How to Win As A Challenger Brand A white paper by Kleber & Associates Throughout our history and popular culture, people have always related to the punchy underdog. These unknown ‘challengers’, often referred to as challenger brands, arise from nowhere...
Market researchers are obsessed with data. Day in and day out, they face that boundless frontier called the internet… endlessly mining its depths for useful information. They hold onto this vast database of research — counting their precious...
Earlier this year we were highly critical of ADT’s Super Bowl ads, which featured HGTV personalities Adam and Drew Scott (aka “The Property Brothers”). Perhaps we should have held our criticism in abeyance while they rolled out the rest of the...
The world is producing content at an alarming rate. How can marketers of building products – break through that clutter? By making content that’s irresistible. The amount of information available continues to grow… while our collective attention...
Who are they? Influencers by definition, are people who influence the beliefs and behaviors of their audiences. For the building and remodeling industry, these influencers are ideally trusted designers, architects and trade industry channel experts. However, we...
