The concept of home is an inherently emotional topic. It’s something that every human on earth can understand. It gets straight to the heart of who we are, and it’s intensely personal. That’s why we urge companies in the home and building category to...
It seems strange, but inanimate objects can sometimes make for compelling characters. Then again, sometimes they can’t. To illustrate this, we have two campaigns — one from Sherwin Williams, one from IKEA — that have recently released ads in which...
Every year, the marketing world goes bananas over the Super Bowl ads, and every year, the game is punctuated by a slew of over-the-top, creative-for-creativity’s-sake commercials with dubious marketing value. But there are always at least a couple that cut...
If there’s one thing we love, it’s a good story based on human emotions. In the sentence above, the word “we” doesn’t just refer to us at Kleber & Associates. It refers to all of us as human beings. Real, emotional stories are what...
We’ve said it before and we’ll say it again. Having a deep understanding of the consumer mindset is a surefire way to create winning advertising. And when you do that, you form a connection with the consumer, and they know you understand them. The latest...
The plumbing category is a bit of a conundrum. On one hand, brands in this space are fairly reliant on contractors and designers to influence consumers because, let’s be honest, homeowners don’t buy toilets or faucets very often. On the other hand,...
