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...
When you think of a building materials marketing campaign, promotional messaging traditionally is geared toward either building owners or contractors. After all, both audiences seek to learn about the latest products and technological innovations. But Trane...
To maintain its position as the design leader in kitchen and bath products, Kohler Company uses an AI program. But not the kind of AI you’re thinking of. For a company that’s more than 150 years old, maintaining a creative edge is no small feat. Renowned...
