Brand loyalty doesn’t work the way it used to. For years, building product brands could grow on familiarity and long-standing relationships. A trusted rep who cultivated dealer recommendations. Or a contractor – who always uses – the same...
With Artemis back in the news this week, one detail stood out to me: when something important breaks, email is not the solution for jobsite communication. Roughly seven hours into the mission, NASA’s crew reportedly ran into an Outlook email issue and had to...
In crowded categories, the brands that win need not be the biggest. The Building Product Brands that are gaining the greatest momentum provide dealers, contractors and specifiers with a clear reason to believe. A compelling promise to remember. And a relevant...
When Meaning Replaces the Hard SellProduct Claims and Promotions Can Resonate Building products marketing – at point-of-purchase – always has been comfortable speaking in certainties. Strength, durability, value. And yes, availability. The traditional...
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...
