The Kleber Critique
Advertisements permeate our lives – from television and radio (and streaming services, if you don’t happen to be a subscriber) to web pages, eblasts and billboards (yes, they still exist). However, not all advertising is created equal. The following articles share K&As take on the good, the bad and the “uncomfortable” when it comes to ads related to home and building products. All opinions are our own.
Campaign Critique: What Building Product Brands Can Learn From La-Z-Boy Recliners
Self-awareness is an attribute that’s in short supply these days. Especially when it comes to brands. Too often, we see brands trying to be something they’re not... and attempting to reach a higher caliber of customers. Perhaps it’s to bend to social pressure. Or to...
Campaign Critique: What Heinz Ketchup can Teach Home and Building Products
In the past two weeks, the design-oriented popular press has exploded with buzz regarding the activities of a boutique paint brand. And the world’s largest purveyors of ketchup. In case you missed it, Lick, a UK-based paint and wallcoverings brand, released a...
Campaign Critique: PPG Builds Brand Loyalty by Beautifying Schools
PPG takes a page from Apple’s playbook with a campaign to beautify schools around the world. The initiative will have a lasting impact on the communities it serves. And the students who see their products every day. It seems like summer just started, and we’re already...
Campaign Critique: The Home Depot Docuseries – “Behind The Apron”
If there’s one goal building products brands are seeking to accomplish -- or at least should be -- it’s to stand out from the competition. Rather than, getting lost in the "sea of sameness." The challenge continues to be, is that there often isn’t much “new” or...
Campaign Critique: SaferMe Promotes Use of Spotcast QR Codes
Technology moves fast. Yet, adoption often can appear slow. Every once-in-a-while, a brand imagines a new application for a proven tech tool. And helps to propel our construction channel forward. An example of this phenomenon is QR codes -- the curious black-and-white...
Campaign Critique: How Benjamin Moore Is Reaching Multiple Audiences
For the building products channel, typically there are at least two or three customer groups that brands choose to target. The architects and designers who create the spaces. The contractors who apply the products. And the end users who live with the...