From the Floor: IBS/KBIS 2026 Recap
Five Brands Redefining Their Categories...and What It Signals for the Market The International Builders’ Show and KBIS in Orlando delivered more than packed aisles for some 117,000 in participation. The experience revealed how building product categories are being...
Amba® Products Expands Traditional Collection with Permanent Brushed Modern Brass Finish
ATLANTA, Georgia (February 17, 2026) – Amba Products, a leading provider of luxury heated towel racks, has announced that its Brushed Modern Brass finish, has become a permanent finish within the brand’s Traditional Collection. Originally introduced as Modern Brass, a...
Digital Twins and Synthetic Personas in Building Products Marketing
It’s a classic dilemma in achieving sales and marketing alignment: the people who decide what gets specified… are often the hardest to reach. Architects. Engineers. Builders. Designers. Dealers. Contractors. Yes, all elusive target audiences. Who matter most. To...
HydroBlok Introduces Exterior Wall Simplification to Improve Jobsite Performance for the Trades
DRAPER, Utah (February 17, 2026) — Exterior wall assemblies are adding layers, handoffs and schedule risk at a time when crews are harder to staff and less margin exists for rework. HydroBlok, a pioneer in lightweight, waterproof construction systems, is introducing...
Wellness Begins at the Exterior Envelope with HydroBlokHB One Backer CI
DRAPER, Utah (February 17, 2026) — HydroBlok, a pioneer in lightweight, waterproof construction systems designed to simplify installation while improving performance and durability, is introducing an “Outside-In Wellness” concept for construction specification that...
HydroBlok Announces HB One Backer CI, a Simplified 4-in-1 Exterior Wall System for Stucco and Stone
DRAPER, Utah (February 17, 2026) — HydroBlok, a building materials company focused on simplifying exterior wall construction through integrated systems that reduce labor, risk and complexity, will feature HB One Backer CI at the 2026 International Builders’ Show. In...
Google’s AI Search Doesn’t Work The Same Anymore For Building Product Brands
AI-powered search tools are changing how audiences research, compare and decide… often long before sales teams ever enter the conversation. When a brand isn’t being cited and summarized – or trusted by AI – it may already be invisible. Exactly where decisions are...
The Way To Improve In-House Marketing for Building Product Brands
To Improve In-House Marketing Simply Add An Agency. Delayed launches? Missed opportunities with dealers, contractors, and specifiers? Inconsistent messaging between sales and marketing? Sound familiar? A Few Forces Are Converging at the Same Time The “AI resource gap”...
Home Depot and Lowe’s Just Made Influencer Marketing a New Category
Lowe’s recently launched its Creator Network – focusing on home improvement content – with 17,000 creators already active in their community. After a year of beta testing, the Mooresville, NC based retailer has explicitly connected this marketing program to online...
HydroBlok Names Kleber & Associates Agency of Record
ATLANTA (January 2026) – Kleber & Associates (K&A), a full-service marketing and public relations agency focused exclusively on the building products industry, has been selected as agency of record by HydroBlok, a national manufacturer of innovative,...
CES 2026: Smart Home Trade Show Report
In Las Vegas last week The Consumer Electronics Show once again offered more than just new gizmos and gadgets. More importantly, the event provided our team a preview of the path forward in Smart Home Technologies… highlighting the trends that will influence our...
The Passing of Frank Gehry: More than the Loss of a Celebrated Architect
As we celebrate the life of architect Frank Gehry, we remember the loss of a practitioner who demonstrated – at scale – how architecture shapes markets long before products are ever discussed. Gehry didn’t just design buildings. He redefined what materials could do....
