the mash

As companies realize the importance of AI, they're pouring more money than ever into the technology so as not to get left behind. But since the technology is (in many ways) maturing faster than what we can, or are willing to, execute on, we have to figure out how to correct for “the human factor”—both corporate leadership vision and team execution. How do you ensure it isn’t a limitation for success in your adoption of AI? Read Interrupt Principal Bill Rossiter’s take on the importance of AI on enabling the future success of your team and business performance.

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.

Taking risks is hard. It’s even harder when you’re comfortable. It’s why companies with the biggest share of the market so often fail to exercise true market leadership. At one time, they must have been consciously seeking to advance the market by aggressively taking advantage of unusual, growth-oriented opportunities. Otherwise, they wouldn’t have become so large. So, what caused them to alter their mindset and actions? Learn more about “the leader’s trap” and how to avoid it.

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.

The building materials industry is at a unique crossroads: customers want more personalized service than ever before. And AI may lend itself best to the needs of the building materials industry to deliver that. Executive Creative Director and Brand Strategist Anita Holman explores how this game-changing tool could enhance every brand’s ability to develop personalized advice in ways that were never humanly possible before.

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.

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.

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.

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.

Taking the lead in your category involves more than just creating a superior product. It also requires becoming your customer’s go-to authority on the subject, with content, tools or support that show you’re as invested in their project as they are. Learn how we helped MoistureShield composite decking build an outdoor planning resource that does more than deliver a simple sales pitch, earning customer trust and reinforcing their reputation.

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.

Building materials brands need to pay attention to the unique needs and problems of millennial homeowners. It’s a key factor to understanding your target audience, or the end-enjoyer. Yes, Millennials are turning 40 and they own homes. Take a note from two brand new homeowners on the Interrupt team—Aly and Ernest. From power tools to apps, get two insights from people living the dream right now.

Extraordinary times call for extraordinary leaders and flexible strategies. And where there is chaos or change, there is always opportunity. You can tell a lot about a company and their leadership by observing how they navigate through tough, uncertain, out-of-the-ordinary times.

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.

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.

Coronavirus concerns across the country continue to increase with every reported case, and businesses must have solid leadership and thought out contingency plans to keep their employees safe and effectively maintain their operations.

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.

Be cognizant of the top three areas where most companies fail to create a more air-tight plan.

Providing a good customer experience starts with understanding your customer. Taking the time to recognize how contractors operate and what they need to provide better service to their customers allows you to better serve contractors. Working to show a contractor how to best use your products to improve their business can mean better service and increased profits for both of you.