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.
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...
Why Building Product Brands Need Emotional Connection
For decades, marketing for building products has relied on a familiar promise. Stronger, faster – more durable and easier to install – a better warranty. Those claims of course matter. Performance will continue to earn credibility in this channel. After all, it helps...
HydroBlok Introduces the Direct-to-Stud Breakthrough the Building Industry Has Needed
DRAPER, Utah (May 28, 2026) — HydroBlok, a manufacturer of lightweight, waterproof construction systems, today announced that its HB One Backer CI panel has passed testing for direct-to-stud installation in non-shear wall applications — a breakthrough that removes...
Mid-Year Economic Report: The Market Has Shifted
Each year our team’s economic reports help provide our clients with direction. Confidence or concern. Smooth sailing or rougher waters. At mid cycle, the story this year is more nuanced. Yet signal-to-noise metrics provide opportunities for building product brands....
Campaign Critique: PGT Windows and Doors Changes the Brand Story
Rebrands in the building products industry are rarely mere cosmetic exercises. More often, they signal something larger happening. Ownership changes, operational expansion and portfolio integration are traditional trigger events. Or simply shifting market ambitions....