Building A More Relevant Brand

There’s a good reason we use the term “brand equity.” A strong brand is money in the bank. And as with any investment or savings plan, building up that equity doesn’t happen overnight. It takes consistency, discipline and an ability to play the long game. Learn how to build up your balance.

Major style announcements like “color of the year” can bring new perspective to homeowners used to seeing a product solely for its performance elements. Learn how we build just that type of campaign for Owens Corning Roofing, and discover the elements we use to build this major annual announcement to present the stylish side of a typically performance-driven product.

AI-generated content will dominate social feeds. But what do audiences actually want? Dive into the eight emerging social media trends with our go-to expert on the subject, Hayley Kandik, and learn the surprising ways authentic storytelling, long-form content and other authentic outputs will win over audiences in 2025.

The 2025 Super Sunday commercials brought bold ideas, big budgets, and plenty of buzzworthy moments. Our team breaks down the standout ads, wasted opportunities, and most baffling choices—with insights into what worked, what flopped and why. See this year’s hits and misses from the biggest stage in advertising.

Got a Magic 8 ball for the building materials industry? We do, and his name is Sandy Embrescia-Hridel. Our director of strategic insights spends a heavy chunk of his work week reviewing data, statistics and developments so that he can make accurate industry forecasts for our clients. We quizzed him on his predictions for the coming year.

Before we flip the page to write the first lines of 2025, we’re looking back at the chapter we just completed—our biggest year yet as an agency. Take a look at the team's biggest victories—and take a moment to log your own, too.

So, you’re considering a brand makeover. But do you have the right reasons? Identifying the cause for overhauling your go-to-market identity (or at least evolving it) is as important as the quality of the new work you’ll commission. Interrupt creative directors share the four times your company may be due for a rebrand.

If you’re a manufacturer of American-made goods, you already know the value of the “Made in America” claim has ebbed and flowed over the past few decades. Recently, however, it seems to be making a comeback. Bill Rossiter, agency owner and principal, discusses Morning Consult’s “Made in America” report and shares how you can leverage the power of Made in the USA on your own homegrown products.

While businesses nationwide strive for diversity, age remains a largely overlooked aspect. Conversations tend to focus on gender and race, but a team with a wide range of life and work experiences is incredibly powerful. Learn why a multigenerational team is a key differentiator that’s too often overlooked.

How does a logo go from an idea to a reality? At Interrupt, it's a time-intensive and thorough process of taking ideas and identifiers then distilling them down to their visual essence. It takes many different brains coming together, fashioning countless iterations, to create something that stands out from the crowd and represents the core of a company. Take a peek inside the process.

So you’re managing a new acquisition. How do you prepare to create one happy family? In our experience guiding c-suite leaders as they navigate the process, we've noticed there is no one-size-fits-all solution. But there are seven critical questions that make the difference between a graceful implementation or a floundering one. Learn how to answer them with confidence and ensure your newly expanded organization can thrive.

We’ve worked to design a sponsorship for Owens Corning that “Raises the Roof” inside Allegiant Stadium as part of OCR’s support of the SRS Las Vegas Bowl. Take a peek behind the scenes of the larger-than-life project we took on to paint the town Pink.

As marketers, there’s a lot we can do to build a compelling story around a brand or product. But when users can readily and consistently separate your product from the competition, you’ve got something special. Our Director of Brand Content Jen Molnar explains how a Lego sorting session sparked an ah-ha moment on the importance of developing distinctive (and memorable) physical product features.

Naming a new brand or product is one of the toughest gigs in the world of branding. Here are five tips from our executive creative director and brand strategist, Anita Holman, on things to remember when your company is embarking on a major rebrand or preparing to introduce a new product.

You’ve put in the company’s time. You’ve devoted the company’s money. So naturally, you want to see a high return on investment in your agency. While a lot depends on choosing the right partner, there are seven things you can do to maximize your relationship and get the most out of the branding, marketing and creative work you commission.

In the world of advertising, endings can bring about better beginnings. The decline of cable in favor of streaming means the ability to target TV audiences at a more granular level than ever before. Learn how Connected TV (CTV) and Over The Top television (OTT) give you key advantages when trying to use your ad dollars as wisely as possible.

How do you mitigate the damage of a downturn on your business, or better yet, turn it into an opportunity to grow? Learn five important things to keep in mind from our principal and founder, Bill Rossiter, as we enter the second half of 2022 and face the distinct possibility of an economic recession.

Many companies are increasingly enamored with their earning numbers, reflecting the cocktail of low supply and high demand that’s taken hold recently in the building materials industry. But what are the consequences to your business when you become too content with the status quo? Read on to understand why this thinking is ultimately dangerous to the bottom line.

True innovation isn’t just about being new or different. Anyone can develop and introduce a new product. The bigger challenge is, is it relevant enough that someone will actually buy it? Discover Interrupt founder Bill Rossiter's definition of innovation and read his argument for why companies that aim to outperform the competition must dig deeper.

Your product has incredible features. But how will people feel because they chose it? We’re talking about the power of emotional versus rational appeals with our executive creative director and brand strategist, Anita Holman, who explains why stirring an emotional connection with your brand is a must-do if you want to stand out.

Is technology changing to meet consumers’ evolving needs or are consumers changing as a result of what technology enables? Like the chicken and the egg, it really doesn’t matter which came first. Consumer expectations and technology will keep changing, and if your brand is too chicken to keep up, you may be left with egg on your face (pun intended). Read on to learn why sharpening your digital CX is essential to your business survival.

We need to be more focused and creative in leading the development of workforce solutions. The challenge is to find motivated workers and convince them of a career in construction, offering opportunities for on-the-job training.

In a rapidly changing digital landscape, businesses must be aware and compliant with new data protection regulations. As regulations evolve, companies need to rethink their marketing approaches to successfully reach key customers.

COVID-19 has impacted industries across the country. The digital space has now become the most important place to focus your efforts in order to bridge the gap and continue to connect with customers.

Success grows out of a smart brand strategy. Effective branding helps your business stand out in an increasingly competitive market. Explore key concepts to consider as you develop and plan for your brand.

Your ultimate goal is to outperform the market and your previous year. Given your channel mix, how will your business be impacted by the potential 1% shift, and what is your plan to leverage it?

It’s easy to get so caught up in the B2B world that you forget to take the consumers’ everyday world into account. It’s important to remember the lives consumers are living each day.

The Interrupt Team just returned from attending AIA 2019, the American Institute of Architects’ annual architecture conference, in Las Vegas and has some key takeaways to share.

Marketing partnerships can create exponential success for the brands involved. Value-added, expansive audience, corporate-startup, and long-term strategic partnerships all offer wider exposure and an increased customer base for companies of all sizes and backgrounds.

Like many antiquated processes, yesterday’s marketing approaches no longer fit today’s buyers. Modern consumers demand a more personalized, long-term approach, which is defined by the new term known as lifecycle management.

Did you know you provide a customer experience (CX) as an individual? Similar to the way a business ensures their customers are getting the best experience possible. The way you interact with each person you come in contact with is an opportunity to make a positive impression.

The NAHB International Builders’ Show is always an exciting event for our team and clients and this year was no exception. Garnering the largest attendance in years (topping 100K attendees), the show was jam-packed with impressive exhibits, new innovations and plenty of energy. In this post, you’ll find our collective thoughts and takeaways from the biggest IBS in more 10 years.

The nature of business is changing even faster and more rigorously than in decades past. Marketing will serve as the main driver of this change, delivering greater customer experiences and more relevant business strategies through comprehensive data analysis.

When you let fear stand in the way of growth, you’re failing. Sure, it feels great to be comfortable but if you stay stagnant and avoid taking risks, you’re essentially hurting your business and chances for exceptional growth.

Senior Account Manager, Mark, gives us insight on how he helps his clients look past their competitors to find unique sources of inspiration so they can lead their category.

Today, you can’t win business with fishing trips and golf outings. If you’re selling to the trades and businesses, you need a deeper understanding of your customers’ pain points, their business’ success factors and how you can help their business outperform their market. It’s a journey and in this post, we’ll help you get started on the right path.

After all the effort spent on building a strategic plan, 90% of companies still fail to launch. In this article, we define clear ways to achieve your goals and make sure that the important time spent on planning doesn’t go to waste.

After attending the AIA Conference on Architecture 2018, I put together my key takeaways from the show floor. All in all, manufacturers need to take more steps to invest in innovation and conceptual ideas. The brands that do this are standing out amongst the crowd. Also, education is huge but it’s all about providing real knowledge, not product benefits. Make architects understand why these products help them with their projects. Keep reading to find out more.

While walking the AIA 2018 show floor, our Senior Account Executive Emily Johnson appreciated the unique use of product to draw architects in brand booths. Despite the gorgeous aesthetics and interactive activities, the lack of organization around the all-important CEU offering was a major drawback for attendees and the manufacturers who worked hard to draw a less than favorable crowd.

They say age is just a number. But when it comes to an aging workforce, numbers matter.