Shares of Trex sunk this week – plummeting on Wednesday – following the decking and railing brand reporting quarterly sales and earnings far below expectations. While slashing 2025 and 2026 projections… due to anticipated sluggish repair and remodeling segments.
decline since 2005, according to Dow Jones Market Data.
Importantly, CEO Bryan Fairbanks recognized that competitors are ramping up their marketing spend. And channel analyst Ryan Merkel at William Blair echoes that there is a “marketing war” representing an entirely new model for the industry.
Perhaps Trex could take a lesson from Kohler. While other brands race to automate, Kohler is doubling down on human creativity. Its massive imagery overhaul shows that in an AI-driven world – the most powerful tools in marketing – are still people.
And attention to detail.
A Human Touch in a Machine-Made World
In an age when AI can generate an almost flawless kitchen or bathroom design in seconds… Kohler is choosing a measured path. And for good reason.
The brand that’s been synonymous with kitchen and bath design since the 1960s knows that images aren’t just decoration.
They’re persuasion. The bridge between aspiration and purchase.
And as the company embarks on a massive effort to update imagery for hundreds of products – it’s a reminder that in marketing, often the human touch – still matters most.
More Than a Makeover
Kohler sells across seven major retail platforms… from Home Depot and Lowe’s to Amazon and Wayfair. And is undertaking a sweeping project to make its product images not just more current.
But instead, consistent. Across every channel.
The goal is simple yet powerful: ensure every product “looks as premium” online… as it does in the showroom.
Because for a brand like Kohler, visual consistency isn’t cosmetic. It’s a core part of its credibility.
Audiences today don’t simply want to know the specs of a faucet or tub. They want to see how they will look in their home – how they function – and how they fit into their lives.
That’s why Kohler isn’t just adding more images… it’s crafting better ones that are detailed, accurate, and intentional. Each image reinforces the story of quality and trust that the company has invested in generations building.
Precision Over Speed
Technology can make everything faster. But Kohler knows that the decisions its customers and influencers make are anything but quick. Selecting a tub, kitchen sink, or shower fixture are purchases people live with for years.
And in those moments of consideration… the right image can make all the difference.
So, while many brands are turning to generative AI to churn out lifestyle visuals, Kohler is doing the opposite. Its teams are manually creating and reviewing each rendering – to ensure the finishes, lighting, and context – all align with its high standards.
Of course, that choice adds months to the project. But the payoff is already clear.
Products that have received updated imagery are seeing a significant lift in conversion – proof that thoughtful, human-crafted visuals – still sell.
The Power of Control
For Kohler, this isn’t just about aesthetics. It’s about control of quality. Brand perception and how audiences experience the product. Before they ever touch it.
AI can mimic, but it can’t care. It can’t judge whether a polished chrome finish feels warm or cold. Whether a kitchen scene feels aspirational… or artificial.
Marketing professionals can. And that commitment shows.
By resisting the temptation to automate, Kohler reinforces what has always set it apart: confidence in craft. Just as its engineers obsess over precision manufacturing.
The Takeaway
Kohler’s massive image overhaul is more than a content project. It’s a statement. In a time when “good enough” can be generated with a few prompts, the brand is choosing excellence… consistency and authenticity.
Shaping first impressions and driving conversions across every platform.
And by putting real people – not just algorithms or productivity gains – behind that work, Kohler ensures that what purchasers and design specifiers experience in marketing… reflects exactly what they’ll live with: design, quality, and trust.
That stands the test of time.
If you’re interested in creating brand authenticity and building trust with your audiences, we’re here to help. Send an email to Steve at sk@kleberandassociates.com to get the conversation started.
