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...
From being the first state to enact legislation to eliminate lead in plumbing fixtures to setting its own standards for vehicle emissions, California is a leader when it comes to championing and implementing policies that protect both consumers and the environment....
In the building products industry, as in just about all industries, “commoditization” is a nasty word and a fate to be avoided at all costs. When it happens, that means you’re competing solely on price… and customers, whether they’re...
Not long ago, we wrote about iconic fashion brand Gucci and their Gucci Garden Galleria. Since then, it seems like the whole building products industry has gone showroom mad! To recap, we came down largely in favor of Gucci’s approach. They’re a brand with...
Storytelling is all the rage these days, and for good reason. Marketers are realizing the power of telling a story to humanize their brands, connect with consumers, and stand out from the competition. That’s fine for consumers, but when you need to communicate...
