIlhs+Nq4WaESVfCv13b0w\/pAebmy6QtqPXhgrH+X2EDW+2iGNe+HS5Qlv6FXtE096Vj5dce\/oz21qzM7CMiQhILBOoFti5W6Ii4hHnEcFXkIWjWDal4eoMJKWWZwaSgN9+X9cExJvL1Vd+5kZ90Y6MtUrgoduYcePh8yUgs2PUI11Z5AGoTWuFdDeDWru0sc3q+i2vy3PpUwg1oHEFxsZue\/JNS4\/ptFg9TeGLc1XI\/lOAlp5ZAhWuGpXqPZnnDoyXsq2iE3IKHGX4rSBdq8usLxdAqiptnU2XsMLk8oR8O0UClTVu2I60guHdKl0ar53e4FsUYDeRCGr1XbAyF9IHhr18\/3sKG6K1R5vK0hWPCbCGT5I9HvcEd1QUAbb41YsiG7IDfTEGATJFvBg5+XozdNuq7bZN+Hh3RcG9hoTF83AuhD9ecHJNmLsorg17lBcttl\/AxSxH21t3DqbDS3PGa4GiChY\/zLhzea3iYiAVVoPBtX49e7zZil7YtsR8XsXBKQ\/kKYsN1UtT\/TNecGli8iKRftXyIg\/wDelzj\/Q7wgPutKeP6AZUFStabeQ\/ZKMam5bWTZFgOt7sycF3ygMWNqjhZPANiOw+OAYPnXkwkaYFqQuk8clJkZatW6c6Io2IUXB20kjNE3PHmZTPfLCwnjg6HIjeISWqcGVyNX2eUbOnwxGKST4iNf5wXmIguYr+Vg6YHGOAGB3W6Sl487+Yl3r+KY1fAUnF+xBDbZhwmfU9zZIYhw3MnL7mRZYV5+z146Q6VvsrUDtin9z6VfRpeCig+ea3JxKdFhijGTmc4mrAuETqkX1SZ7WuBngTsk\/tHIBGWJdJYz9oywDFAtw8jAHnyuz492S29gq7sgV3RAFnPn2NX6N6hbzyHB6GZljzfVpl5SHXslmzx3tWM55TKaP6aR\/AEEP0U\/vzW5+twlhAHct8ouMc7o8OK7a+U1DuCiyxv9UFxpKaAHcvCaSE1bZQOt4MlS4YUU3Q3VRPOgUsbTglKBFTeHuUBQW1USrctNEXyVMmJUeKJ18Mj3jVWa08YRCr0cBWuRncwaDveKKEhTWxHIPAlLVI\/x1Az50PvHb8AgtZ34JLTNXmMsO4IDOz1imZYdn8ANQWnlpD8YlUdW\/jA28dHHDjoltWVgtTX\/1tQC2r0L9YqLa\/IePfDGz\/Ioofze88YHbqm5xeHuBW9xMtvhaMyLSR+JsSc48Z7VzN7R1svSyMkpdPbiyJUoQxmfE3MWt1x43tDSLHflvkwuoqR\/TGqlorJ7xFUwhuaPtQ1mHjzdIN\/GwKf5JKaHMek7b8\/DQp5307Ko3K5hh2kODxAX0b+tKCXwgNZqJ0XnZkGnoTg9+nByjJjeqbiEEIfMLbb1pmk9I1EM8E4jhDJyfSOL8gnANjH17AuUyRBY20TErUExHuM6ug8dGYLK3iG8zYxfK+O04csE4l9FAiJu5dn2rxlpldjdwEYgOi3Kw9reDdGp2ZqKU2kyvlXO\/1g6H0HA4kDGNmfEPM\/krpa99XEyg\/qy5NjVPXTQwQ5e8oIeFdnoFnRMUsrE7AwNyj2tcejMwfSmzSIf\/Rmu\/WJWpGIDE\/aNfRyMVPZkYvLGS6I9Ww7jQJ+lcxZPRlGqqibovHjTxq\/r99sk\/Pvwc6q65lwsMrgKTUKCM1zLzd1iZ8HxcjN9lYzxXpQhCElasxwndpEoDtN0\/1om5zeDM\/nvfci0NPFKswQlJF7lfDNBnYOTiW0bcdgU3MUDQpo1HpDGaMdWLV30\/EC41CHI\/muYb6OBEnaCAXOB4fef+mto0m8GKnjjzh3BMlqcEcdSWOFtutXZL4D\/ZxAhu0QpCl5egB978yZ0ggHMDy4Lw4GibfTKgN6toRmYVDOlxeGEinpTxCN7X3gnTBxpTyj1MoxASK3DaGI+y9MOqvZuOfdKaTiCXax1tEwifbngockG53ZpbItCjTOQAQoLofWzFRv3x7ZZ0mh4IjsjTKJ+86Z9g9JaRHaP54wo2kee+gdCDD63W6VpANW9\/y0+BlYf1LgS70TkkpPJpUgr7cNhByN1wVyIDefA2oY4L36DERO8jLFE6d2XyptYDb2C4eSj7jrXYHkGaGqHICNunoTsOhAM3JvHZbE\/iYG9o5Q+AxKmOecrGXHa3ulXKwx5OUmjWoov1NxycPw9SC5JsNPF+7PLiO9YCaUTPNG9mtK2O1CkoP6DbnkFGVNNRFOvxTWRrZqkj7ON5OXVOGVP\/iqtLkxaFzI1vcK1ZJFukM3199mM4vHgDzSyxe8TD+I6hjE\/WLRkel9HKjNyF29uMIGPQedYyvcUTFkJnfhTBLvkLBb1\/qqL9+UtTO09tRRfezFVMWa9e0LYovXcw15XE2vs9mmWaOB0W++vxiWHaERq1nJQGfYljyqznCwul+teynMbtcRHGmsMWG\/i5oM\/zmY\/xo5\/hhoJQndyqQe7TPZ0jJTFOf\/svNX645OAFQZdymmfkkSuuRNkLd5qBxhYQ3fm7s17jPza5GR9VFlQWJSsu9uat8nIj1fKKFSl6TSEPIJbL1OtkTNNPsI4aE5hn6Gh5pHS0Q6UyB+OfzdoEVc4CSY5VgnBpHkRo9cWjhQbsHM\/GXBnSzQhHN8HcFD1FWdCMD6YjNZNdf3LhRDHgqRurb\/e34DRXQ1imY797t3Hw4MjwKzgiDCEF3B00cJAmigE0O+h5IYI2mWDpZAV+9B8bf1FqXbDzoXzInOgG+YwyeEaQAwvqCjBmk0xbnfpi\/qzfUoUNYCl10bXpRfafYUN9Aos8QSNsAWvOZ1uKLfmOIUwFkLVp7KHS9uA8zAH2vRU0dfi0J4ETuIbW6QOHiKYOA8+z0kd5zg7gtyJfttSW9\/AYKj7z1bVU3i\/rXrUemYspEKLCixO4PGn8B3feDN+N3ATLZV9i0yw\/iU5qX9uSkiaPrleFC7qCOCvU7\/xv1jCZ\/p\/tGnwDFxBvV54SZH7k2oWGaygpuBKQYZeSxDWV5jaJHOHRFh0Og3Xb7o5vKKayPBnC\/DFkIAJGINjJiz5M6TKRhU160De\/X9aLG3gf01c\/FXElXWYPYy7m+Ld\/tMHjGeYFgfQIEDQuBkXzUCRZsOY2bHSGTkUdx642Y5iaufZy76H37QbPe8Gn0kTRG7Tc8K64v8AF7smfCjBmzIIZKR\/fh53O3kQH\/g3atkn3TndOvn6OEeo6q1vLWoPatkn4+p0ANeG282Vgq3bRMFP2Pwy8XjVTdjSeT+nsxtGzBv9cmuL+OJMh8jp1pZ34\/wo5i\/VwxD6IXTgsGbBfHJSMpVECGfegisgtj2cjO6FEgau+9WrZX\/86aq9in1v\/Xgr+JNMS3szI+pc2+0NmEhrMYUcFLmrWoyPsOii\/O+obfDI5d+vJxzWBvUEryGzXkIY2qgqr0p9jUEIe8EpuPAVvDfWrqDvXaBb1hcz3YSW57if8+DoXQ72nPxesRF\/Et3WRmLMS\/p6\/uCbmA756k9VY0ZMMbTatsO7Gu2Vx+u+IJRQxJsbMe+eTwBbvTArgyh\/vMckjnJoQGxsY4o7iZ+JDvQEvwbxNimmPezb99ATwiqvoLSFFzKEXQ06BCxNXehWDvJpJCGECkXcFlVeg4kHfc+vbADD2izx2SPAuraJWhjgfdQAbzu1Kabih4VkdoYtDdXqmyymZP3UmsxmXFxd0kb0nSsNjwgGo8Tnrhc4VLQ5kUMK23N2JxS8QeCyI0xJ10SKkaIMuVKUXoPoMYe24c7p80VD3kEvcvu\/y0zmJ1YsZ9irzZf0x+nhgPiTDe+YCImunml53mSUHSSDV2Ligbbs9smh8diJznWfE+SRpVGN8D7CC0gzfWoN4OM2eNI5nRF8xjVs4d\/AUAOltvmqGZYek65upepTngQ9tFpvO2rkdGdDP2w5yQTIhYJb0Cy1r6aP5sALnHhJdwQ433CJSUau5c39LEFo8hRqEBJJJPSI4UotKYkTv+5LIYuFwRw7cdKji\/t+RSu4M8BagYLE+ls8Ltd74KeuMLCfEfUrqR\/NyKkU86RmVeAoX1jmVl9IBZ2wjfzdQ7YQuhYdPiekVKuf46nS5sle7ULBJRTO+rrB8jqyb0vUA+Qo4LvUttSYCISqCA3ajFqNoOwxgyj02TdSMnm350Fg0LsWw6vxVX6NHHC4T4teZ8JH\/\/xYcrRanvRBFFAulBllnKHjwrxDnbSLs43u5b8rp7ZAtmKun6jlUsNYesgVzNyUc7ZDEPGUUQPNUQ7plxORGh\/fygu9KGv+bzACm\/4bcvT7CfA4xkfhDl8SykYd0bFFMGow48+emCp9JtL62Xnyi+q4cJTT4BMa4AjFYazMCyOZ6hEfVnvFxtvuOq7v1AvmqAXxNRDwpc\/V2CTM95ksGa4Q2t8xhEwLiHs4xI4astIIa+CAZnZBo0MBH8EI4YvJxKOomxvnX9tZZhN+cpE2yP9+M1ERziDgX6JR\/5gOUW3W1Ayq9ua69pPdT6ODSGsxvi+3ZSZDwuiPeKPduzGpa\/9mT07zdwT4EO27iGKYQKPKzZuB1jQE4xRmhBAQzti8pc7dBg+1ZuBIDG6rribHU7rkTbDBiv\/Ei5BbLWvX2LKNnpu3el4eA\/JEmnbeI62ZnUUD8dArsmg==","iv":"bcf1f16fdb66c572a406391c296097dd","s":"4acca5d680ae8277"}
Eagle eye. Golden Eagle image courtesy of the American Eagle Foundation