For the building products channel, typically there are at least two or three customer groups that brands choose to target. The architects and designers who create the spaces. The contractors who apply the products. And the end users who live with the...
It’s been a really (really) hot summer. Fall is just around the corner, but — in many parts of the country — temperatures remain at record highs. GAF is leading an initiative to be a part-of-the-solution with their Cool Community Project....
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....
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...
Have Reality TV shows heralded the downfall of modern civilization? Or rather, do they provide a creative platform for marketers to leverage? The popularity of competition themed reality shows has spawned a growing wave of niche, special-interest series like...
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...