In order for manufacturers to get their product specified, they must begin to understand more about how architects or designers select and specify products. Learning how the specification process works can help a manufacturer provide the architects and specifiers with the key information they need to get their brand in the building specifications, or better […]
Brand Familiarity and Preference – The Ongoing Struggle
You can’t really open up a business magazine these days without coming across something about brand. Books are written about it, websites are created around it, the reading list is endless because the study of a brand seems to be what marketing is all about: creating it, enhancing it, using it to generate revenue. […]