In the distillation process, the mash is where raw ingredients come together for the start of something awesome. Our blog works the same way. We load up the hopper with relevant facts, smart insights and random thoughts, then watch new ideas bubble up.
Struggling to prove your marketing ROI when you sell through distributors and dealers? You're not alone. We break down a modern, pragmatic framework to help you finally connect your marketing efforts to real revenue, turning your team from a "cost center" into a proven "growth engine."
Starbucks, Klarna and Uber are all rolling back AI investments. Why? Unexpectedly high costs, human rework and declining customer satisfaction have shown that implementing this new technology successfully is more complicated than just deploying software. We examine how companies are moving beyond the hype into the next phase of adoption.
Behind every World Cup win story lies a powerful lesson for brands: success doesn't come from a single superstar—it’s about the strength of the entire team. Consistency, collaboration and shared accountability don’t just win matches, they drive business growth, too. Explore why organizations that prioritize teamwork over individual stardom outperform the rest.
Sound instantly communicates mood, personality and intent. When designed strategically, it reinforces brand positioning at an emotional level—often before a single word is spoken. Learn about the science behind sound and its advantages for your brand, helping you break through the noise to reach your customers on an emotional level.
When Stephanie Gries was diagnosed with breast cancer, she found comfort in a familiar place: her career. She became the researcher and analyst of her own experience, hunting for the most useful information with a determination to make the right decisions—even if they were uncomfortable. The same advice she gives clients everyday was now guiding her through one of the most challenging journeys of her life.
Historically, homeowners deferred to contractors. But with the explosion of the internet and social media, that’s changing rapidly. Learn why the increasing savvy of homeowners is a trend every building product manufacturer needs to pay attention to, now.
Getting in-depth into issues affecting the building materials industry is kind of our thing. In our latest Deep Dive column, we explore the articles, podcasts, reports and fact sheets we’ve used to develop a richer understanding of the growing trend toward building for resilience and the coming need to build and retrofit for modern building codes.
Search is evolving, and it’s becoming more fragmented than ever. Just six years ago, Google accounted for an estimated 91% of all search traffic. Consumers still use Google extensively, but it’s increasingly losing ground to AI tools like ChatGPT, Claude, Perplexity and even Google AI. Here’s the real question we need to be asking as marketers: “Is my brand showing up in the places where buyers are actually searching?” Find out how to make sure the answer is yes.
As part of our celebration of Women in Construction Week and Women's Month, we sit down with Bethany Sanker, Interrupt’s director of client services, to learn more about how her experiences as a female leader have shaped her career. She shares how she handled the speed bumps, and her perspective on the benefits of recruiting more diverse teams in the building and construction industries, in this Q&A.
We scouted the sights, surveyed the booths, and drew up a list of the most interesting trends we saw at the International Builders’ Show 2026. Learn more about how the industry is tackling labor shortages, climate change, new audiences and more.
Are trade shows still earning their spot in the marketing budget? In the building materials industry it’s a no brainer, argues Strategic Account Manager Kyle Rhine. He explains that manufacturers still investing confidently aren’t doing so out of habit. They’re doing it because the channel continues to deliver— but only when it’s treated with the same rigor as the rest of the marketing mix. He explains how.
If you’re a building materials manufacturer heading into the new year feeling like the ground keeps shifting under your feet, you’re not imagining it. Get informed insights in to market challenges for the year ahead—and actionable advice on how to face them—from our CEO Bill Rossiter.
Predictions for a soft building materials market in 2026 means some marketers will let up on the gas. That’s a big advantage for those brands with the fortitude to stay the course. Learn how an investment today could lead to sales cycles compressing in your favor when markets rebound.
Staying connected with the people around us is rooted in acts of doing good. Of reaching out. Of giving back. It’s one of the reasons Interrupt prioritizes donating time and goods to local organizations, as a group and as individuals. Hear from the team about why the office giveback is so much more than a seasonal commitment.
To break through in today’s incredibly crowded marketplace, your audience needs to feel something—and sense marketing is one stellar way to rise above the noise. Learn how companies are employing colors, signature sounds, live events and other multi-sensory experiences to forge a bond with their audiences and make their brand impossible to forget.
Marketing moves that make history lean into surprising and challenging ideas to spread their message. But how do you make it happen for your company? By practicing bravery in branding—making space for bold ideas that could spark big results. Learn how you to bring more, “crazier” ideas to life while ensuring only the right ones see the light of day.
Our director of finance and human resources explains in short, poetic form how our attitudes and actions can have an impact in the office, for better or worse. What energy will you pass on today?
AI may offer speed. But what does it sacrifice in terms of brand trust? With more consumers struggling to discern what’s real, Executive Creative Director Anita Holman explores why keeping human connectivity in the mix enhances brand trust by boosting the perception of authenticity.
To better understand how we work together, we tapped the MBTI personality test to see how our natural tendencies mesh (or clash!) in our daily interactions. Get our take on this team-building exercise and how INFJs and ENTJs can bring out the best in each other.
One key way to win strategic planning this year: start with what you can control. By first focusing on the elements you know and understand well, you not only avoid “analysis paralysis,” you create openings in your understanding so you can better tackle surprises when the time comes. Learn from Interrupt CEO and veteran strategic planner Bill Rossiter on the best way to approach this annual company exercise.