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":"EosimfpalSdY+VXo3e\/eRT76p6dywC10LBCcbh6QRUwmYcpYjfEs3F748mDpnD1FkYPr84mxy8XURi9w10jxCBAWpL1+G1dzXetf6wKAWxxMic8nRVzNL6Lge\/iGE94z8ggVLFK+Oy9J3ChLgwGSvioCKxG94PRq75qQt37O37FQLV7zhvD5w+I5vQoxk2+BJ49PwJ76XLH6BN\/+7AbXNFZaJlv3OLWzAsCFRTKwJvgAgTEx+9QLdeDpWYRWarg8KnNh5HofuqlNdsX2l0+le2q43Gb2iu1gTyh+xq4uHXyGwAxM+SB5bE9Z9VaML3KLFJWDfw5K8yQ3K+b6EQ\/yRHoO0DB1x7s8wA2vp+dqgkea0FS5+4Ld3LnubxYRoK2ekGq70X7kPT+NmkVi9ZsM6cVMt9n2XTDFJHb9rnUJaKY1GynAlYH9kTCjXLg+IUuJP3AWNzXztyWapBxG98kdHC1JvNuO\/F+Vdmtz8ktcwlXXGgE9emQlksHW4VFxVultm7T1Jl4V5JgazRahTgxPUTAsz4QbuhZfJc8CGvO3LBE+Y8d5NGE8uI3pwPxqTGmSShb9CMJf7YR4JI3YfxhU\/jSAjGNxGN3ms4MRQ7W27JsYP6YSQsL4++tSXxHrXUU2r1ANMHaKORvx\/f10DOtoTQ9mDVJSyT8w11mbu9bTm249ENZ+jn4xOgkxvtJHAaSOyIfpWEKhsk4P\/PkbsNY7LSK+RtSjeXBCSS0qOVvQF6VhsxlTCqVuD\/uI7hMHKHk5prWbHCo+0+fhEd3yF67O7MtYg4cB6TvE8H5+\/sGVuiyQMQwaT8POJFfzRrYXgkT7IHzSWpFgjvLsT\/aE5EqGUfcrR+vM2VvuhFrc0GpFUioWpW+tU73GJF2n1w4FU7elo0o3wL7Ubj7TkLWfQ3MZXCNkbqi\/LTfaQY2KRO+tVs3rm2uZw\/Pv3k\/h741CiRkKLkN2wXBpdHi4LTpD9OeTZCCaG6APR5qCghiNRidpMqcYwe0ur+\/SWeo3tyiYC\/M74jEvUJtKl7PQlG1sn1bkmLIdi9C+RBVyyhHxA+yEzLGE6Wu8E1IsmIIouBzu1QZ5P4SXpqvMC1\/l3lTn8oABB01xudlJEvQZEKh5y4FM\/uJ9egaTyr4+Cdx97vOVAjID7WpezoDUMNX+SLWgbHG6qMGfFafJkDT1hQS\/u6jNF2T8AXb5lpagdCNOcw0srXP1vDDutXbPxLuDfWZkZM6+30L7VVjV01uDCJOS64z2zqUSzeUqQUHUL4258Jt7z8lpk73GBJjaJ7yCvMWWXC9lSYEJYbOsk\/qfYXFYIAo3Tllf0gFsjSBRTk9yd1wgW1IZ2kp04eoQR1Qf9vG2wQTa2mmNhuPoFmVOpPw9DB\/9n3K2K47QMwIlZ2NiyM\/2zZflC6W+LMckqEbPlxge2q4dvSsp8jtBYEAY1PPEm7Vin6rylevGc8pLRKVxNnsdJyICJdCBSuC\/4w4M+IhslXqit+X16QVzSGFHTYru\/25yORPafYEzU7SDmOc23SkzSd3M0rx0TmR\/Esuhqp5U5oxHGL08zv5rspTtCzED4+\/WQqCblF0zOtyX7UuoFtYH7wLYn7Przi8aAUxanXJ4I++zNPf20yTDLSd6ynYAJTbrKMWg+sQQd8b2X2pOfssVVuwpDX9Eky\/jXyQoZJ92J1\/yk\/ZW+MjJhpWvfTDCPubH5wutWk+dSSeNIwGDJDBYlgXruho\/BXel4w5Encqkb2eXrstrg5jVF9KcuRJ9G+jI1wvQoaz+ZPDyOkqoDQlUhNn6TStA0L0VRSJwLQsVoC9WWCVTfNzYEE+lfzsEOtAn0DcAinzv5HaMg8kwWrDDpBGyhwpqaGBDCb+5XdxwEOWPlgHOlGmdvUIdIpdxavtzHJLQurPxPA+8q+61SHkfZFibx\/17wneXNG4lJEJLVoubl4b7h2pbTkvZzthf1NhFXvAvgyNHsFcwE9LQv3Ilc6QOee+9+MrkSbBANwQY2Y+nHnk4sEU0VcKSog\/Ikba9eUnmU92vYmM18OaLZGe8skONhRjAeMfHP4Z6gSugm+9ddtyTN6u056tnczahvCRl3Ht1fGVRhBlDiKLT51AqU\/Sc6AP1NLMP+aWA1wEoAWKGd7Rk7csQN7g2IuKOFswtlsi\/ZgYagPko+lhASYAJUYG4BTYnu+uVK8XtsffbALDXbyK6sJG6E2lyUDMVclt\/yemD042v3C2DWYs2QA7CnnDUyUXSTUH\/BKx8+DhLTUzOJKLsGlITVTXC4bqU\/cJ4bgjpiT978o7YXsEm3weoJchS2RO4Y2Kh5zA29RAQ5G7AthvVdZwhhU0TNYW7nIxtOb3KAuDeDnR4ObHGmcv5aAI7hqo9W0fURbjUwrnHY1FIsHlcQtce\/kMtTsuWLMKqv0AOaN9rqOhASFi4D00setSNG3ryryDe4IsRxCOJFwxwwHgSoGetuMujLKZ6nEtcHS1MCkxmOnN4A+DSARwz44ZdId2Xsne5TJNrWoPKsXckjRg0SrIRDJ9ArIfiAbgj96Zfruh88vNYeSy1Uan8ataonFXcqc\/3OrguaRMSei8qZUDkmqkXNtjnQIAJHoTltKi\/UKgT6d0ejHwCdDZnZ6EVRcyRL3ixyCiZExwP6+V1gtsoufb+lVHofxLm29MMUV7iiDHCKt21g7wK8P2k7WjkRigduV3H+Qy58Nto+00egixYfFcfTLpxfaouv5muo\/RVGAzb4tS9aJ+UJ0lE1j4OK843QsaUSdRTRTVOi7OW\/YkNO8XpL5T8WGcOvH8nogo+JWQiNqn2RViGv7AYtgyrsdPrgo+S0sM72YedJShR2FUQDzaCXRjW6wIJeY5HzRMmxr3YNX2ruimCc7zBzlNWO4vkCKDCwZRTw8aGHvpTLmFdKelWeZINrzqShVr8Wg77sVDIOgVwYAuIPnJs93I\/pHysFeRPlC543k05v6o8WcHDadx9xfZcUXkzkqy2ocqXR2pVYGoCKGGG8bEYvwLw3Y7VvCBmE8hkB9ftW6nmInD4+JEqTQ2MbXPihX56+0GpIA5vfQ6C2S23SAeuO6FjvOhC7VPcf2imBANGGCEveKF6SX2pGbHf6t+90c05deyRgOfBuRV5ZFcQ8eF4zXtNFhzjDqSUsJcg99YshbgOD\/tZp4fIsyUVtJmbNNYw3WadNK+ZkN9DCsbu0i4taa\/5OTJQxm\/P1rH7h+S1ClUkRZc6s18fE4vy8x\/3wXSg2BKBzhVIgG5D2HlXZOlpLsp\/gDvWuE83KMQp6R6P8XduDHaWicpCX6yqsSajscHcR6mwX3EqiT8fWNBhABkJ9KAvQlN4KbOeD+zV54XHJnXSwyowBuEi\/d8fa0xm4UXhUrcCfR6tcPLxE9NcdbXcCWvF9Xlwsb5pdckzVbW\/36EwOXmB7szdfBCXIKVb042ap1rGfSbWFTjGXt61O5+DJeRYdiH9rZWm4Yl5PIpoj3dc8eNPSJawDSWbBE4pZ9xYDnu9fno\/Zarf5631Qds1THSJK3aMFcfR2DmAShZhLKFVa5eYbhuO3+Y6mySGOMn9YFdDUwNEbyFjZsMGdT35sjdcEiOuFxLGqd4\/8i6MKDys34xAd5fn000OTyqTjD92jTn9KyN1bsBbAZ2EduftxDBYnZChbxIJ6CJ5aHPM2qE\/Wjz9LoblUag8R9G7G87BCj8IrSNc6jT+fe84WMvZlN4bIIzzoniP85RA59ShPqKGrxGduS2ldjKCy2gMLlsUUrMJXUq9XbmAKwtBvss6+6458XsQkMx8nY\/G43pYxoYXVHVp\/M8yQ3eksMIOa+bH1SMLmw2MWv8G+ZdTnuM3rihHrf7AyE9VUF3m9bl62WhIp4HP8v7YCf4cQ+vHZI\/npw6x\/aR0L4pc86Po6QNJReo+RGw\/n5CWjbvlNqnZYqOL3HvQ3CIXk6hnB+RmyAEKsxilDNVhcXq8A\/cAC2Ahn3nx3VOBKt0UTYdIfzb1ELEcBlQjt+aa4Vlwz8zLKB3\/Kt+\/Ga20mYXVZV9o6vtlTokcsO7TQP7cDHe9C4eBgK3U5xj\/oxtWwq+C1HIE4IZlM7mLYwWIldLjosneeFNhgle9mMC8CxjKvgcOYewUmnLulml14kdiRf08E2NKY2OpeThd+llKgVk5qXrvNOq+Q\/SIy8qZaJd3OdnkYINF5V6Nmau290zCkcTVT9eXu0x82lP7pPqIlzK4eVyHxT2wFUHUHnP5VNWCwfuutFVBZSzkCTEJr5XSyAmZsUQhNxInzpC4vcF3L9MqOYM5daBQ0eC\/DMvdCsoAKdYrULcc7tCzmFgd7TsLErhY4mTnihzrl0W6rTZIXmfoxTBOfWCTcZyjcsGQJ7A\/U2q+z+m\/jal+2ru0UuTH3Pl1\/dVwIkJCk41hrGDLFBd+1HhOiotACBlXmNOBGoau0PvERpGytg7\/uK43HodNbDumXsCPl75s7WM2sxbF3enRK+QStrmMKNKtUhnZPfPOmEzL6+OtvUfHymcN10TQnJJ3on4W+vUOzOV44uYjmS9gL1ChPPi9LAOscg5IVRgajBYw3TJEWJviHyXhqsiE4OXFqppYc\/pl3PV0EezhhXrpV2a+5YcxQNabuMbUbtGScL2AHCC5e8Uk3EftDq0snvLO8ic79y2mDAkyNswU+pHLFtlb3xTnw7L7m\/X0CNsdwhkZFRUfSkE97WOafFYCg2sNR3vx3qNu3RzkZLOhy1joWTXnGzJwn0GgMo+mEla6DOIya03bE3amzoWYKgyFMSSCAQxdymha1GDZLEyAIxmtUpDpOqtFK60NSq2FXizg8cJBfNywLBrsHTAgzUfv5B470JKOgNJVSWi1lG18\/XkcW6NbWfwT\/lXKMM6gH11S3ng6oIVw6Z3diARPpWzCrxxICtyxjLcD1pHgcZCs4AL5P4qj07boBzOmifaCJnRGJKzvzfBwFqtN+DZPfyrm+LunBlWUyrAsWTrumLsqk0HRlQ6MCkYL+dMX9hyEiX+ogki6bSIKlQjV2oqfCiC9y4eEuhs7yR8f\/D8Cdw8juDxb9ur38VAIk+HrfexwtAj1b1x+EmDoYorK1Zv\/DG\/lRIFnms7is\/bm6NeYuVNzukD73haecPxrNl7\/s9zbNQEf2m4Di+Jcn5K0xbe3pw6DufgmLeGUJ7793xqV\/hYBaR3rfNuorL\/gRaMO34unn6vTaGt1eD4\/FKrL05lBFUXyV9N5egIJxMHPmf64MFJS3xjFT7v90VsGPCSRRihA+7wXmu0D1+8e+jhmxGleJxYXvlclefMi8KtlljXBEiWJPn9jci2av4kkgh75xJdnCVrwGtclk6KIYTaWdtVQPZtMsqulk4OTBs0n5RpECqLvFuqynBTNGESgnxMt20nJgbg2sh04Y0TM2Zgm0CAt6HKLt0xJ8ya+fQhHE\/4dY6W63qpMrjlrkzSeGsxjRvtyYig19kaHVeUBvYhMVym3wxZMo7ArHTCD43jokOsAKvezeJlwSXeEwT4iHI2sCk2XgmBdpWbLEC7883JmkyUM6hujP38rS4xMhfFHSFIanyvMLBgNp85wPKpqEwz0ZKaq0eovlsE23Tj0W55GH2Xiod7gYKDrp6C7ciRHypeI6OwiGpYo5Y28P0aznc7cu5VIrHH3ngENqrT7Qy6lSvXHf8hItD7gvXstbSP4vr19rNCAuLRlXmowHhM1ufTY81yRlOS9Fw8YAgGYeExIiOcEe7p6tSrD3MICaHvjCSr1Ej8tuUgGbPD83V8Q6PeHKjs2BYxhyaD1ZTnfwVdzr+aG8wv1mohqk3AcJlndygMLpacjsjA4\/pPwnMi+dhBDmPwl4b+cC7S1HC8T8suihnrBOPu1WXIhG6b52PrLSgHQ\/FvVL8dt\/OZm4FdsMXHC4Wy+iEXdwRk5aga1o7s9GobUi9\/09FWbCf0oewIEUPuUwUucY+dsmITiiNbngh6Mnaevaj1gFfFHD303Tibezq+T485Y9Fo2Ghi2frndVG5WcMgYJ6Yc0xcfJ+JmkPOVwRu4FYOChaYQpMVMlCoOqoVF2Da\/CePdJZ64VvDk2wUYvjoZc+T5PigHAXnLis48M2TScawzUmvBPIJsh3eDNE3Ywjm+U0Rd89ObAnUmgPC67gehjaDbsqbTpFUinLSmTu4q1PAGACHhUgHS85I9barHfAw6ITyxJxyMGLBSPPjtdDVESbyL+8N5QO3waEjhDTWhebUPEebQl7jx6sB6NraWM+6l2shH51JzebzEVM983GGHtOfiR0mYMrAKgCqtVtYgaei3DnrqvUyXwUrSAy3mgDnPvaZpv024fm+4XzeyVRe+w1ML72osxC1aawMIHM8ARjlX30MnxwM\/8kFx87gp6I97UAvcaO1yyf5NawrYRLJ1\/qcLmw\/1fsV8PzuVqxYbDn8hPh8rMwyL4xrMooe2ksmOH5DVRSfGtI3b8QYJNDKneRZuLi4f3BgbxeCc4cIFWzBdCLzhQhXG\/fwyqxGlfg655waTGWScdgYsxhkxkrxfDdLoPf1Px7we7L86oaurnDkS7qdd0qDxXDGl4McxZ+GUcbcwP\/v5C2byqCXGau6QL32b0G92hby7uZWYTIM9ixfoy+64t5znrT8GqKf2vm+kS3Hl7uahPJsm9IGfLiFIlhZXi1xCMFgYSL7KTymny2QnHDEWVS17QZnLm3LX+NWmRG7M1YRip7bVT+tWTC171RUGjd3yd5MyZXP251IlAdempFSzdAJhXLC6QZyNaGvIFrm4osUJjFWBpzRVU4wj5vNow7Q+Z+tf4i5L1xZrfC9SGEglKPs26gcxESZdw372bIxmB0RKHuliF5UukMTX8PhLrE0NCXToAWSIHDxer+TXMzw9A5gBX+02A\/MkKmuSSk5PEuGdUpar\/gi0\/L0huQnKWRXqo+6\/7aKXOVaQQ5ulD62bom3dGCqyWriAMEVgsI08zQq0uhl8\/fys2aZqKf2gCVM9WolTb7eqOupgcawe3oEwAN6qt2S4jVX6funB6QdoNWBTtvYEJgJWZN0ryrWeECqAGS0arXej\/UwvsnrcLBO0yC+YWFIdX7O8x7P0zzO1Ewv9OqojI5LkA7MngOBt7dXoLJ+x67JRTScbmi5kPA3A9V04TD08ZqWf5JroYxTzkrnEpMoaEy0Xhw9oTgwKWEVtNIKtrKii4dqphg3D+dQn5urbZZaKR69w73OrsrucmmZpD+2y5LFROc4b7VXmus4yeeTvNj9Hex+Eqr\/g+T3XfUyFbbffLYdXDR0TcuHzvZ\/YW6XK\/LPGU9+\/I4jSq1djHICamJxyxL8w8lnwYLaWpjis38ZCWLJGlPm2x4iCCvPwkBxC55Fg5pxSAbzeEGzSB78f7gM7uJ7aBcqVbkLIqGCThGGp+1IINxVNa\/vANQtmnXP9GwD1CY29yC9kD\/hQeyw7PPKke7watuLTzpVHRX8nGeiUJWDY676ddn80s3GgdG9+HDgVFhlYAyo1wFmdfhpNBPN1YpqnTyJcVt0mAoWNYoZF8UC0fsMVGpdBaQ3jVQd3H\/9j4y2f8XtFVcgR0hulrk+ExNKYOE4gRcgEoZi4whAnQnyoFn3t+Wl2FqV1H40OagzRu7aAYUUr35jC9AsiFfxpch+gL0ZEFc93L7+4mPwJanbOr61IOMD0lIZ0x5i43WhDe7sJQg4H50+yYut0VIvTxYfllgXp8X+mOadYzfiuNhb01Emo\/jY17O0NScZ6m6sXfRXu4hXtAVIdzzfzy9Lt5oVAypK3j39n160QFCVpaB4rAavMFhANOPy3gTuPTgTz9FhyxbzMOBURBfdsyToeFC1EZskc2ZNIGTOfFBMdNq\/sRasNU3Ob0EOoassMQfeQlzsbddHZ0ZQoVfM54WCs6\/zyosZC4PCxwJWDblklGCDKw99AYw0UdgBe267cGFNZyDiXdTzQYMLAsNFU4YkCHxN5KOPSBSRQlOyqIq6sqJ4C\/SnrH3Aatl\/wZPWQ5YhirzRcWG\/VJosSYtauUqn7DoI4BO2jOZPIUlYF3ovD\/g4i+uW\/z5DiZ+NOK04wx2N\/PQaEJTZcG1djyUO9YB5RNrSWv8F7ZsBX42ENnpH2ghZAzLAMEva1xP8EFL3\/T+M9HnTbemRdPA92IwJtPXqFbZAexO8V4OxIApU8MwGKLw\/3jCJqGPqhZZEGgnXFJo+2d4lllWNiK8VopJpDJvIvCnMnov3xtvy4DWTSb3iTh915mMmuqqSph87bv\/ywg4D4qVHbKDw2SYhxzzxnglXBgn8NQAvWCLXLA4+g+kgJCGia1hS6Dg3zDQfbXMeJ+8PvphaQHvvJJz8uVO8fs+0lpEllAkW575ScyFeobmyz\/dN41EG\/DZM+EpoDY4Z8+wf60RGtLHBTKivbVmaGyoY9B+hALMfCcSnglGIeJeTQxVGW3XvRd4PkYj+X3bynz1pib8oFqUL6EKHwona7E12LewGlDu0+PrykYwD6KUe\/BzIoN8bRm11rjrFCL2Fu2TxHxgOvgQy6oNC0nEaqvI4vRMcDIzHwyUPxp9an9FS7KWjmLbUDGH2pHRjB5T49H03Z1KaNGk6vCG+QBrmwTiHj5\/lcynCshYbToSXUER2IoJeVcNv2YZQO0S1kSiMU8inmnHpA0UYAzLKppZpKD51ZAUuL9G07cRXZrvcGyjCk73OW\/19srgfQ3AjsHciXNfZnLYZuFNMAeV+odzaKxt7l5KXGG\/k+Scf691LPNFRN2yNF+NmDJ6\/BlLEG7xW4sXu8lq+3C388yGVi3KRwelJfPnsAu+H0QyzsrSrX7BwcOaooB1\/yRqdiFkA709j1ATeSjLPDK5hAy9SWTDAeKnPPn5H4ta\/l9FC8Tj7tjsIK6L26bn90MD5OTZvs305v6RizLLVKp6AHyU+5wC25SKZGer2o6jaWgEZ1deYtXOL7iDqCjLIaQC\/8z55Y6zAGntBnj42mTAqoh35az7VulAfhRulQ\/yMMLUREPUneMkKMQ+ner1J97YGFQDeNlV7015eE3zrpDY8qWMKi9XdwJkSos2M2zvnSb4v9VeMspff+xjU\/JqpKeUKIg3swdoRfi6IEFeJV30UbZa1cDw1AJq2F4XekmVRP6wW+tM+EdfHYfcGRTaIWJNb8k2qPBHg20bTcgbD4WXFpRX8ctw7Qwd1SLkrJAXH9AnDzCZt9PK65yZpclpJx\/8Uf6OTsq6l9etaSvigsBouTAF6but3qRDiO4lsfdJXe14w7vayDQ+VR+5ZiinpMjOJIUyJEHAe\/+XQDTU+IjPvtFqnqEin6V3PgzFXpPhm3SuhdPf1RMf0ah6QPQX2nfieuzmTC8FCvyvErTGJ16nWThowaf5va5hXxQjnOEC5Gsj0u9jyPTrDbWCOvcQy9vqTM7N8XLZxZzwrV2L67Zy8iOKC0REFoe+2l03SaGnDeK5QzfWGSxruX219Idvr64FcZIT0ZgKGOOB48\/3m1AgG36d2a+SuWHjjQC5LKfEIb60aGgPIsKJG2AA==","iv":"079a5ebea36984d0366d65894129cae1","s":"f449ce9454a522ee"}
Eagle eye. Golden Eagle image courtesy of the American Eagle Foundation