In crowded categories, the brands that win need not be the biggest. The Building Product Brands that are gaining the greatest momentum provide dealers, contractors and specifiers with a clear reason to believe. A compelling promise to remember. And a relevant...
When Meaning Replaces the Hard SellProduct Claims and Promotions Can Resonate Building products marketing – at point-of-purchase – always has been comfortable speaking in certainties. Strength, durability, value. And yes, availability. The traditional...
Entry level homeownership affordability remains stubborn. And many in the single-family residential channel have understandably asked the same question: Are younger Americans simply giving up on owning a home? First-time buyers feel squeezed. Yet, that demand seems to...
Start listening harder. Because when building product brands invest too much time trying to persuade audiences – no matter how eloquent the scripts – often they miss the signals that are clearly resonating from the channel. Messages from customers that are...
