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.
Moen Tells, But Doesn’t Show
If there’s one thing we find especially irksome, it’s when companies issue press releases announcing the unveiling of “a new branding campaign.” Outside the marketing and advertising industry, nobody cares about these announcements. Yet that’s what Moen did recently....
What’s at the center of your customers’ lives? Spoiler alert: it’s not you or your products
Here’s a newsflash: building products are not at the center of consumers’ lives. People don’t think about appliances, windows, and flooring all the time. Even when they’re actively shopping for these items, audiences don’t think their quality of life will be...
Is The Subscription Razor Blade Model Coming To Home Appliances?
A long-admired model in the CPG business has been refillable razor blades. The basic idea is that brands like Gillette don’t make their money on the handles, but on the refillable razor cartridges that need to be replaced every week. Could this model work in other areas, like the food/home appliance category? Tovala is betting on it.
Sonos uses storytelling to show their place in people’s lives
Their approach is to take a well-established theme and build stories around it. And to our eye, they’ve done an outstanding job. The company has created a series of ads that stories that are very short (only 30 seconds), yet very rich and detailed. With very little dialog, the ads use visual storytelling and music (of course) to show the viewer what’s going on.
How and How Not To Use Technology to Reach Consumers
Here’s breaking news: emerging technologies are changing the way consumers see the world. More breaking news: modern home and building products marketing leverages these new technologies in an effort to stay relevant and to capture the attention of end users, with...
Two Home Automation Brands Show Us How To — And How Not To — Connect With Consumers
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.