With Artemis back in the news this week, one detail stood out to me: when something important breaks, email is not the solution for jobsite communication. Roughly seven hours into the mission, NASA’s crew reportedly ran into an Outlook email issue and had to...
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...
The Biggest Bright Spot:Mortgage Rates Finally Started Cooperating Last week, one of the most encouraging signals isn’t found inside either Big Box earnings report. Mortgage rates dipped below 6%… for the first time since 2022. A “5”- handle...
