Sonos uses storytelling to show their place in people’s lives

Sonos uses storytelling to show their place in people’s lives

We’ve said repeatedly that we favor a storytelling approach over making a reasoned, logical, feature-benefit approach to selling a home and building product. The latest example of how to do that comes from Sonos. Sonos, if you’re not familiar, is a brand of smart...
Influencer Marketing Strategies for Building Products

Influencer Marketing Strategies for Building Products

In the old days, it was referred to as ‘word-of-mouth’ marketing. That’s when a customer who was impressed with your product or service would tell others about your business. Before the arrival of the Internet, word-of-mouth was how businesses — and...
How To, and How Not To Use Technology to Reach Consumers

How To, and How Not To Use Technology to Reach Consumers

Here’s breaking news: emerging technologies are changing the way consumers see the world. Here’s more breaking news: home and building product brands are trying to leverage these new technologies in anxious efforts to stay relevant and to capture the attention of...
Q3 Building Products Outlook | GlassBuild Show Report

Q3 Building Products Outlook | GlassBuild Show Report

While recent hurricanes amplified concerns about labor and construction material costs, builder confidence remains firm. Not even floods, geo-political threat of thermonuclear conflict or $1,000 iPhones could test the resilience and passion at The Glass, Window &...