Home & Building Blog

Home & Building Blog

Campaign Critique: Pella Windows “Surfing for Attention”

Campaign Critique: Pella Windows “Surfing for Attention”

Whether they realize it or not, building products marketers -- like all marketers -- are after one thing. It’s not brand awareness. Customer loyalty. Clicks or views or impressions or engagement. It’s not even sales. All those goals are important, but they can’t be...

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CNN+ Lessons For Building Product Brands

CNN+ Lessons For Building Product Brands

CNN, one of the world’s leading news organizations, recently tried something new. And they failed in spectacular fashion. Their experience holds some lessons for building product brands. CNN+ was launched at the beginning of April to great fanfare. The cable news...

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Making the Connection – Earth Day & Building Product Brands

Making the Connection – Earth Day & Building Product Brands

Celebrating on Friday, April 22nd, Earth Day’s theme this year -- “Invest in our planet” -- is one that will continue to resonate, and drives home an important mission. Sustainable practices and products in the building product industry are valuable investments for...

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How to Win as a Challenger Brand for Building Products

How to Win as a Challenger Brand for Building Products

All along the muddy banks of the salt marshes live colonies of fiddler crabs. There are actually 100 different types in the family Ocypodidae. Each of these species shares a similar habitat. Similar behaviors. And one unmistakable similarity… the fiddle-shaped...

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TrendSpotting: Coverings Trade Show Review

TrendSpotting: Coverings Trade Show Review

The annual Coverings show is the largest Tile & Stone conference in North America. Held this past week in Las Vegas, The Global Experience featured 750 vendors from more than 30 countries. Professionals from all segments of the industry participated at...

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Critique: Are we Offended by this Bidet Brand’s Campaign?

Critique: Are we Offended by this Bidet Brand’s Campaign?

Recently, Joe Rogan lamented the death of comedic movies while talking with a guest on his podcast. In this era of extreme political correctness, being even the slightest bit offensive is a cardinal sin. To prove their point, Rogan and his guest said that a movie like...

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How to Create Brand Voice for Building Product Brands

How to Create Brand Voice for Building Product Brands

Steady, consistent dialogue strengthens connections in business relationships… as much as it does in personal ones. For a brand, that dialogue can be summed up as brand voice. Put simply, a brand voice is the language and tone delivered by a brand. It determines...

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Nostalgia Marketing Trends For Building Product Brands

Nostalgia Marketing Trends For Building Product Brands

Nostalgia can be defined as “sentimental.” Or a yearning desire for the past. It’s the warm and fuzzy feeling that surrounds us all… when we recollect positive times from yesteryear. Of course, this longing for the “good ole’ days” is a nearly universal trait… and, it...

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