Campaign Critique: LIXIL Americas Targets the Next Generation

Campaign Critique: LIXIL Americas Targets the Next Generation

From a very early age, kids are asked what they want to be when they grow up. They almost never answer that they want to work in the construction or building trades. That needs to change. Fortunately, some forward-thinking brands are working to make a difference....
Campaign Critique: Why Coldwell Banker Isn’t Targeting Buyers

Campaign Critique: Why Coldwell Banker Isn’t Targeting Buyers

The world has changed dramatically for Real Estate brands. The least affordable housing market in decades has set the stage for a rise in the percentage of deals cancelled… as climbing rates make home ownership more expensive. Mortgage applications dropped last...
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...
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...