the mash

The strength of your “fan following” is also the strength of your brand. And one powerful way to build that loyalty is to allow your customers’ creativity to shine through in your marketing. Associate creative director Erin Kunz explores the brands that shaped her adolescence and how embracing user-generated content helped them build an even stronger identity.

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.

When the city of Mason approached the Challenger Baseball League about building an adaptive field, Jen Christmas was all in. Not only did she co-lead a $2.5 million capital campaign—she discovered the game-changing power of having the right people ask the right questions. It leads to adaptive construction that does more than comply with laws; it brings together a community of people in ways that weren’t possible before.

An online advertising strategy that’s focused solely on calls to action may be working against your marketing goals in ways you don’t realize. While results matter, you can’t produce them without the right approach. Just like you wouldn’t ask someone to purchase something right when they walk through the doors of a brick and mortar store, your online messaging should take customers on a journey that’s more than transactional.

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.

Your office space could become someone’s home; states like Arizona will experiment with modifying the weather; and the pandemic will continue its’ disruption. These are just some of the ideas and events that lie ahead according to our Director of Strategic Insights Sandy Embrescia-Hridel's 2022 predictions. Read ahead for the 10 trends he believes will impact the building materials industry in the coming months.

Want to achieve more success in the remodeling industry? Check your relationship with your contractor customers. Once you’ve landed the loyalty of a contractor, there’s no telling how far your brand will grow. It can take some work, but we know all the ways to increase your rapport so they feel satisfied and can then leverage your brand.

In these uncertain times, bold leadership is imperative. Now is the time to invest and advance your company’s position in the market. Your leadership approach will have an direct impact on your business’s future success.

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 strategic planning season.

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.

Airports may be the next big center for commercial and industrial development. The birth of a new transportation-focused metropolitan sub-region, the aerotropolis, is on the horizon. How do your products and services fit into this new business model?

It’s the holiday season and we’re all thinking about giving (and getting). As you think about the gifts you’d like to receive the most, consider what you actually need. Especially when it comes to your business. Challenge yourself to add items to your wish list that will pay back in dividends, versus fix a simple want in the moment.

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.

Set aside some time to make a list of gifts that you, as a leader, will give to your business to make it more successful.

One guarantee in business is change.

The way your customers interact with your brand through the purchase process will continue to shift.

It’s a musical playlist that gets me thinking about the complexity of “simple.”

Expertise in the building materials channel is what ensures you get results.