It seems strange, but inanimate objects can sometimes make for compelling characters. Then again, sometimes they can’t. To illustrate this, we have two ads — one from Sherwin Williams, one from IKEA — that have recently released ads in which their products play a central role. Each achieved different results.read more
Panolam® Surface Systems has selected Kleber & Associates (K&A) as its marketing agency of record. K&A has been conducting brand research and establishing a new brand identity on behalf of Panolam Surface Systems and their core brands, Nevamar and Pionite. Now in 2017, K&A will support the marketing needs for Panolam.read more
Is the first thing they teach you in Marketing School, the “4 Ps of Marketing,” obsolete? Almost as old as marketing itself, the idea of the 4 Ps has been drilled into students’ heads for generations: Product, price, promotion, and place.
For the most part, it’s held up as a tool for defining and understanding how the basics of marketing work.
The award was MAX Award (Marketing Award for Excellence), presented by the Department of Marketing at Georgia State University’s Robinson College of Business, and the Atlanta Business Chronicle. It recognizes innovation, marketing support and marketplace success. We won for our work on Georgia-Pacific Gypsum’s DensElement Barrier System.read more
Kleber & Associates (K&A), an Atlanta based marketing and communications firm, today announced the appointment of Kathleen “Kat” Bowley as Senior Public Relations Account Director.read more
Anyone familiar with the world of software and digital products knows that customer experience (or user experience, as it’s sometimes called) is paramount. So much so that it’s been called the new competitive advantage and the new marketing. That can be seen in the news about the preference for physical stores over online. The two leading reasons have to do with the customer experience — the experience of seeing and touching products, and the experience of getting it now. Big box stores (and mom & pops) deliver on this experience better than online. It’s important for building products marketers to recognize this consumer preference. It’s also important to acknowledge that building products brands share the customer experience with the retailer, and there needs to be a positive, seamless customer experience between the two.read more
You might have noticed that the public relations landscape is changing. Rapidly. Is your approach to PR changing with it? It used to be that the PR team worked separately, taking direction from the marketing department and developing the news angles for the product or...read more
Every year, the marketing world goes bananas over the Super Bowl ads, and every year, the game is punctuated by a slew of over-the-top, creative-for-creativity’s-sake commercials with dubious marketing value. But there are always at least a couple that cut through the...read more
SharkBite Plumbing Solutions, a premier manufacturer of plumbing and water control systems, has chosen Kleber & Associates as its marketing agency of record for 2017. Kleber & Associates, an independent marketing and communications agency based in Atlanta, will handle public relations and digital media targeting residential construction market specifiers, influencers and installers for SharkBite.read more
America is downsizing in a big way.
One of the most notable trends of the last year is the “tiny house” movement. Characterized by tiny (as in, just a few hundred square feet tiny) houses that are often mobile, it’s a trend favored by people who prioritize outdoor living and travel over “stuff.” They see these miniscule abodes as a way to break from the shackles of a huge mortgage and live happier, simpler lives.read more
In a move designed to stave off insolvency, Sears recently sold the Craftsman brand to Stanley Black & Decker for $900 million. While we’re sure there was more to the sale than the Craftsman name and branding standards manual, it all appears so very counter-intuitive to us.read more
The power struggle between architects and contractors is almost as old as construction itself. Today, the balance of power seems to be shifting toward contractors, as building owners and developers increasingly look to them to provide end-to-end services, including some design.
It’s much more complicated than that, and the legal and contractual ramifications of this dynamic are too numerous to count.
But it also presents a dilemma for building products manufacturers: Which audience is a better choice to target?read more