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 Sika Flooring Products Teaches Us About Contractor Confidence…
“Bring It On” By Sika USAWhen A System Needs More Than Scale Marketing flooring installation products has never been particularly glamorous. Primers, self-levelers, patch compounds and adhesives typically compete on performance, technical specifications and jobsite...
Campaign Critique: Stanley Tools Knows how the Customer Becomes the Brand
Tool marketing has never lacked confidence. Tougher. Stronger. Faster. More powerful. More durable. The category has spent decades finding new ways to tell professionals – that one tool will help them do the job better – than another. STANLEY’s new campaign takes a...
Campaign Critique: How Moen Connects Water to Lifestyle
Marketing products like faucets has always been a difficult assignment. After all, the category is mature, highly competitive and functionally predictable. Design trends evolve – but the core product rarely changes – in ways that fundamentally alter consumer...
Campaign Critique: PGT Windows and Doors Changes the Brand Story
Rebrands in the building products industry are rarely mere cosmetic exercises. More often, they signal something larger happening. Ownership changes, operational expansion and portfolio integration are traditional trigger events. Or simply shifting market ambitions....
Campaign Critique: True Value “Your Project, Your Way”
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 narratives are...
Campaign Critique: Maxwell House’s “Apartment” Positioning
When Building Product Brands see a creative campaign strike a chord with homeowners… the temptation to follow suit is strong. Maxwell House’s latest effort – temporarily renaming itself “Maxwell Apartment” – is a clever, well-timed idea that’s likely to pay off for...