If there’s one thing we find especially irksome, it’s when companies issue press releases announcing the unveiling of “a new branding campaign.” Outside the marketing and advertising industry, nobody cares about these announcements. Yet...
Here’s a newsflash: building products are not at the center of consumers’ lives. People don’t think about appliances, windows, and flooring all the time. Even when they’re actively shopping for these items, audiences don’t think their...
A long-admired model in the CPG business has been refillable razor blades. The basic idea is that brands like Gillette don’t make their money on the handles, but on the refillable razor cartridges that need to be replaced every week. It’s a model worth...
We’ve said repeatedly that we favor a storytelling approach over making a reasoned, logical, feature-benefit approach to selling a home and building product. The latest example of how to do that comes from Sonos. Sonos, if you’re not familiar, is a brand...
Here’s breaking news: emerging technologies are changing the way consumers see the world. More breaking news: modern home and building products marketing leverages these new technologies in an effort to stay relevant and to capture the attention of end users,...
The next battleground for homeowners’ dollars is in the future. Home automation and Internet of Things (IoT) are making their way into our homes, and some big brands are battling for supremacy. In a product category that’s based on futuristic technology,...
