Tool marketing has never lacked confidence. Tougher. Stronger. Faster. More powerful. More durable. The category has spent decades finding new ways to tell professionals – that one tool will help them do the job better – than another. STANLEY’s new...
Marketing products like faucets has always been a difficult assignment. After all, the category is mature, highly competitive and functionally predictable. Design trends evolve – but the core product rarely changes – in ways that fundamentally...
Rebrands in the building products industry are rarely mere cosmetic exercises. More often, they signal something larger happening. Ownership changes, operational expansion and portfolio integration are traditional trigger events. Or simply shifting market ambitions....
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...
When Building Product Brands see a creative campaign strike a chord with homeowners… the temptation to follow suit is strong. Maxwell House’s latest effort – temporarily renaming itself “Maxwell Apartment” – is a clever, well-timed...
In an era when most building product brands chase scale through screens – counting clicks, impressions and followers – it can feel almost quaint to see a kitchen appliance company take its story on the road. But sometimes, the old-fashioned way is the most...
