News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Bob Powers / Hanley Wood Marketing / June 27, 2013
A brand’s voice is at least as important as its identity and design look and feel. By speaking in a consistent voice with a distinct personality and point of view, your audiences will recognize you more quickly and relate to you more fully.
But first, a caveat. Creating a brand voice is not the same thing as following a style guide. Style guides like the AP manual are rule books that illustrate correct usage and proper punctuation — the kinds of things we learned in grammar class.
A brand voice includes but goes beyond all that, by making the content more engaging. It’s a form of writing that feelsRead More
Steve Smith / MediaPost / June 23, 2013
It was both curious and revealing that at a conference focused on data, there was so much talk about humanity, authenticity and voice in marketing. This is one of the themes that emerged from the Brand Marketers Summit last week in Kohler, Wisconsin. The ironic end result of Big Data and data-driven marketing is a more human-like relationship with the customer. The massive number of inputs and data types now pouring in to marketers from offline, online, whether it is transactional, behavioral or attitudinal, add up to a more nuanced and detailed portrait of the customer.
Until now most companiesRead More
John Caulfield / BUILDER / May 22, 2013
NAHB Research Center becomes Home Innovation Research Labs.
Suppose you have an idea for a new product or process that you’re convinced will rock the home building world. That’s great, but raising money to turn that idea into reality is going to be an uphill slog when investors might need to wait decades before this idea gains a foothold with builders and contractors.
That’s what Virginia Tech concluded from a study it did about the pace of innovation in the housing sector. “This is a laggard industry,” asserts Michael Luzier, president of the Home Innovation Research Labs, which isRead More
Steve Tobak, Invisor Consulting / Inc. / May 2, 2013
These marketing strategies and concepts can determine the ultimate success of your products, your company, even your career.
If you think marketing is all about B2B email, lead generation, social media, and advertising campaigns, then I seriously doubt if you’ll make it in the business world. Savvy executives and business leaders get marketing. They know it’s the key to business success.
Steve Jobs certainly did.
Sure, he was Apple’s CEO, but more than anything, he was a consummate marketer. He understood that, more than anything, his job was to come up with products thatRead More
Melissa Gehrig / Hanley Wood Marketing / March 22, 2013
We live in a visual world.
We use our eyes to absorb the content that shapes how we perceive an idea, or motivates us to behave or react in a certain way.
Consider your first impression when you meet someone. Chances are before they’ve even said one word, you’ve formed a perception, even an opinion, about them.
Or think about walking into a new restaurant. Everything from the decor to the appearance of the waitstaff has already affected your mood — before you’ve even read what’s on the menu.
This concept holds true in marketing communications. So why leave the visual aspect of your marketing asRead More