What’s Inside the Brief

This is not another trends report.
It’s a blueprint for growth in a category undergoing structural disruption.

Inside, you’ll discover:

The Manufacturer Demand Architecture™
A new framework for preparing demand before the channel ever touches it.

The Spec-In Influence Ladder™
A model that clarifies who really makes the decision – and when.

The AI Visibility Layer
Why generative AI systems now decide what brands get seen, trusted, and recommended.

The 2026 Dealer Relevance Curve

How dealers are shifting from demand creators to demand validators – and what that means for positioning.

Why Now

The landscape is shifting faster than most organizations realize.

• Search behavior is collapsing into AI-powered summarization – visibility is no longer earned through rankings, but through authority.
• Category fatigue is eliminating look-alike brands – generic messaging is becoming invisible.
• Trade shows are becoming decision accelerators, not introductions – relationships now start before the booth.
• Manufacturers must create demand upstream or disappear downstream – the brands who shape the narrative win by default.

The companies acting now will define the expectations others must follow.

Get the 2026 Building Products Growth Brief

Fill out the form below to receive your early-access copy.
You’ll also have the option to request a private executive briefing tailored to your category.

Prepared by Kleber & Associates

North America’s building products marketing authority.

Building Brands that Build Better Spaces™

Kleber & Associates brings more than three decades of immersion in the built environment, helping brands:

• Compete – and win – in highly technical, highly fragmented categories
• Influence architects, developers, builders and dealers with clarity and conviction
• Build demand where decisions actually begin – long before the sales conversation