We’ve said repeatedly that we favor a storytelling approach over making a reasoned, logical, feature-benefit approach to selling a home and building product. The latest example of how to do that comes from Sonos. Sonos, if you’re not familiar, is a brand...
The next battleground for homeowners’ dollars is in the future. Home automation and Internet of Things (IoT) are making their way into our homes, and some big brands are battling for supremacy. In a product category that’s based on futuristic technology,...
The plumbing category is a bit of a conundrum. On one hand, brands in this space are fairly reliant on contractors and designers to influence consumers because, let’s be honest, homeowners don’t buy toilets or faucets very often. On the other hand,...
In this era of content marketing, brands are increasingly being presented with a challenge — and an opportunity — to reach audiences in new ways. That is requiring some new approaches that would have been unthinkable just a few years ago. One of those new...
Zillow & Trulia offer contrasting approaches to engaging customers (or not engaging them) Zillow and Trulia offer nearly identical services to consumers searching for real estate. In fact, Zillow is the parent company to Trulia. But their approaches to engaging...
