In this day and age, no company embarks on a new product line without serious research about consumer buying patterns, demographics of the target audience, etc. So what is it about Cary, NC, that prompted KB Homes and Martha Stewart to start offering new houses designed to look like Martha's personal residences? According to the NY Times article, last year Cary (near Research Triangle Park) was chosen by Money magazine as the “hottest town on the East Coast, and claims to have the highest concentration of Ph.D.s of any community in the country.�
Twin Lakes offers single-family homes and townhomes in the beautiful setting of The Town of Cary, which topped Money magazine’s rankings of the “most desirable places to live in the eastern United States.� The Town of Cary also offers 14 major universities located within an hour’s drive. Major employment centers include North Carolina’s famed Research Triangle Park, whose tenants include Cisco, Ericsson, IBM and Nortel.
Do you see anything weird about this?
Are the Ph.D.s and tech companies just red herrings? Or is Martha Stewart banking on the fact that geeks can't decorate? Does she think they have no imagination? Or that they're too busy to find a good floor plan?
But isn’t this just about the most unlikely pairing you could think of? If I had to pick an anti-Martha, I'd look among the ranks of the digirati.
What's your theory?
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