Report

How Manufacturers of Interior Lighting Should Play the Specification Game

The rapidly changing and complex B2B marketplace today makes it difficult for manufacturers to know where to focus their marketing efforts. Complexity also makes measuring actual brand preference within the design market difficult. Take interior lighting products. Architects and interior designers have many choices when it comes to the brand and lighting options. It used […]

Report

TAPPING INTO THE POWER TOOL MARKET

Developing marketing priorities in any market is always a challenge, and the power tool market is no different. Any company looking to maintain their position, gain market share, or enter such a market has to do their due diligence or risk certain failure. It’s more complex today because of the way information flows. For example, […]

Report

HVAC Specifications—The Importance of Brand

Architects have many factors to consider when selecting an HVAC system for the projects they are involved with.  Not only are there many different types of heating and cooling systems to choose from; architects must also weigh a myriad of other factors. For example, what is the appropriate size to maximize the temperature control given […]