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":"j84en+FFqbmkWTCma48LShUPntndPPLgHOEiKLyauVzx\/DWy+dWNopPfYC\/n7OTBQTr+5sAdrCLWDYukIbX2wytfJt68v2sOio+fv+LlQuDp2j5Q+fuWdGPrn65KBvqd3SMz1ddkBPKBMxe5BPLnLCHTUkjh7ffEZRI1JCy212pVFmJQMkCXtMu0HSNm8UTqyFOb0cXPF\/BYWQ4sbyqmZAbc8n0AWfD2R7uukENML2ZyP\/2S26aR64qc9td2PQHZd1GZjy+VX7XE9Q66+v8JGAsJjeIVcWwrtAjpYBYyeQaElofXFXedO\/f7U5JBNDdXu+DVzX39SLRovGc2wUpZtorRb26ZfL1fGyDl6G8tqrZ5wZ6uVYf\/mHs8rkOyEgCkCUZvfabkMb7lYGrbf429J7ud\/1cB+MVTAkuel8OiWaqfL0Fv2lbQIPrzkaFR7nOGpuIfRBlMAgx7\/o8HEUtNDapugXYtCR61PRrHaMHmfyhfEDW9ppFcl8gP7kqM2QVYtw6duPNHIpbktZQ2oQIAsdKWGzPLM1rzjWd51UV0I93jwodCgupu+Q5DTgs97Ibej+6IT3Ix7dNHHsmG6teFhLA8LReoq0P8Kgpn6i3OhhwblvMX6lxuvA\/xoS\/O\/EZMyXikB+nz1vYcoeIaFsYXDqV2Z69JOZOLjcYFgMaNDYezhq6akYR39n9GQ+0dDrAE2IL80dUz6g+90IPQtRAPQ7Wdgl0zWSaErdjVExwuUluEJ2X6gW3JJKDd85krnSAN049xR4ekoTmXtqxKKDo7OTc36yaMGVmMLGRoTKHOR\/zAimMCz7Wo1lstckWa+94oVH2in6OWTLDB8U5uaW96twgttdm88H4EfbVeOqb6swKBD1ZBZE57GbPx0ytQ6Rbt2Ndovafz4WRkxvFxbf6UPhQvuFdScgwTTv8cTtH+k6ATu608KTMDgKmnm9PQg7rh\/u0Yja3oi8vb\/PhLTm2hNI2vfNROxZCcL0Bqgr8AQt5qi3rDe2PUcYEFPxI93WKh1bkF1Uy1dmX\/hI4N2xf8wZF0H10c5FeFLq5thvFm1quisHdzvCD\/OW7aYgzsISBDw4dflEULYJkypZXWzNocTKGcucO2zQMn3wYfd9IrrNN0LcbNJXjm8gfLuf7W+AeVeDzcNd0tFWhnFENOUwJfP14p1iZml7wDg1mS1L5nl0YSZoEkygxIICCPabptCzkJf3qquMU0PYxvKm6Wg7vKsuOOLZVfoZ\/zQk0yQ3glhigmMbuaS2qvsZi\/hWuRvXT1EjcmYCrhNtrJFvHpLaEbC0zNadHKGnQ9c3MyqZH4dWUKuJkt5VRfnC2EJtEb\/zyUNMvK2E8uqRQiJlbNbly16LnSKkzb0OBVgUBM5wSO58BFsGo0KPuIQdOdJHjQT2a9NtYCApnYfVzJJ7Goc+7aJKH4aPeYuHZwkQOgijstGLmUM2VM0ZKr2jTT6QyBwJ1hv4+X+wu3J8aMor4cCoX26YrpsdTqqIWHs\/gB4RPfuPh9G4BSCWUwMgt5GNfb88gKeicDkptW1MOBbhV1Skiya8F5Gph1i7iuLwMRhI0jUltlq3C3Dp1KG1NFcGGtjHVqac0PAIrxYsU9R33ilmBDTA9\/6FPXPhMXwZDjh5r1VeRIclyUi5gfW7M4NDoFGe0pF\/uOOXXxH9pJFkoN\/mmTjo\/u3vQjeaP+CTsk2htKxbQdlm6q7D\/rYvHTNCu\/dOgPBMLbA8BvrGxq09Pvcv0QiiWlN0AM5gIAKtzqVPr3LKRgiXV6WzI+5n1dJODVj2f\/Cg4Seq5GSuNM1zOBPp0Nw7s+fw9wr325KaJrEpUu7eTljj3tlgyKNvnazmBuV\/bQN8bEBA5tM+CxpcUQmP8xgNzuH2XIxb+G0IC7DB1qb8g4IrepOdnm3mK6HMAcA8IqJWCXnQaigCZWdtcDToCCkA2Ads+H5RMxl\/nsZ94BRY6JbdwUtasb+FtkX0k8P\/LIDH7rZiSKqhlKsvulDmizZsID6Ec4hvm7ymVH+rQjtkhKMwqEQp6NA50PaCiIl+YNR1QvNkmMU28WNoybiq5JGraMTdzoiGq3h5AImFnRWQXYQ\/8L8CcT\/kqKM0W70y0SrDcRsxjwcnro2ecLYKzZiCrezhvyBmxmPQQHyTLL7KM5yv5UO2+Fiv6nPvuKDyAVNcQuu4\/3JN12DCglWCEgiR3qKSUUea06N\/L\/CvHMTPCLvxMsF5u68xY\/q6CGguDpdxx66yxNg\/QWLHpKk3GPaq5PQz4z\/D1aNAuoANjE1KMwxZrWG3B9zBUqtDKGjIvWR4quuO6IIHyxsElOg2NgOk2vLnPRxquLOwYTV1cQ1aDwAk108L+0zq5N+HBw03mzBMdPDRlQ9WfNBx6nM58NDv59za4HZ6uzLmCCsWqNoglij\/AF3vRONDgxo+EvGS3zGf0\/W7iAH\/Z9SA+pIOJJd6bNCFPTG0Vz0SSZqRn441VKN+PouZ27GYoP5E6erkiadZVttir8X7Zji4FV3MttveAw0mXlYu0ENTpIvnbx5zE3pd3ZWj5FRkWD\/5fmWW9PippHGc7X3kO6y5So2SA3zRyXgd5\/hw\/lvUqJ6FhbOr6noG9P5hNdbyMczOIdZDZIuiTTc430NkJ+S46KZFunjpYq96k+Qfn9Hqfypoc1PTK4txtOapD83d5y2TuWVn9vol7EZORt\/UwpFjtKQxJktHvYUvuuha9LAsnjz7nyOcE+EUPc3dTR9JreB3yLE1yuDUGibyyPFddoLa2QrDLKnk12Uq\/9ycg6JRcHtZK9rmiylKjdPjLWVn5YuuqtIpfTc1rvb9QebLSGt1Be9UJ+E0aaIODKIzh\/NTgqGDTD8\/Ui8itVoFdyunlJP54tzMuBmikdiHbg6VD1boqAf6WxJckqCEitAYLYRrXWRhzTnRDJHNErS8SWUVKzxdFqc+RvUMO94yc7YQYOK64AIso1PX8VENM6\/1H25iIGStE9bUJBkC6v8ONERs7rv7MQpdZNYu5Q9hc9N5keJCKFra85E\/HMbGoRZaTDMmUT82ZZsGsDr4m8PyxFheH5OA9BNZHIp+HCNsWmByURqml\/Vovm1rVNUBj7H5c6sJs0\/Cnz1XMlRADKDqOtfGM\/WoarZ9bUy4earGBv4uNAlg\/nBuQhhpjPRA2YbrbbpUxHvzrmH7wRrvyhtUieHs1CZOWQVDId+hj51+yBOF1L3vQu1oL6PZvqC3cd7hgK\/dQsyC1YbXkclNbTIoO97rNghFvRVPhOBKKbAPpeU\/SjnCiBsAuDbfngZ6mKoIjxk57blNqzckGVv3LeA0G7CU1z57GJbGEOEge4ZzLOet0zVZqVsbfP9H7zb4\/cWhPZEndl94rF4diUT3+BjXYC1FIC3+zY8hCjGeTHjyffcw\/7jdc6HFCByMCgYfmgr5sRvp\/tH7VjLyS8O+vG7HFQ2kVOituhQ8XkWGF9nGXAjjwgP2lC+XB0Lx8\/dNXYkzERZQmmg56Szulro+\/GrZu41bbEY08jZmCdw1uKYGVQHW+qqYao69b2hL6QVfbLo5V23E3Q+fp9b8SYKYtBFwBRq0sSmit8oi1CHicj3LGgEwW+IKQC4DXee\/sh0ZwIgVSlUp9rNU8xiCIynXg5x+Y6q69U70x43CVO7kfFYHhD9Q5bZQSa8Tq8O35\/z2AWIr8TKugwWCk2xehJ0dMYYcQRRIbm5BCDaQBVWWHIj\/SmHSPZkK1t12im0a+RpZZOlVzMKHq6Yi30NkOF0Kb+Hf308rNY6eecl6icAtv3HKTyXE0fpbrUU\/f+HdmwtKO9osApm4p0ib+KnpKTTfj0eWxDl8BQhAU0d4gzEeJzWOWBf6d88x0Xe7Ym+Kvc+C4VniQAMOGbd67T2cFVR4IEErW89o+UQ2qUPxb8wwsg+o1LwdnPB+JzmRLSDHxTcKr7tDNn6hP\/hPscvl8GY+1HU5ed5ZhiTElYfMdQ2zNvGDCQ02ROqB0JVlQG89DyKJzbAIYUp8l3k2\/rOrY5xEAQknuIPQ0hScSFDkcx3P9R38YXEgS34svdd3W3WYx75RDCfUewIRwo7RS8DmxK1i+\/JmUrGk0034J2MoH2cnffiUv36BCt5RaRTOlCsyZpwH4xhkWzyo1YGJyn68wuL8cteNoORMYRFabfbpa5bcmvv6MgXmTufi5ZDV+smq0EjFI092RqZIAVr8fE86+sA5bQ56PGAg6LqEPN6P\/F0zfuyHZSJCjbfFU\/FVPOiFFCl2MOti5lj8P1TwGutUhdTzI+rYXMs7gPmAugzsiWhKkjjRnToHC8FtR+VcG1XSU1+XW7p0evTyTOUKrSM6B9irG6S502BHpqyB\/kL4cN3k5t7X7tdy28aDx\/epoUgS0SmkjpNJFek\/MTRKvzh4RtjQp+hMYjy+TA8ruUCucRhBC3478FNEZe6Y4YaasHV0Tta9dto0wpbL\/hf3HG+mA02YmC\/KcnBKI9FKXWYV\/hVHOSEj3zXUpXGRWa9oMLNymh6z7RTBV7hkVMyePw3+6VYENKE1j3JlW8bjK1n8aod\/Qdgmxg0R9N5TXxLQAwOjWFq3Y3nHtxLmo2+KV+ia\/FEQHorxbMca0I2BzCG4234VH5UdIgIrtFvJJXJTE72o7rOrw7NpsvXWYLbJcOnNY1yG0RgmqIHtVpWXuQHuzqCTdrHRnFx4jCAtUPgrzrRwdvJDyhPGGX1NkPxgyhK6uq96wDn6r8nftB7Aj+0xiiJBmJkt9lmBEzkYWioQK2RO\/ekw8AYQdoxo7k8RfiTkh7mBINToj6t+IpkOIQQl59bsH4WpNBWoVnISzfB1ZBlfM5RVxJAGQdJWFCE5SEo1JagTJripmLptbvgyyJFMfpa5fd+x4t\/osgJzMVGQqlNfGPCoy4lqGhSGjcNwZ2MlaI4VDSoei0kFqNFsfSVC0fHFsjzMMF834UJvClmW2E7zK+e0qcwmDgOXs+Lp8EmlerKBinQQA3nFK56grG63dBQVxgTx9fLMu51pY9pvIWF4hlGGo5DQC0BNFwFrufEBZU\/iBA3WS7rkNysmsWY7MZDNmqhaz02lu8vtagSTiTsKhhNKiRXRa2gJ9htNkaqMPLOrXfqZ2kMIfozMvsg55WfrD\/hb6f9GqbcfcWmIwPLuFeLmjCPcqZnJ9FIlEs9xs79CixQPo4gR+cHvy5wy4EN24rwy02e\/9fXhgxEwE7xJKjmhj7+PLLmdgMWXpW8g9eoD20kfUm3uj\/sVQh2B07f4kpE5CQVQOPpcrTc6W7j7nXCuHOJ8sbVZ1SyaKnFpuBBd7bwBWmtTASXtf3JQ4+qug7loz09sIbifB0nCIXtlLbi8qaKEpZHTLTl+gZRFKDCzNq93ZvbvJkY8TyC3m1lJaGR6EuB3tibRRRPqCmwRXNtlyzrPOkJKD8j6h8FVIZhXZTRYbr+Tf5JABx0PIcEvQsaUSctJJbOwDHmNOpIm1gtWJwWuIJKJ8ZorwjMoeOmwFtYl7iXgIKy3dCruz7nVGZNVqO4487eoUxBh+fyErO8FnD3nbyoesTIIb8mARt4bTcf+PWUCNsphXNyliSgiXmPeQa2Xk7LDLlKmGDCmSpPUkEZx0\/XysWHJX85mLSxf5vWIa67uwvGaBHyzgI074AMIiL3TIWddPGmcY7IVv2cMb1bBhmg0x7I+71Hq9LLoNDDuWqYGm201hVQGyaJhMDTO6YoE\/96dytVx9Lq3PTquxCLVGuEU6JL3hKKBsS24cbhH\/zxyxFFkj529XfooPatCV1Px8SGtlKAq5vL9eaV3N1X10AtStKtYqi9cdhI8vjFmPRAWTasKom627p0Ghdhpx0d7CMPEgJC6baE7rsJNPdZ8oC1JzYyP0EGGkpQOQ83+204J7U3tKA6rhKZuyhVEb+29i3SLCAmN1saQ9IaawUVYDcOMxolgHUl6w\/euOh1hIUrwrx6YOdcpaP\/KO4OX2pdn6HyPS4SQdrlMPANA5RpBSmhnWxTXp0LP3eL84mMmroztxvEJ71xxs9ykPgp3sSmZuWGmlQiALWPnXNFSWMEMFuX0KPeY8\/VHEMT9oARkgbkTeBqxPeCkmpsxzS+jsk2R93f+ANGS2A52KwxVE5+uQqEWNcobJWUJiOpyJx605kDRWDK5ilBzp+XuFWPavenDiTMoFeAN7nbzGKOJ\/cWnqtkPWZIeBFycb3BjceLJFR1G3CqOd4J+NXmpbbtXWiuw82rARI\/xyooC946NI1NohgIBG2t07wtmsV3f+gc\/YN\/bZ6PverFiTDkthhBrK9WC2nlRaVJExCrz753cuVRxFhEQuMECW1xSZwT5BL+s2OWGzowQMF88sdNRFMy99PB0stJVYcEGfJJoJcrE1CujqexDiJzJB0MpDHY2tc+7vu3usPt9Yknuio8U+50dtTmz3oNnqoxqECRXer4VULSP4dNlGpgQjyE1IEhNYHXb98YnSbWihSvuWvaNn+HO0qcAxFKTKsLQ8ZNX1ufjttYUKEWrZXVKkzIGfrvVy4CJGOh6zlQOiaPIEnk5jlO4H\/eQR7\/NbxCEcnoS5pxRIfMiPrOMyRGfXWcCxetUJXIAgRET0X+Dj\/E45\/mZ\/loLB1lY6tJ9gLfhvnR02SkEEmB7HQaWSI017YdlndJ+aoiRae86Bbd3PFJFqhHkKtC9fNVck8hX6VV4pB+J83UlBd69Ih8EDmq2J3iFjkYPaoWCRPOOQI8KTdFazPT3nxJLyWfd0KmJEfpA7M1yPXcFhohMqYl0wWbTvhCmx1W06jnMN9UBPW9OFH6rR8eBXO7yNHZ7ETSG5hUwXKI\/A57jG0TtnLrcLpiRyZ3maQbuFoOugpYLAkco+uXg+xUgV1A6GgLDSHv6SkGaEA5xv33Ogf33gMznBqAgFnOfYlxwdjGRrDSFfZPXQgc0ttbtsJ75sIqWjw+jwBlGJdrvNr0rZ+A86E0eDJnT6Jg6MdagU6hYNwi+73Jb8YdYrV4Z3DMAPkXO4UTPhT+BBhu70dob4EZ+uXHG0V0I1ZCl2T+n6dY6rFAYFENeFti2C2RXnL6C3zrozKjV72Ti2MY3uo66JA5i8gOja6lTFQVvdHFJHWFpKrm\/3gfNtzojtuuC3ExXbgO7e51JuPM8LRSUmgt9VQSC31w8Uvwfyzn5lap50LLekmgyM1xcKdSEvlol7wTemCWnRTfAwBQ\/vacLsIoqhmGNNjUyKfP7nOXgcAmkPefI33xBoFYTwwP2EJhpw3x5qDU8r9gpg51jbqs8VMWzYp3gRu3FE4vYFHN9pTTMQoIBRwXNHhU9xBMS4fRVp4S7XUla\/8ECeJRhj041xaA1EzGzS48ebbp57EgLsH52q7c2hgla0ZkmAoHt9l2ByQW0+onVhsRD91NVATL\/BAbaX5ZoHid9EW+5y+zxkGIuwAgmom5r\/HvbVA38LwlLPrIRdBB1CxFQxGYky1LJv3PqZNsnuPxH\/wVax1bSBLTearmnyAaIZiWqaYAb0I1kgFgs0FdN6Q03cbVPHjDfr0HLEfaNc5k2R4CrL04xRgwdV61pKm+Rnb1BsgWyCRryEuBt+AF4QMOOXBQtP\/YrcF5g34snQzdOV+WJp9ZFnLpM7q8lULbpR9r3wce81hyL1POxi8BC4aR4YtXPL7vBg4st0UXWR\/c3qicprbvp7m1e+qQe0lj5pIT6rrBRKRHXl0niS3lxUN67EtCS8jVTVWRQLaCb2eHwq\/7Zi0K8sx2geNe\/MC9qf\/hSnkDEBZk4UK6En2akAuChOYNvX\/wdG08lL3768EALMokhxL+pOH6c\/VLLkBkxnQ98Jz+X61rUmDrVXHlvP2oQYxXnvrIYMGd2FO2\/3soLAizTBbD5ViSeSjXdMI4MfW+pk+iQeAPe3sDkcKHmlx0QzkHlmYjayKbVtDrdarb8GcD2JtV8v+E+56\/V\/+fkOyPYtoaAfswfX+jgJESadO8g3W1alW62q9JOtMcrWhQZX9eRjKweb7KRppuOuKKFk99hdytvdt97fb2a\/BnC\/ai4AB+9WmZ\/OAMSCH80gDDGYdbkpJOQWy4S2dJNP9Oo7DS2\/\/\/xTmd9irUmRZN1evRpN+S1eGIGlNVT4TsUbIrUfQ+p6foWU4k+eXGiM+cMZ1saJDT+uaDM94CtriNovK3o1gREp2pjSNtL8bji5fxPgKTJHTasspVMqYgtSh3F3uGkaGZnXFhi+PJ3QPPtJIyhFoDDk\/sPpQHC9zmhwIHRW6iNV5ncNrvVcJkBHhQT6K5l9gylUn4RYrblkA9iTX0oCPPKnCnhiY76dMjuyIa2PCXrjdCSWyqB5aIMaVvvmwiFW1eEKVvq5YFjy2z2O49IFKJ7rAhkWMyBsVMLURsi1U8MRjZdq0KdpfhbhLvi0QrOVCcVpLOYcotVX5WKsbFMscPV\/eqlE17WaTPzGFsY8IkAvF+mNmOTJf2kJ3pRr+CXxpF2kEiLg6b3GpnTlStCvoXqk45DR1uckT1Q+UcIXUhmbe00nHeS6bR8TWK2twlqnPZMIIySTj8oyWiXHChKN3jkaYwqzcYvb6lSo4CiiHUghi1+ThVFRSKBucI\/Kb\/0JM6HRVpa8IMjk01H1R2eoUCCTkqRVN485Hd1xtULn9mL7YrMBySs2YG8tULMUnFttRv\/ZEi\/Qn4ROfVC0Qg74nYvw5w6pA1Rmu8HyO8QMu9FmSjX7dKYJNjmhNpYz9cIEte\/hKlbBRxJ7336LhFjIA5W+\/DdQLHW36bf+1+\/e+rQwQ0dUlnMph\/zVIK6mqUg87LK+R+qXFPIncfWX8IbK8KG57mSvUQWhzHc\/Kgyd5Qvdef1s\/TBNZ7tiTZlgAyim0ad5zYyRY4wiiHF3cU8kgpRqV5VIzi28a4II2awlpT0Muh+VOBiyFCsqhPsT40MSLpGibpoZlmI9eOMAar7hQ5FZUUgw0VCnh\/UmanlSXtPMpY99idqyxZp2S0PxwGgO7Eg32uSQwzP+sgLxficnp3NgL4yTtRLKUiLx1PBDaTbyQuzGBqqJjLFzmxlu3iHzApPRXD+QBu4smrwbENIl5UPwtg9lHzj11GSYGLBeM3EoGKmLmas2Z9S+UwuBlyPGTw6XmrACdKPbpnGhg9is\/SDwUwets0pkDKIHy5OxYCaALaGhYcI78Yu9frdpaOcOBZPDcW3hQ4UI858CIPNjHdX2+5GszYkxOnJXWox0mvhjL2qTz47Bw+kW21DOkNgVdClZmGQWIO7daRBg87ltzaDsM4vfJ+uhNqpHk4kpI2li1Tkedr5+pt4htBbuRBCp8fs7Bl\/0+IQ\/K8fjT1WNT8A4EjjeqWUhRu5E+vH+rGxUC53upQy\/6QTT+MpcKZ5Uh4Q32WXBflcXwsFulke5l7W07H3cNSU5lv\/IMcXf4IOFpKnr5IoJM1fl\/RMvF2I+4vzP68cYrbckULvrqPPaMhCIXW2TcM\/8Uu1\/1Lvoh5gJr0tYBgHtPJFKGzGlLV6Pin5xEcvY0whIOnUsWuNimRw4qNg==","iv":"8223d22d8a3b4de66ee22cf76ddd8707","s":"91aa7f3a82ad5890"}
Eagle eye. Golden Eagle image courtesy of the American Eagle Foundation