Certainteed Press Releases
Sales & Marketing Alignment
Application of soft skills is especially crucial to help ensure that sales and marketing teams are aligned. After all, both sales and marketing share the same essential goal: to grow the company.
What GE Appliances Teaches Us About Innovation
Every building product brand seeks to launch an innovation so successful… that audiences can’t remember when it was ever new. The self-cleaning oven. Ice and water in the refrigerator door. The microwave mounted over the range. We don’t stop to think twice about any...
How Home Depot Is Now a Publisher For Building Product Brands
The Home Depot has quietly launched a platform. Which many building product manufacturers never expected. Positioning the big box retailer today… as a “media company.” While many Building Product Brands were investing in independent campaigns, The Home Depot was...
What Albert Einstein Can Teach Building Product Brands About Experience
As Albert Einstein observed, Learning is experience. Everything else is just information. Einstein was not talking about marketing. Or manufacturing. But he understood something every successful Building Product Brand eventually learns. Information has never been more...
What the World Cup Can Teach Building Product Brands About Hispanic Contractors
Hispanic contractors and homeowners now represent one of the fastest-growing sources of revenue in building products… and too many brands in this industry are missing important opportunities. Start with the moment celebrated this past week. The FIFA “soccer cleat”...
Why the Best Building Product Brands Are Now Aiming Narrower
Nike recently pulled brand spend away from broad campaigns, redirecting it toward specific persona-led communities. And as if in lockstep, Unilever committed to moving roughly half of its enormous ad budget toward creator-led content. Describing the shift as a move...
Forecast | PR Budgets to Double for Building Products
For decades, construction products competed for Google’s first page. Today they are competing… to become AI’s first answer. Gartner sees this shift as so significant that the consultancy expects PR – and earned media budgets – to double by 2027. Today, marketers are...
Campaign Critique: How Moen Connects Water to Lifestyle
Marketing products like faucets has always been a difficult assignment. After all, the category is mature, highly competitive and functionally predictable. Design trends evolve – but the core product rarely changes – in ways that fundamentally alter consumer...
Seven PR Rules For Building Product Brands To Drive Preference By AI
Last week, a Wall Street Journal article framed the rise of communications executives in the C-suite as “the revenge of the publicists.” It’s a catchy headline. But the best communications leaders were never simply publicists. They’re counselors. Translators. Risk...
What Bees Can Teach Building Product Brands About Specialization
Most of us know the basic story of bees and flowers. The relationship is symbiotic. Bees move from bloom to bloom – which helps plants reproduce – while gathering what’s needed to sustain the hive. Yes, an essential exchange. What gets overlooked. Is how bees...
The Digital Customer Experience Is Becoming the Competitive Differentiator
For years, creating a brand for building products treated digital marketing as a support function. Host a website. Populate a CRM platform and an outbound email campaign. Post some social content and a budget for selected paid media. And when technology finally became...