What can we learn from Rust-Oleum’s troubles?

Ah, the good, old days of advertising. You used to be able to make unsubstantiated, but mostly plausible, claims about the capabilities of your product. You could use copy like “Twice the Coverage!” in a yellow starburst to get consumers’ attention....

How to Decode Buyer Intent — and Maximize the Value Potential of Each Prospect in Your Funnel

Leads have existed as the heart of the sales pipeline for decades. However, prospects enter the sales funnel at different stages with different knowledge — carrying different needs. Treat them the same way and your ROI will likely decline. Buyer intent marketing...

Tugging at Emotions Is A Powerful Approach …If It’s Done Well

The concept of home is an inherently emotional topic. It’s something that every human on earth can understand. It gets straight to the heart of who we are, and it’s intensely personal. That’s why we urge companies in the home and building category to...

Why C-level Execs And Their Leadership Teams Must Electrify Their Brands Using Social Media — And How And Where To Do It

The ‘Age of the Social CEO’ has officially dawned. But it doesn’t stop there — all C-level operators and management inner circle can use savvy social media to breathe new, exciting life into an established brand. And the time to start is now,...

What if? Why Not? And How About?

AIA 2017: Observations from the K&A Team Amid a backdrop of increasing economic confidence and according to Chief Economist, Brian S. Wesbury and Deputy Chief Economist, Robert Stein, home building grew at a 13.7% annual rate in Q1… the fastest pace for any...