In the latest episode of GWP’s Constructing Brands podcast, we speak with Kenn Busch, owner of Material Intelligence Website and sustainability thought leader. Kenn offers us insights in how to start the discussion and position your building material company in a world where your carbon footprint is becoming more and more important.. Kenn’s goal is to drive awareness to the importance of climate positive. Learn ways to position your efforts to be climate positive.

What You Will Learn: What technology is important for a business to have How to evaluate which tool is best In the latest episode of GWP’s Constructing Brands podcast, we speak with Abbas Naqvi, Digital Director at GWP, Inc Advertising discusses how to think about the CRM tool your company is using, and provides top-line insights to make sure you are getting the most out of your CRM tool.

What You Will Learn: How are designers are making efficient use of space in healthcare? Best way to get products in front of a designer Is your product meeting today’s safety and health criteria? How to ensure your product would be considered for a project. In the latest episode of GWP’s Constructing Brands podcast, we speak with Sandy Goodman, President of CRGA Design, on what she requires from a building materials manufacturer for the healthcare space.

In the latest episode of GWP’s Constructing Brands podcast, we speak with Judi Teran, co-owner and interior designer at Iconica Design Studio, about what is important to her in 2022 from a building material manufacturer.

In the latest episode of GWP’s Constructing Brands podcast, we speak with Pete Kelich from Hubspot, an all-in-one inbound marketing sales and customer service tool, talk about the strengths and benefits of this tool for your business.

What You Will Learn: What’s coming for Constructing Brands in 2022! Stay tuned for the best tools and platforms for communications Stay tuned for the best Customer Relationship Management (CRM) tools Stay tuned for the best methods to Target Market In the latest episode of GWP’s Constructing Brands podcast, Eric Lanel discusses what’s coming for our Constructing Brands audience in 2022.

What You Will Learn: Our current Technology Trends The importance of setting expectations Multi-family building trends How are you handling supply chain issues? Potential office space building trends In the latest episode of GWP’s Constructing Brands podcast, Matt Jarmel, About Matt Jarmel Matthew B. Jarmel, AIA, MBA (Matt) is an American architect and real estate developer. He is managing Principal of Jarmel Kizel Architects and Engineers, Inc., located in Livingston, NJ. Graduating first in his class, he earned a Bachelor of Architecture degree from the New Jersey Institute of Technology, School of Architecture, and a Master of Business Administration with a concentration in Real Estate Development and Urban Land Use from Rutgers University. Matt has expertise as a general practitioner with strong experience in commercial design including office design, (new buildings and interiors), multifamily housing and early education, childcare centers. He is also an expert on land entitlement strategies and real estate financing, skills which he uses both advising clients on the development process, but also for developing projects on his own account. Resources: Website: https://www.jarmelkizel.com/about-us-management-matthew-jarmel.html Linkedin: https://www.linkedin.com/in/mattjarmel/

What You Will Learn: Tactics you can use to market to your distributors How you can help your distributors market for your product In the latest episode of GWP’s Constructing Brands podcast, Eric discusses a key ingredient which can help your distributors sell your product. About Eric Lanel Eric Lanel was born on January 26, 1968, in Queens, New York. LANEL, an only child of Julius, a psychotherapist, and Barbara, a social worker, spent many a dinner conversation discussing human behavior. LANEL worked through high school as a mason and started a residential painting company that continued through college. Upon graduating with a degree in marketing from University of Hartford, Eric worked at CBS Television, Walt Disney Company, and Doubleclick before taking the role of President of GWP Inc., a strategy agency. Today Eric lives in Livingston, New Jersey with his wife Francine and daughter Zoe. Eric has two adult sons, Adam who works in advertising and Griffin in the building industry. When not working with companies on strategy and developing content he can be found on a golf course or fly fishing in a stream. Resources: Website: https://www.gwpinc.com Youtube: https://www.youtube.com/channel/UCgCt__nAQ-nL3fzvTFnKIdw Linkedin: https://www.linkedin.com/in/eric-lanel-gwp/ Facebook: https://www.facebook.com/GWPinc

What You Will Learn: Best way to get in front of a designer In the latest episode of GWP’s Constructing Brands podcast, Lana Masor, CEO and Principal Designer of Maison Masor. About Lana Masor Lana Masor is the CEO and Principal Designer of Maison Masor, a full-service interior design firm located in Montclair, NJ. Maison Masor creates bespoke designs to reflect our clients’ style and personality. By marrying different periods, styles, textures and colors, we achieve a warm, collected feel that is timeless. Lana is also a part of 4 Flavors Art, which provides art consultancy services, and can help you acquire the perfect art piece, and have it installed beautifully on your walls. The refined space never goes out of style. Resources: Website: https://maisonmasor.com/ Pinterest: https://www.pinterest.com/fb0573d8ddd76c09c336ff70d955a8/_saved/ Instagram: https://www.instagram.com/maisonmasor/

What You Will Learn: Explain how important the customer journey/experience is How to determine customer experience team How to know if you need a customer experience expert Happy employee, happy customer? Where to start with customer experience Is the customer experience important to the end user? In the latest episode of GWP’s Constructing Brands podcast, Stacy Sherman, customer experience expert, author, and mentor, discusses how important the customer experience is to grow your brand and increase sales. About Stacy Sherman Stacy Sherman is an empathetic customer experience (CX) pioneer who has devoted her career to leading with a heart and creating lasting customer loyalty through engaged employees. Recognizing the humanity in others is critical to any business’s success. Whether a company is marketing to other businesses or consumers, its ultimate audience is an individual. There is a person at the other end of every campaign and communication; for businesses that desire to be competitive and acquire customers, making a human connection is critical. Resources: Website: https://doingcxright.com/about-stacy-sherman/ Youtube: https://www.youtube.com/channel/UCQu4U9uRSUhPoQE-jTBYQ2A Twitter: https://twitter.com/stacysherman Linkedin: https://www.linkedin.com/in/stacysherman/ Instagram: https://www.instagram.com/doingcxright/ Amazon: https://www.amazon.com/Customer-Experience-2-Naeem-Arif-ebook/dp/B08CZTJ1YD/ref=sr_1_1?dchild=1&qid=1595955208&refinements=p_27%3AIan+Golding&s=digital-text&sr=1-1&text=Ian+Golding 

What You Will Learn: How to prepare for the coming sustainability movement How does sustainability affect business owners How to get ahead of sustainability Who should be on your energy team In the latest episode of GWP’s Constructing Brands podcast, Jim Mumm, CEO of Sunlight Energy Group, discusses how to stay ahead of the energy movement and prepare your business to be sustainable. About Jim Mumm Jim, a Certified Energy Procurement Professional and a Certified Energy Manager, has spent his 37-year career either leading companies or helping senior executives improve their bottom line results. He started in business by working his way up through a variety of positions with a large grocery chain over a 12-year period, where he served as store director of 3 incrementally larger stores before becoming an executive at the chains headquarters. He went on to lead the national and private brand sales efforts for a major division of Sara Lee with key account responsibilities for Wal-mart, Food Lion, and Stop & Shop, he served as Director of Sales for electronic solutions at News American Marketing specializing in loyalty marketing and stored value systems. Jim then became Director of Sales for a technology firm, Vice President of Sales for a firm providing electronic marketing solutions, and SVP of Sales and Marketing for the leading provider of e-Marketing and e-Commerce solutions to the grocery industry. In 2006, he created 1st Wave Sales & Marketing, an IT sales and marketing firm. Jim holds a BBA in Marketing, an MBA in Management, and a Masters of Science in Business Computer Information Systems. He is also a CEP (Certified Energy Procurement Professional) and a CEM (Certified Energy Manager), two of the highest designations in the energy industry. Jim loves mentoring and teaching people to reach their full potential, and is a devout Christian. Resources: Website: https://www.sunlightenergygroup.com Youtube: https://www.youtube.com/channel/UC_zrgOtjrwC7O99rleYKJoQ/featured Linkedin: https://www.linkedin.com/in/jim-mumm-a9a181/

What You Will Learn: The progression of environmental protection advancements in building materials What is LEEDS The 3 nodes U.S. Green Building Council looks for in an environmentally sound building product How LEEDS can help your building product The U.S. Green Building Council Better Materials program and how it benefits you In the latest episode of GWP’s Constructing Brands podcast, we speak with Wes Sullens, LEED Fellow at the US Green Building Council, discussing green initiatives in the building materials industry. About Wes Sullens Wes Sullens, LEED Fellow, leads Materials & Resources activities at the U.S. Green Building Council. Wes is responsible for the materials credits in the LEED Rating System and guides leadership criteria related to construction waste, product manufacturing, material transparency, circular economy, and embodied carbon. He has worked in the public, private and nonprofit sectors for 20 years on broad topics including energy efficiency, building codes, supply chain sustainability, and chemicals transparency. Resources Website: www.usgbc.org Youtube: www.youtube.com Linkedin: linkedin.com/in/wessullens Facebook: facebook.com/USGBC

What You Will Learn: How important your website is What information should be on your website Packaging pitfalls How to present yourself at tradeshows About Tracey Stephens As the daughter of a Foreign Service Officer and an artist, Tracey grew up mostly in Europe where her parents assembled a museum quality art and antiques collection. She developed a strong appreciation for world cultures, art, design and travel early in life. After early careers in social work (honing listening skills and couples negotiating) and public relations, she found her true passion in interior design and started her interior design business in 1991 while still a student at Parsons School of Design. For the last decade she’s focused primarily on kitchen and bath design. When not working, I enjoy kayaking, live music, walking in Brookdale Park and yoga. One of her favorite bands is Pinegrove and not only because it is her son’s band (Evan Stephens Hall)! For her list of awards and certifications, please visit her website www.traceystephens.com. Resources Website: www.traceystephens.com Facebook: www.facebook.com/TraceyStephensInteriorDesignInc Houzz: www.houzz.com/professionals/kitchen-and-bath-designers/tracey-stephens-interior-design-inc-pfvwus-pf~92347229 Pinterest: www.pinterest.com/traceyrstephens

What You Will Learn: Affordable ways to bring energy solutions to your business Looking at your energy solutions strategically How an energy broker gets paid How to vet an energy specialist In the latest episode of GWP’s Constructing Brands podcast, Jim Mumm, CEO of Sunlight Energy Group, discusses the money-saving benefits and process of bringing big company energy solutions to small to midsize companies. About Jim Mumm Jim, a Certified Energy Procurement Professional and a Certified Energy Manager, has spent his 37-year career either leading companies or helping senior executives improve their bottom line results. He started in business by working his way up through a variety of positions with a large grocery chain over a 12-year period, where he served as store director of 3 incrementally larger stores before becoming an executive at the chain’s headquarters. He went on to lead the national and private brand sales efforts for a major division of Sara Lee with key account responsibilities for Walmart, Food Lion, and Stop & Shop, he served as Director of Sales for electronic solutions at News American Marketing specializing in loyalty marketing and stored value systems. Jim then became Director of Sales for a technology firm, Vice President of Sales for a firm providing electronic marketing solutions, and SVP of Sales and Marketing for the leading provider of e-Marketing and e-Commerce solutions to the grocery industry. In 2006, he created 1st Wave Sales & Marketing, an IT sales and marketing firm. Jim holds a BBA in Marketing, an MBA in Management, and a Masters of Science in Business Computer Information Systems. He is also a CEP (Certified Energy Procurement Professional) and a CEM (Certified Energy Manager), two of the highest designations in the energy industry. Jim loves mentoring and teaching people to reach their full potential, and is a devout Christian.

What You Will Learn: 3 ways to create a customer for life Avoid looking at results and look at the systems Right to left thinking instead of left to right thinking Avoiding chaos in the construction business In the latest episode of the Constructing Brands podcast, we speak with Todd Dawalt, host of The Construction Leading Edge. Todd’s years of experience consulting for construction companies has awarded him vital insights and knowledge on how the most successful businesses should operate, what to focus on, and what mistakes to avoid. This information combined with strategic customer service can help you develop customers for life.

What You Will Learn: What makes a decision maker consider your product. In the latest episode of Constructing Brands podcast, Eric Lanel speaks with Kyle Bushoven, Marketing Manager of Wayne Tile, New Jersey’s premier tile supplier and retailer. Kyle began his career in sales at Wayne Tile and currently heads up the marketing department. As marketing manager, he is involved with product selection and understands what manufacturers are doing right to get the attention their product needs. Tune in to learn the most effective tips for your product. About Kyle Bushoven Kyle Bushoven began his career at Wayne Tile Company, in 2006, while studying for his MBA at William Paterson University. Today, he is the Marketing Manager and one of the product decision makers for Wayne Tile’s 6 locations; Ramsey, Rockaway, Manasquan, Sussex, Wayne, and Wayne Outlet Store. Resources: Website: waynetile.com Linkedin: linkedin.com/in/kyle-bushoven-958ba711/ Facebook: facebook.com/WayneTile Instagram: instagram.com/wayne_tile_company

What You Will Learn: What a seasoned expert looks for in a building product and manufacturer In the latest episode of GWP’s Constructing Brands podcast, we speak with Matt Risinger, host of The Build Show and Founder of Risinger Build. Matt offers us insights in how he’s selected certain building materials and the process by which he tests and vets them for use on his project. Matt’s goal is to elevate the standards of the building industry. Learn what he looks for in his relationship with building manufacturers. About Matt Risinger Matt Risinger received his Bachelor’s of Science in Industrial Management from Grove City College. He worked for one of the National Production Builders (NVR Ryan Homes) after college where he met his Texan wife in Washington, DC. His 7-year experience with National Production Builders was fun, but didn’t satisfy his desire for “Craftsmanship”. In 2002, he and his family moved to Portland, OR in 2002 during the national mold crisis which led him down the path of Building Science. He wanted to understand why these homes were failing. This helped him learn about the science behind the construction and it’s been his passion ever since. After moving to Texas in 2005, he worked exclusively with architects to build the very best in home craftsmanship using products and skills he can stand behind. Resources: Website: buildshownetwork.com Website: risingerbuild.com YouTube: youtube.com/user/MattRisinger Linkedin: linkedin.com/in/matt-risinger-b704b33 Facebook: facebook.com/matt.risinger

What You Will Learn: How to connect with the right people to reach your expansion goals faster   In the latest episode of GWP’s Constructing Brands podcast, we speak with Jeffrey Greif, Executive Vice President at First American Title Insurance Company. If you are looking for real estate opportunities to expand your business, you don’t have to bear the risk on your own. Jeffrey shares his experience helping leaders in the building industry with networking, and finding partners with like minded interests to reach their expansion goals faster, without enduring the risk on their own. In this podcast we discuss the importance of networking, ways to accelerate expansion, and how we can help you get in front of your target audience. About Jeffrey Greif Jeffrey Greif is the Executive Vice President at First American Title Insurance Company. As a professional salesman in the real estate title insurance industry since 1987, Jeffrey assists his clients and friends in building their businesses, with less liability. First American Title Insurance Company provides full service commercial and residential real estate title services regionally, nationally, internationally. Jeffrey’s specialty is helping his clients network with one another in order to facilitate real estate transactions.   Resources:   Website: https://www.firstam.com/ LinkedIn: https://www.linkedin.com/in/jeffreygreif/ Facebook: https://www.facebook.com/First.American.Financial

What You Will Learn: Key questions to ask yourself for developing your ideal target audience. In the latest episode of GWP’s Constructing Brands podcast, we reflect on conversations with previous guests sharing insights and answering an important question for manufacturers: Who is your real target and what are you doing to get in front of your end-end user? In this episode, we provide tips to help assess your business, identify your real target, and develop a digital strategy to educate, engage, and inform your end-end user. About Eric Lanel Eric Lanel was born on January 26, 1968, in Queens, New York. LANEL an only child and son of Julius a psychotherapist and Barbara a social worker spent many a dinner conversation discussing human behavior. LANEL worked through high school as a mason and started a residential painting company that continued through college. Upon graduating with a degree in marketing from University of Hartford, Eric worked at CBS Television, Walt Disney Company, and Doubleclick before taking the role of President of GWP Inc., a strategy agency. Today Eric lives in Livingston, New Jersey with his wife Francine and daughter Zoe. Eric has two adult sons, Adam who works in advertising and Griffin in the building industry. When not working with companies on strategy and developing content he can be found on a golf course or fly fishing in a stream. Resources Website: gwpinc.com LinkedIn: linkedin.com/in/eric-lanel Facebook: facebook.com/GWPinc Instagram: @gwp_inc

What You Will Learn: How to pivot your message in changing times to speak directly to the consumer How to position your product in front of an architect  The importance of product availability, lead times, and pricing  Why it is important to invest in a user-friendly, well-designed website In the latest episode of GWP’s Constructing Brands podcast, we speak with Scott Hoffman, Director of Architecture/Product Development for CSA Group. The world is changing quickly, and in this episode, Scott stresses how important it is for architects to embrace these changes and evolve along with them. COVID-19 has presented the building world with many challenges, and Scott discusses some of the ways both residential and commercial building projects have been impacted, and what changes he has seen. This podcast highlights many of the ways manufacturers can get their product in front of an architect and what aspects of their business they should focus on to become a preferred choice to both architects and consumers. About Scott Hoffman Scott Hoffman is the Director of Architecture/Product Development for CSA Group. Scott organizes and directs a team of architectural designers and engineering professionals. Scott and his team execute projects across many market sectors; from Corporate Interiors, Banking/Investment, Law Firms, Pharmaceutical, Manufacturing, Industrial, Medical and Campus Planning as well as Residential projects. Resources: Website: www.csagroup.com LinkedIn: www.linkedin.com/in/scott-hoffman-aia-leed-ap-237163b

What You Will Learn: What challenges manufacturers face when distributing their product How to market to your end consumer The importance of great customer service In the latest episode of GWP’s Constructing Brands podcast, we speak with Craig Friedman, CEO of XO Appliance. In this episode, we discuss some of the distribution challenges manufacturers face, and what to keep in mind when marketing, to your target, and your target’s target. Product development is only the beginning, it is equally important to focus on marketing to your end- end consumer, and provide unmatched customer service. Listen to this episode for marketing touchpoints that go beyond a great product. About Craig Friedman Craig Friedman began his career in sales at Marketing East. Craig remained in this position for 2 years before becoming a District Sales Manager for Bud Barger Associates for 4 years. Craig then found his way to Eastern Marketing Corp. in 1989 where he became the Vice President for 19 years before becoming CEO in 2008. Resources: Website: easternmarketing.com LinkedIn: www.linkedin.com/company/eastern-marketing-corp Facebook: www.facebook.com/easternmarketing Instagram: www.instagram.com/easternmarketingcorp XO Appliance: xoappliance.com

What You Will Learn: What programs insurance providers have in place to help businesses What questions to ask your provider In the latest episode of GWP’s Constructing Brands podcast, we speak with Stan Hladik, President, and CEO of The Secret Insurance Agency in Totowa, New Jersey. In the wake of COVID-19, businesses have suffered significantly. In this episode, we discuss these challenges and Stan offers critical information businesses need to know to start saving money immediately. There are tools offered by insurance providers that are built to save businesses money, help with cash flow, and reduce premiums during this difficult time. This podcast will help you understand the opportunities available to you, the right questions to ask, and how you can start saving money and getting your business back on its feet. About Stan Hladik Stan Hladik began his career as a State Farm Insurance agent in 1989. After diving into the insurance world and learning all of the ins and outs of the industry, Stan transitioned to Hanson & Ryan Insurance where he became a partner in 1997 and then Vice President of Operations. In 2015, Stan established The Secret Insurance Agency in Totowa, NJ. For the past five years, Stan and The Secret Agents have been a trusted agency for all of their clients. Resources: Website: thesecretinsuranceagency.com LinkedIn: www.linkedin.com/in/stanley-w-hladik-5635458 Facebook: www.facebook.com/SecretInsuranceAgency Instagram: @secretinsurance

What You Will Learn: The difference between a product focus approach to business and a product strategy approach to business The critical role an effective strategy plays in driving a product successfully How to develop a “Product Strategy Template” to get you started In the latest episode of GWP’s Constructing Brands podcast, we take a look back at our conversations with past guests to bring you valuable information gathered from top industry leaders. Do you have an effective product strategy in place? Eric Lanel discusses the difference between a product focus approach to business and a product strategy approach to business. We have spoken with several industry professionals to bring you key insights for better product development and smarter strategic tactics to build a more profitable business.Listen for what you need to know to drive your business to the next level. About Eric Lanel Eric Lanel was born on January 26, 1968, in Queens, New York. LANEL an only child and son of Julius a psychotherapist and Barbara a social worker spent many a dinner conversation discussing human behavior. LANEL worked through high school as a mason and started a residential painting company that continued through college. Upon graduating with a degree in marketing from University of Hartford, Eric worked at CBS Television, Walt Disney Company, and Doubleclick before taking the role of President of GWP Inc., a strategy agency. Today Eric lives in Livingston, New Jersey with his wife Francine and daughter Zoe. Eric has two adult sons, Adam who works in advertising and Griffin in the building industry. When not working with companies on strategy and developing content he can be found on a golf course or fly fishing in a stream. Resources Website: gwpinc.com LinkedIn: linkedin.com/in/eric-lanel Facebook: facebook.com/GWPinc Instagram: @gwp_inc

What You Will Learn: Current status of the PPP Loan program Upcoming changes to the loan agreement What businesses filing for the first time need to know What businesses who have already been granted a loan need to know In the latest episode of GWP’s Constructing Brands podcast, we speak with Stephen Katz, a Partner and Chair of the Corporate Law practice at Peckar & Abramson, P.C. with over 25 years of experience in Corporate Law. Stephen returns to the podcast for the second time to update us on the PPP loan, and keep us informed about changes to the program. Stephen walks us through these changes and what you need to know moving forward. Whether you are a business that already received their loan, or if you are filing for the first time, Stephen has important information for you! About Stephen Katz Stephen Katz graduated from Fordham University School of Law in 1992 and began his career as an Associate with Kramer Levin Naftalis & Frankel. Stephen then transitioned to his current role as Partner and Chair of the Corporate Law practice at Peckar & Abramson. Stephen has over 25 collective years of experience practicing as a corporate transactional attorney with extensive experience in all areas of corporate law, including mergers and acquisitions, securities, corporate formation, and transaction matters. Resources SBA Guide to the CARES Act: www.sbc.senate.gov/public/index.cfm/guide-to-the-cares-act U.S. Department of Treasury: home.treasury.gov/policy-issues/cares LinkedIn: www.linkedin.com/in/stephen-katz-88212013

What You Will Learn: How to get inside a contractor’s mind and speak more effectively to your target The importance of an online presence How to build a content strategy and the “Three E’s” that will help you succeed How to get engage your audience In the latest episode of GWP’s Constructing Brands podcast, we speak with Shawn Van Dyke. Shawn has extensive experience in the construction world and is currently a construction business coach, author, and keynote speaker who guides professionals toward a more profitable future. In this episode we discuss how building materials manufacturers market their product, what they are doing wrong, and what they need to do differently to build a better business. Shawn shares his valuable insights to better understand your end user, learn how to communicate more efficiently with contractors, and how to generate meaningful, engaging content for your target audience. All of these pieces come together in a critical way to effectively market your product, engage and enlist the contractor, and ultimately make your business more profitable. About Shawn Van Dyke Shawn Van Dyke is a construction industry business coach, mentor, and speaker. His mission is to change the way the world views the trades. As a keynote speaker, Shawn Van Dyke provides construction business owners the operational systems and leadership strategies they need to build a profitable construction business prepared for sustainable growth. Resources: https://www.linkedin.com/in/shawnvandyke https://shawnvandyke.com https://soundcloud.com/shawn-van-dyke-828278909

What You Will Learn: How is technology changing the building industry What skills and areas of study should you be focussing on to set yourself apart in the building world? Valuable industry insights from a venture capitalist’s perspective In the latest episode of GWP’s Constructing Brands podcast, we speak with Jesse Devitte. Jesse is the cofounder and general partner at Building Ventures, an investment group that partners with visionary entrepreneurs that are reimagining the world we live in through technology. The world is rapidly changing, with technology at the forefront of these changes. This is true for the building materials industry as well. More than ever before skills in areas such as CAD design, computer software, computer science, and other related fields are being highly valued in the building world, and by investors. Jesse discusses how the building materials world is being shaped by technology, how it is impacting the future of the industry, and what venture capitalists, like himself, are looking for in building companies to invest in, partner with, and create a better-built world. About Jesse Devitte Jesse leverages his hands-on operating experience and industry contacts to source and nurture innovative companies applying technology to design, build, and improve our world. At Building Ventures, Jesse coleads the Investment Committee and currently manages the firm’s involvement at the board level with Hypar and Join.Build while working closely with the teams at Blokable, Built Robotics, Dandelion, enVerid, Join.Digital, Measurabl, 75f and Smartvid.io. Previously, Jesse represented the firm’s investment in Assemble Systems (acquired by Autodesk) and Borealis Ventures’ investments in Honest Buildings (Acquired by Procore), Newforma (acquired by Battery Ventures), Envista Software (acquired by Accela), Handmark (acquired by Sprint), IrisMaps (acquired by OmniEarth), Scribe Software (acquired by The Mustang Group), SketchUp (acquired by Google), SpaceClaim (acquired by ANSYS), TinkerCad (acquired by Autodesk) and VICO Software (acquired by Trimble). Prior to co-founding Borealis Ventures, Jesse served as an executive in two public application software companies. He helped grow Softdesk from a New Hampshire start-up to a successful venture-funded public company as an Executive and Board Director concluding in the sale of the business to Autodesk. While at Autodesk, Jesse led the integration of the two companies and served on the Autodesk executive staff as the Vice President & General Manager of the AEC Market Group. He is a founding member of the Urban Land Institute’s Technology and Real Estate Council and serves on the Freddie Mac Housing Technology Council. Jesse graduated with Distinction from the Indiana University School of Public and Environmental Affairs and completed his military service as a member of the White House Communications Agency. Resources: linkedin.com/in/jesse-devitte-01768b45 buildingventures.com

What You Will Learn: The importance of listening to your audience and identifying needs in the industry How to develop and market smart and innovative solutions How success can be found in the needs of your target audience In the latest episode of GWP’s Constructing Brands podcast, we speak with Paul Titcomb, president of Steel Dog. Steel Dog is a small concrete forming company in Massachusetts doing big things! We talk with Paul about the importance of identifying unique opportunities for success. It is critical for leaders in the building materials space to have their eyes and ears open for problems within their market and how they could provide a smart and innovative solution to that problem. Business opportunities are born from a need or struggle in your target market. If your company has a smart solution to offer them, success will follow. Listen to hear Paul Titcomb’s story, how he identified a need in the market, created an innovative solution, and effectively marketed that solution to his target audience.

In the latest episode of GWP’s Constructing Brands podcast, we speak with Dean Horowitz, President of commARCH Magazine. When marketing your brand, it is important to think about your target. Should you position your product to the architect or the developer? In this episode, Dean explains that both are equally as important when considering who to target. The relationship between architects and developers is critical when it comes to commercial building. Understanding the goals for both parties will help building material companies position their brand perfectly to catch the eye of both architects and developers and ensure their product is seen as a real candidate in the industry. What You Will Learn: The presentation of your product is just as important as the concept of your product The importance of presenting your brand and product to architects and developers The top 3 ways to get in front of your audience About Dean Horowitz Dean has spent his career connecting with audiences through contemporary media/communication practices, research, data, events, audience development, and big, profitable ideas. He is experienced with start-ups and Fortune 100 brands. He has been recognized in FOLIO, Publishing Executive, MeetingNet, and within diverse industries such as building & construction, beauty, agriculture, woodworking, consumer enthusiast brands, and home furnishings. Awards include Lifetime Membership/Recognition from NAHB, FOLIO’s TOP 40, Reed Elsevier’s Innovation Award, Habitat for Humanity and others. He has given talks at events such as International Builders Show, BIMS, Connectiv, CRMA, AM&P, High Point Market, and HFA. Resources: https://www.commarch.com https://www.linkedin.com/in/deanhorowitz

In the latest episode of GWP’s Constructing Brands podcast, we focus on a company that is looking toward the future of the building materials industry by utilizing technology, reducing our carbon footprint, and bringing innovative solutions to the market. In this episode, we speak with Stanley Fleyshman, Managing Director at Carbontec. Carbontec is making its mark in the industry by providing a cleaner heating alternative for residential homes and commercial buildings. We discuss what sparked the need for Carbontec, what was involved in bringing a new product to life, the importance of educating your target, and how this changes the future of heating in the industry. What You Will Learn: How technology and innovative minds are bringing unique solutions to the industry Strategic marketing is critical for new brands and companies How education plays an important role in the success of your brand About Stanley Fleyshman Stanley Fleyshman earned a degree in finance from Baruch College. After graduating, instead of pursuing a lucrative career in banking, he saw a need for greener technology. He serves as the Managing Director at Carbontec, managing day-to-day operations, working with existing clients, and winning new accounts. Stanley is introducing the world to a cleaner electric heating alternative, eliminating the need for natural gas and oil heat and reducing the world’s carbon footprint. Resources: https://carbontec.world

In the latest episode of GWP’s Constructing Brands podcast, James Nesci shares critical steps business owners must take to be prepared for the next phase of the Paycheck Protection Program (PPP) loans. James outlines the importance of working with a bank that is the right size for your business, creating a relationship with your bank and ensuring your application is not only complete but accurate. In addition to how businesses can prepare to apply for their loan, James also stresses the importance of allocating funds correctly and keeping diligent records after receiving your loan.. How to prepare for Phase Two of the Paycheck Protection Program loan process The importance of selecting the right bank for you and having a point of contact Critical tips on how to complete your application Invaluable insights for managing your funds after your loan has been approved Select the Right Bank for You and Make a Relationship James explains why working with the right size bank and creating a relationship with your account manager is critical. Small business owners may not have a dedicated CFO, often navigating on their own. This important relationship, offering personalized, one-to-one attention is key and beneficial for your business. In this episode, James dives further into the importance of this valuable relationship. Make Sure Your Application is Complete and Accurate As the President & CEO and a Board Member of Blue Foundry Bank, James has first-hand experience from Phase One of the PPP loan process. James stresses the importance of a complete and accurate application. It could be the difference between receiving your loan or experiencing delays with your application. James explains more about this process and what businesses need to know to be prepared. Keep Records The process doesn’t end once your loan has been approved. James walks us through critical next steps business owners need to take once receiving their funds. About James Nesci James D. Nesci is President & CEO and a Board Member of Blue Foundry Bank, a position he has held since 2018. In addition, he is a Board Member of the New Jersey Bankers Association. During a distinguished career that spans more than 25 years, Jim has demonstrated considerable business acumen and executive-level financial expertise. Prior to his role at Blue Foundry Bank, he served as Head of National Sales for TD Bank. Before joining TD Bank, Jim served as Executive Vice President and Chief Wealth Management Officer of Provident Bank. Additionally, he was President of Beacon Trust, a wholly-owned subsidiary of Provident Bank. Prior to this, Jim was Chief Operating Officer with Wilmington Trust Company, National Wealth Management. Jim earned two separate MBAs from Columbia Business School and the London Business School, respectively, as well as a BBA in Finance from Hofstra University in New York. He lives in Morris County, New Jersey. Resources: linkedin.com/in/james-nesci-7b2577 bluefoundrybank.com SBA Guide to the CARES Act: sbc.senate.gov/public/index.cfm/guide-to-the-cares-act U.S. Department of Treasury: home.treasury.gov/policy-issues/cares

In the latest episode of GWP’s Constructing Brands podcast, Debbie Myers shares her expertise in real estate to help business owners and business leaders through this challenging time. Businesses that rent space for their company, such as office buildings, warehouses, and showrooms, are struggling and so are landlords. Debbie explains the most effective way to approach your landlord and the importance of having a strategic team of professionals that can guide you. Don't Avoid Your Landlord, Start a Conversation Everyone knows the golden rule; treat others as you want to be treated. This also applies when dealing with your landlord, and helps guide conversations in the right direction. As a result of COVID-19, we know business tenants are struggling, and so are landlords. While it might be your first reaction to avoid your landlord or simply tell them “I can’t pay you,” Debbie explains that there are other, more effective ways to get your point across and reach an agreement between landlord and tenant. Team Up with Professionals Business owners and business leaders are dealing with scenarios they have most likely never dealt with before. Not knowing where or who to turn to for answers adds stress to an already uncertain situation. Debbie shares her expertise as a real estate professional and how she is advising her clients at this time. She discusses the importance of consulting with a team of professionals to help navigate through the quickly changing laws and policies. Both legal and financial counsel are crucial during this time and Debbie stresses the value that a real estate professional can bring to your team. Revisit Your Lease Debbie expands on the important steps of revisiting your lease in addition to consulting with your real estate professional. Business tenants often overlook key clauses that are critical during extraordinary circumstances such as COVID-19. Knowing these important details can go a long way when talking to your landlord. About Debbie Myers Deborah (Debbie) Myers, Managing Director at Newmark Associates, Inc., joined the firm in 1999. Well able to critically identify market opportunities, and creatively structure the economics of business transactions, Debbie brings finesse in strategic planning, marketing, and negotiation skills to her role as Broker-Associate and Managing Director at Newmark Associates. Demonstrating a talent for merging varied business interests towards the desired goal, she offers Buyer/Seller Agency, Tenant/Landlord representation, valuation and consulting services for land assemblage, office, retail and industrial sales and leasing transactions primarily in the Northern New Jersey market, especially in Essex, Morris and Union counties. What You Will Learn: How to have an effective conversation with your landlord How the CARES Act is influencing the rent factor The importance of teaming up with professionals to guide you The importance of revisiting the terms of your lease with a real estate attorney Resources: https://www.linkedin.com/in/deborah-myers-49382510

In the latest episode of GWP’s Constructing Brands podcast, we discuss how to approach the CARES Act with Stephen Katz. Stephen is a Partner and Chair of the Corporate Law practice at Peckar & Abramson, P.C. with over 25 years of experience in Corporate Law. In this episode, Stephen is sharing his expertise and support for businesses trying to navigate through the CARES act with very timely advice and information. Stephen will discuss the importance of understanding the CARES Act, teaming up your accountant, submitting your application, loan forgiveness, and staying up to date with the constantly changing policies. What Do I Need To Know? As a business leader responsible for making smart decisions, you have many questions: Do I qualify for loan forgiveness? What do I need to be cautious of with The CARES Act? Stephen guides us through the questions to ask to feel confident that your business is getting the assistance it needs. The CARES Act is a loan administered through the SBA, designed to help you keep your employees working. There are certain aspects of the Act that you must be aware of in order to avoid pitfalls. Stephen walks us through the ins and outs of the policy and what a business owner needs to be aware of to protect themselves, their employees, and their business. What Resources Do I Have? As a business leader, this may be the first time you are going through a scenario like this, and we hope it is the last. It is difficult to know where to turn for answers and who can help you navigate the application process and policies. Stephen shares his team approach to success and how important it is for both legal and financial experts to join together. It Is Important To Apply Now Determining the right time to apply for assistance through The CARES Act is critical. You may need to consider layoffs, reducing staff, and other measures to keep your business running. Should you wait until then to apply? Stephen answers this question that many manufacturers are asking. It is crucial that you apply for your loan as soon as possible. Stephen sheds more light on the importance of applying, when to apply, and why it is in your best interest to do so now. About Stephen Katz Stephen Katz graduated from Fordham University School of Law in 1992 and began his career as an Associate with Kramer Levin Naftalis & Frankel. Stephen then transitioned to his current role as Partner and Chair of the Corporate Law practice at Peckar & Abramson. Stephen has over 25 collective years of experience practicing as a corporate transactional attorney with extensive experience in all areas of corporate law, including mergers and acquisitions, securities, corporate formation, and transaction matters. What You Will Learn: Defining The CARES Act and how it can help your company. What resources do you have for help and council? What do you need to be cautious of with the Act? What you need to know about loan forgiveness eligibility. The importance of applying as soon as possible. Resources: SBA Guide to the CARES Act: SBA Guide to the CARES: https://www.sbc.senate.gov/public/index.cfm/guide-to-the-cares-act/ U.S. Department of Treasury https://home.treasury.gov/policy-issues/cares/ LinkedIn: https://www.linkedin.com/in/stephen-katz-88212013/

In the latest episode of GWP’s Constructing Brands podcast, we explore how the importance of exceptional product development and a “Focus Strategy” can grow your company. Jae is the President and Co-founder of Durato. Durato has developed superior flooring material that has been gaining popularity with contractors, architects, and developers nationwide. Jae walks us down his path to success, sharing industry insights, tips for identifying your target market, and how to position your product to meet your industry’s needs. Make product development your priority Jae’s years of experience have shown him key business insights: developers and contractors are looking for quality, sustainability, and low costs. Jae walks us through creating a “Focus Strategy” that delivers quality materials directly to your target, cutting out the middleman, and mitigating your costs. In this episode, Jae makes it clear that identifying your niche and executing your “Focus Strategy” is crucial to your success in the building materials industry. Positioning your product for your target When you make product development your priority, you are free to focus on positioning your product perfectly for your target. In this scenario, Jae’s target is to sell directly to developers and architects. With this in mind, he focused on designing his product to meet a need in their industry. His target audience looks for low cost, sustainability, and quality. Durato offers products that do just that. Oftentimes new construction is more exposed to the elements; UV exposure from uncovered windows, uncontrolled climates due to uninstalled HVAC units, and above-average wear and tear from high traffic areas. In almost all new construction, flooring is the last piece to be installed, with Durato’s product this can now be a thing of the past. Durato offers a product that can stand up to all of the harsh conditions of new construction, allowing flooring to be installed at any point in the process, and at a low price point due to selling directly to contractors and developers. When you focus on product development to specifically answer the pain points in the industry, growth, and success will follow. About Jae Pyon Jae graduated from Hofstra University with a degree in Biology. Jae then began a nine-year career with the United States Army. Jae transitioned into corporate leadership roles at AstraZeneca, Target, and Amazon. It was finally in 2014 that Jae came into his current role as the President and Co-founder of Durato International, focusing on developing flooring designed for the heavy commercial new construction segment. During this time, Jae developed both V-EVO and NüWüd brands with Durato. What You Will Learn: How to make product development a priority How to mitigate costs in development How to narrow focus your product for success Resources LinkedIn: https://www.linkedin.com/in/jae-pyon-85b5603/

Episode 12: Building Materials Industry | Prep Your Company for Sale with Don Wharton While we typically interview business leaders who operate exclusively in the building materials industry, the latest episode of GWP’s Constructing Brands podcast deviates slightly from the norm. Don Wharton joins us to share his experience with selling companies. He provides a president’s perspective on the entire process and lays out invaluable insights for members of the C-suite in building materials companies. Don has served as the Vice President, Finance of Allsteel, President of Gunlocke, and President of Vycom and Scranton Products. While Don may come from a background in finance, Don has a broad scope of the building materials industry as well. Maximize the Investment When Don started in the building materials industry with Vycom and Scranton Products the company was owned by a private equity firm. Eventually, it was sold to another private equity firm, but for that to happen, Don and his team had to meet a number of objectives. The goal in this scenario is to maximize the investment before reaching a transaction or a change in ownership. While the existing teams usually operate under a thesis with a set blueprint, changes in the market and other unforeseen events call for decisive action and creativity. Become More Effective and More Agile Don’s experience, there are a number of unique factors that must be considered before doing any type of deal in the building materials industry. Aside from meeting the standard metrics and KPIs that serve as a baseline for valuation, Don goes above and beyond to maximize value. He looks for new ways to become more effective to the customer base, and more agile so he can improve the financial results, and those are big picture items. Whether it is marketing, operations, or sales, there are a lot of moving parts to keep an eye on during a merger or acquisition. To learn more about the process, listen to the latest episode of GWP’s Constructing Brands podcast with Don Wharton. About Don Wharton Don Wharton comes from a background in finance, beginning with his career at J.P. Morgan Chase. He then transitioned into the building materials industry after taking a position with Moen. Don has also served as the Vice President, Finance at Allsteel, President of Gunlocke, President of Vycom, and President of Scranton Products. During his tenure with Scranton Products, Don successfully oversaw the sale of the company. What You Will Learn: How to prep your company for sale in the building materials industry How to maximize the valuation of your company leading into a transaction or change in ownership The different functions of marketing, operations, and sales in a merger or acquisition Why you need to maintain your vision, missions, and values throughout the sale process How much of the brand is being sold vs. the books and equipment Don Wharton’s current role as Vice President, Operations for LeafFilter Resources LinkedIn: https://www.linkedin.com/in/don-wharton-a9786410/    

Building Materials Companies | Trust the Experts   Eric Lanel explains how even despite an unprecedented pandemic, building materials companies have more opportunities available than ever before. Cutting edge technology allows companies to work remotely from all around the world. Now more than ever we can recognize the value in investing in up-to-date communications technology. He also discusses the crucial significance of having a reliable team to maximize productivity and efficiency, even in times of crisis. It is important for companies to take a moment to reflect on what makes them unique, and how they are positioning their company to their target audience. And finally, it is also a good moment to review online/offline presence. A professional, streamlined website is the first insight a consumer may have into a business.   About Eric Lanel   Eric Lanel was born on January 26, 1968, in Queens, New York. LANEL an only child and son of Julius a psychotherapist and Barbara a social worker spent many a dinner conversation discussing human behavior. LANEL worked through high school as a mason and started a residential painting company that continued through college. Upon graduating with a degree in marketing from Hartford, Eric worked at CBS Television, Walt Disney Company, and Doubleclick before taking the role of President of GWP Inc., a strategy agency. Today Eric lives in Livingston, New Jersey with his wife Francine and daughter Zoe. Eric has two adult sons Adam, who works in advertising, and Griffin, in the building industry. When not working with companies on strategy and developing content he can be found on a golf course or a stream.   What You Will Learn: How to see opportunity in a time of unrest The value in investing in virtual communications technology The value and significance of a reliable team How to consider your image by your target audience The importance of reviewing your online presence   Resources:   Website: https://gwpinc.com/ LinkedIn: https://www.linkedin.com/in/eric-lanel-28a6144/ Facebook: https://www.facebook.com/GWPinc Twitter: @GWP_Inc Instagram: @gwp_inc

The Transformation of Fire Protection and Fire Safety, with Shane Ray Building Materials Industry | The Evolution of the Fire Safety Industry As president of the NFSA and a former fire marshall in South Carolina, Shane Ray has dedicated his life to fire safety. Prior to coming into his role at the National Fire Sprinkler Association, Shane served as a firefighter for most of his career. He familiarized himself with a handful of different fire protection device and equipment manufacturers that were used both in the field and in the structures themselves. But when it comes to fire protection in the building materials industry, the NFSA is down to just four major players: Tyco, Globe, Reliable, and Viking. M&As and Consolidation in Fire Safety Every member of the National Fire Sprinkler Association is devoted to fire protection and saving lives. And while the mergers, acquisitions, and overall consolidation of the equipment manufacturers has resulted in fewer brands, they are leveraging each others strengths to build higher quality components and make the equipment better. We have seen this trend many times in the building materials industry, but in this case, it comes from a combined interest of preventing and suppressing fires. The Future of Fire Protection and Fire Safety If you are in the building materials industry, you understand that evolution sparks a grow-or-die mentality. But sometimes it’s a matter of niching down to drive new trends that serve the greater good. The same holds true in fire protection, and tech is another factor that has come into play. Most of the modern sprinkler systems are incorporating more and more electronic components, smart technology, and IoT, so it is creating new opportunities for the NFSA to collect data and determine where they are performing and where they need improvement. To learn more about the transformation of the fire protection industry, listen to the latest episode of GWP’s Constructing Brands. About Shane Ray Shane Ray has been a volunteer firefighter since 1984 and a career firefighter since 1994. He has also served as a mayor for six years and the Tennessee Fire Chief’s Legislative Chairman for 12 years. Ray’s love for politics started as fire chief of the Pleasant View Volunteer Fire Department in Tennessee, where he served 13 years. He then served under Governor Nikki Haley in South Carolina as superintendent and state fire marshal. He currently serves as the president of the National Fire Sprinkler Association and is a lifetime member of the Pleasant View Volunteer Fire Department. Throughout his career, he has been committed to public service with a “Do It Different” mentality and that all stakeholders are important. What You Will Learn: Shane’s role as the president of the National Fire Sprinkler Association What influenced the consolidation of suppliers, contractors, and manufacturers in the fire protection industry How technology has played a role in the evolution of the fire protection industry What the future holds for fire protection equipment based on current trends How the NFSA is utilizing data and analytics to identify new opportunities for improvement Resources: Website: https://nfsa.org/ LinkedIn: https://www.linkedin.com/in/shane-ray-9b82786/ https://www.linkedin.com/company/national-fire-sprinkler-association/ Twitter: @chiefrays @NFSAorg Facebook: https://www.facebook.com/NFSA.org/ Email: ray@NFSA.org Phone: 845-745-2671

New Trends in Secondary Homes, with Kurt Clason Building Materials Industry | Evolving with Building Industry Trends Kurt Clason is the president of K.A. Clason Fine Woodworking, but he has served in many capacities throughout his career. Kurt has been the president of the Maine Homebuilders Association, president of the Lake Region Builders and Remodelers Association, and he spent twenty-four years in the U.S. Coast Guard as well. Kurt is constantly pushing the boundaries of how building materials are used, and he challenges the way the building materials industry operates as a whole. One of the major areas in which Kurt is pushing the envelope is energy efficiency. He is constantly looking for new ways to innovate, increase durability, decrease maintenance, and make his builds more sustainable. There is Inspiration Everywhere As we discussed previously, consumers are becoming significantly more educated about the design and construction processes due to the HGTV effect. But contractors are too. While many people take these television shows at face value, professionals in the building materials industry are using them as a source of new ideas and inspiration. Kurt would love to walk around the tradeshow floor gathering information about the latest building products and technologies, but there’s only so much time in a day, and all he has to do is flip on the TV when he gets home from work. These shows fill in the gaps because, for master craftsmen, there is a lot more to them than entertainment. Technological Proficiency is Key For Kurt, the HGTV effect also means his team can hold relatively pain-free discussions with their clients because the language barrier that comes with complex technologies and processes is eliminated. Part of the reason for this is because contractors have evolved with technology just as consumers have, so there is a lot more common ground. All of Kurt’s team members operate from a cloud-based system, which is a major opportunity for companies in the building materials industry. Kurt is looking for partners who have the same tenacity for innovation and operating efficiency, not companies who hand them written manuals of stone and chisel. Building materials companies with a strong digital presence have a significant advantage. About Kurt Clason Kurt Clason has always been interested in working with wood. Both his Dad and Grandfather had small woodshops in their homes. This love of woodworking continued through high school where he worked with his uncle, while on vacation, building homes. Even while attending the Coast Guard Academy Kurt often did small custom furniture work for customers. The Coast Guard offered him the opportunity of a lifetime by allowing him to specialize in Industrial Management. In this capacity, he oversaw all maintenance, repair, and renovation for the lighthouses off of New England. For 15 years, Kurt managed construction crews doing everything from maintaining the buildings to converting the lights from manual operation to solar control. When he retired from the Coast Guard, he wanted to do something that he was passionate about and would love coming to work every day. Fortunately, he had already been working on the islands part-time, so the decision to go full time was easy. Today Kurt’s company is a small custom woodworking shop dedicated to working with their clients to turn their dreams into reality. They have a full custom cabinet shop to make any kitchen cabinet or built-in that you want in your home. They also work with you to restore what time has done to your island home. This can range from installing new footings, jacking the house back up to re-level, or renovating rooms for a new use. They have installed closets, built exterior showers, renovated outside porches for use as game rooms, replaced decks and other similar work. They also work with your architect or have partnerships with local architects to design the home of your dreams. As a design/build firm, they can also work with you to take your own design into reality. Kurt’s partnerships with local barge companies, plumbers, electricians, and painters allow them to be a one-stop-shop to build the entire house from the foundation to the Occupancy Permit. What You Will Learn: Kurt’s perspective on building materials industry trends in the Boston area How the HGTV effect has impacted Kurt’s relationship with building materials companies Why building materials companies need a strong digital presence and technological proficiency How Kurt pulls new ideas and inspiration from television shows How the shift of secondary homes to all-season homes has impacted Kurt’s business How the building materials industry is responding to changes in the secondary homes market Resources: Website: http://www.kaclason.com/ Facebook: https://www.facebook.com/kaclasonfw LinkedIn: https://www.linkedin.com/in/kurt-clason-cgr-caps-94905233/ Houzz: https://www.houzz.com/pro/kaclasonfw/

Episode 8: Launching a Building Materials Brand, with Ralph Bruno [Pt. II] Building Materials Industry | The Launch of Beach House Shake If you didn’t get a chance to check out Pt. I of this two-part series, listen to the episode here. Ralph Bruno is the CEO of Derby Building Products, where he has helped grow the market with brands that have completely changed the face of the exterior building materials industry. In Part I, Ralph shares advice for building materials companies that are trying to build a presence in the marketplace and strengthen their brands. Now, Ralph joins us again to explore the tiny moving parts and the big picture strategy behind launching a brand in the building materials industry. He walks us through the successful launch of Derby’s Beach House Shake and shares insights about the marketing tactics they used. Initiate the Right Conversation With Your Buyer Ralph Bruno says, “If we just had one product to build the whole company around as a consumer-based brand, it would be Beach House Shake.” But Ralph and his team did not always see it that way. After only three years, Beach House Shake has become an iconic consumer-driven brand in the building materials industry. However, Derby initially struggled to move Beach House Shake because the targeting was slightly miscalculated. The product was dished out to channel partners without a clear vision of its consumer appeal in the competitive market of exterior building materials. But three years later, Beach House Shake sales are on the up and up and Derby has shifted the conversation toward consumers. Beach House Shake is for consumers who want something identical to a cedar shingle that maintains its aesthetic with low maintenance. And once Ralph and his team positioned it that way, their sales went through the roof. Taking Beach House Shake to Market Derby Building Products has locked-in on a sweet spot in the consumer market. So, Beach House Shake will continue to build momentum with a new tag line, an aspirational consumer experience campaign, new digital collateral, visualizers, and a strong tradeshow presence. It enables them to make a direct consumer play with all of their experts and channel partners lined up. And now that the product has been out for three years, Ralph and his team can show consumers the long-term value and durability of Beach House Shake. In the building materials industry, talk is cheap, so a little bit of show and tell goes a long way. If you are interested in learning more about Ralph’s strategy behind the launch of Beach House Shake, listen to the latest episode of Constructing Brands. About Ralph Bruno Ralph Bruno is CEO of Derby Building Products Inc. based in Quebec City, Canada, the manufacturer of innovative brands of exterior cladding products, including TandoStone®, the number one brand of composite stone; Beach House Shake® and TandoShake®. For the DIY/siding industry, Derby manufactures NovikStone and NovikShake exterior cladding. Bruno is best known for helping to lead the conversion from wood decking to composites, with iconic decking brand leaders Trex® and AZEK®. What You Will Learn: How Ralph identified the market sweet spot for his new building product Why Ralph and his team chose to focus their marketing efforts on consumers instead of channel partners Ralph’s strategy behind the launch of Beach House Shake How Derby is building awareness for their Beach House Shake product How new trends are influencing the future of Derby Building Products Resources: Website: http://www.derbybp.com/ tandobp.com beachhouseshake.com Twitter: @NovikInc LinkedIn: https://www.linkedin.com/in/ralph-bruno-9a56216/ Facebook: https://www.facebook.com/NovikInc/

Building a Market Presence, with Ralph Bruno [Pt. I] Building Materials Industry | Dynamic Trends in the Building Materials Industry After nearly three decades in the building materials industry, Ralph Bruno is still doing everything he can to push the envelope. From serving as the national sales manager for Trex to launching AZEK Building Products, Ralph has gleaned valuable insights from every corner of the industry and brought them into his role as the CEO of Derby Building Products. He has helped grow the market with brands that have completely changed and shaped the face of the exterior building materials industry. And with more products on the horizon for the Tando and Novik brands, Ralph and the team at Derby continue to extend their reach. A Long-term Value, Durability, and Innovation The pursuit of long-term value and durability have driven Ralph Bruno to maintain a standard of excellence for every offering under the Derby Building Products umbrella. Combined with relentless innovation, Ralph and his team toe the line between current and future trends in the building materials industry. These trends are both market and demographic driven, such as the increase in demand for mixed materials, low-maintenance buildings, moisture management systems, and skilled laborers to execute more complex builds. By looking at these four key dynamics, Ralph can determine the best strategy for introducing Derby’s new products based on how well they meet each of those needs. Building a Market Presence Since big-box stores play a significant role in the building materials industry, consumers are becoming more involved in the materials selection process. We talked about the HGTV effect in the last episode of Constructing Brands, but if you missed it, the HGTV effect is when consumers watch enough television to become a self-proclaimed G.C. And while the HGTV effect may create a lot of challenges for building materials companies, Derby has capitalized on it. Ralph stresses the importance of brand strength in the DIY culture because it is the key to dominating a product category. Before AZEK there were no brands in the trim category, and after two to three years, AZEK was synonymous with white PVC trim. To hear Ralph’s take on where the building materials industry is headed, listen to the latest episode of Constructing Brands with Ralph Bruno. About Ralph Bruno Ralph Bruno is CEO of Derby Building Products Inc. based in Quebec City, Canada, the manufacturer of innovative brands of exterior cladding products, including TandoStone®, the number one brand of composite stone; Beach House Shake® and TandoShake®. For the DIY/siding industry, Derby manufactures NovikStone and NovikShake exterior cladding. Bruno is best known for helping to lead the conversion from wood decking to composites, with iconic decking brand leaders Trex® and AZEK®. What You Will Learn: Ralph Bruno’s journey into the building materials industry The driving forces behind Derby Building Products’ success How Derby Building Products has played into the DIY culture The importance of brand strength and brand protection in the building materials industry Ralph’s perspective on the future of the building materials industry How Derby gets multiple demographics to buy-in to their new products How Derby educates contractors on the features and benefits of their Tando products The top five ways Derby is marketing their building products Resources: Website: http://www.derbybp.com/ tandobp.com Twitter: @NovikInc LinkedIn: https://www.linkedin.com/in/ralph-bruno-9a56216/ Facebook: https://www.facebook.com/NovikInc/ Share this episode on:

The HGTV Effect, with Eric Lanel Building Materials Companies | Trust the Experts The HGTV effect is when someone watches enough television to believe they are qualified to G.C. and renovate a building. It is a frequent challenge for building materials companies because, at the end of the day, the average viewer doesn’t have the technical knowledge to execute a job effectively. The good news is, people are starting to recognize the value in making significant changes to their homes and they aren’t afraid to pull the trigger. But we must learn to navigate the uptick in unrealistic expectations as these networks continue to influence our clientele. It is our job not only to educate our end-end users about the products themselves, but to help them understand our USP and highlight why our products can be spectacular in expert hands. About Eric Lanel Eric Lanel was born on January 26, 1968, in Queens New York. LANEL an only child and son of Julius a psychotherapist and Barbara a social worker spent many a dinner conversation discussing human behavior. LANEL worked through high school as a mason and started a residential painting company that continued through college. Upon graduating with a degree in marketing from Hartford, Eric worked at CBS Television, Walt Disney Company, and Doubleclick before taking the role of President of GWP Inc., a strategy agency. Today Eric lives in Livingston New Jersey with his wife Francine and daughter Zoe. Eric has two adult sons Adam who works in advertising and Griffin in the building industry. When not working with companies on strategy and developing content he can be found on a golf course or a stream. What You Will Learn: What is the HGTV effect How the HGTV effect is impacting building materials companies How building materials companies can benefit from the HGTV effect Examples of the positives and negatives of the HGTV effect The benefits of positioning your building products as experts-only Resources: Website: https://gwpinc.com/ LinkedIn: https://www.linkedin.com/in/eric-lanel-28a6144/ Facebook: https://www.facebook.com/GWPinc Twitter: @GWP_Inc Instagram: @gwp_inc

Episode 5: Leverage the Changing Trends in Housing, with Bill Asdal Building Materials Companies | Durability and Operating Efficiency in Housing Bill Asdal started his journey in the construction industry back in 1973 and built his business around strong fundamental principles that promote zero defects, employee fulfillment, continuous lead generation, and customer satisfaction. He honed his craft through years of high-quality builds and remodels. But recently, Bill shifted his focus to durability and operating efficiency with the foundation of American Microhomes. He and his team have built a prototype microhome ( A Change in Housing Trends The standard home size has been steadily increasing for the last sixty years. But in this day and age, oversized homes are symbolic of overconsumption and excessive use. As the housing trend starts to move in the opposite direction, builders like Bill have encountered a wide variety of hurdles while trying to meet the market’s demands. Housing change comes with significant regulatory barriers, and they are extremely difficult for builders to breach on their own. So, it is a massive opportunity for building materials companies to take new products to market. If they are designed and manufactured in compliance with these regulations, sustainable microhomes can be produced on a much larger scale. Getting Creative with Building Materials American housing has upheld an exemplary standard of excellence for quite some time, and its exceptional quality is the reason why most of it is still standing. The core structures are unbelievably well built, but to truly stand the test of time, they must be updated along the way. It takes a lot of creativity to turn old structures into viable housing opportunities for the future, and new products are conducive to new ideas. Building materials companies are in a perfect spot right now because they are in the captain’s seat when it comes to housing industry change. The future is bright as we determine the best way to merge sustainable technology with the current housing stock. About Bill Asdal Bill Asdal is a professional educator, builder, and investor. He has been providing quality building and remodeling services since 1973. His mission has been: zero defects, employee fulfillment, continuous lead generation, and customer satisfaction. Through these short goals, his successes are validated. Diversification has been the key to stability, all the while moving income to assets. Asset acquisition, management, and growth have been the core focus of a balance sheet focused business structure. Bill has been a winner of numerous technical, historical, professional, and design awards continuing to devote energy to timeless quality and concepts. He was the national chair of the NAHB Remodelers Council, President of his local builder’s association, a state officer, and twice NAHB Instructor of the Year. He served for 12 years and chaired the PATH program for H.U.D.’s Office of Policy Development and Research. For the past 15 years, Bill does admissions outreach on behalf of the United States Naval Academy while continuing historical restorations for his own portfolio. What You Will Learn: Bill’s shift in focus to durability and operating efficiency as a builder The evolution of microhomes and next-gen housing Where next-gen housing is headed next How building materials companies can leverage the changing trends in housing How building materials companies can help builders overcome regulatory barriers The different opportunities for new building materials products Resources: Website: http://www.asdalcompanies.com/ https://www.asdalbuilders.com/ LinkedIn: https://www.linkedin.com/in/bill-asdal-8b278114/ Email: bill@asdalcompanies.com Assessing Housing Durability: A Pilot Study Durability Rating

The Future of Architecture, Engineering, and Design, with Matt Jarmel Building Materials Industry | How to Win Work With AEC Firms Matthew B. Jarmel, AIA, MBA (Matt) is the managing principal of Jarmel Kizel Architects and Engineers, a leading provider of architecture, engineering, and interior design services based in Livingston, NJ. Jarmel Kizel provides a single point of accountability, to advise its clients throughout the entire development process; from land entitlements through design and construction. With a full range of architectural and engineering services, it is critical for Matt to keep an eye on the building materials industry. He is constantly working to stay ahead of new trends so that his firm can utilize the most advanced, cost-effective materials in the structures they design. Flexibility and Sustainability Whenever the building materials industry introduces new processes or technologies, Matt uses flexibility and sustainability as reference points to gauge where the industry is heading next. Flexibility and sustainability are huge drivers for the transformation of the building industry because as technology evolves, the way we use buildings changes. As we move towards net-zero buildings, we need technology capable of bending to those changes; we need building materials companies that can deliver them. While design firms work to create buildings that can be repurposed and reused down the road, new opportunities for building materials arise simultaneously. This could mean the integration of photovoltaic cells and traditional building materials, wind sails, or even new solar-thermal applications. Get More Visibility There are many ways for companies in the building materials industry to increase their visibility with design firms, but key decision-makers are difficult to reach. And while you might catch their attention in a magazine or a targeted ad, direct communication is the best way to educate them about your products. This requires strategy and a strong web presence that builds familiarity and trust with your brand before anyone on your team makes the first touchpoint. Lunch and learns, LinkedIn messaging, and email communication are some of the tactics you can use. If you want to learn more about winning business from architecture, engineering, and construction firms, listen to Matt’s episode here. About Matthew B. Jarmel, AIA, MBA Licensed in 30 states Matt is a true practitioner of the architectural profession helping clients through traditional A/E design, with additional guidance in land entitlement strategies and financing options. He maintains ‘big picture’ project oversight, for projects in a multitude of industries, including building repositioning and modernization, urban renewal, educational and child development centers, multi-family housing, roll-outs, fitness and wellness, corporate interiors, healthcare, and data centers. Matthew has qualified as an expert witness and testified before Municipal Planning and Zoning Boards, Redevelopment Authorities, and the Court System on land planning and development projects. He has provided expert commentary and has written articles for the following publications: The New York Times, The Star-Ledger, NJ Biz, Real Estate New Jersey, Real Estate Weekly, Brandweek, and The Trenton Times. What You Will Learn: The challenges that design firms are facing as buildings evolve How building materials companies can help design firms create more flexible, sustainable structures What Matt sees in the future of the building materials industry How to increase visibility with design firms in the building materials industry The decision-makers you should be after, and the best tactics for educating them about your products The benefits of creating educational content for the end-user of your products The area of building materials that Matt thinks will have the greatest impact on the AEC industry Resources: Website: https://www.jarmelkizel.com/ Facebook: https://www.facebook.com/JarmelKizel LinkedIn: https://www.linkedin.com/company/jarmel-kizel-architects-and-engineers-inc/ Instagram: @jarmelkizel Twitter: @JarmelKizel

Building Materials Industry | Building Materials and Structural Design Joe Bruno is an architect who specializes in residential and commercial. He has done a significant amount of projects for municipalities and school districts, and he involves himself in every facet of the process from conception through completion. Since Joe has a handle on engineering and execution on top of his specialization, he is constantly watching trends in the building materials industry. Recently, Joe has noticed an increase in new technologies being introduced to the market, providing him with new ways to solve architectural problems as he incorporates these technologies into his designs. Engineered Lumber The building materials industry is always coming out with new products, but in Joe’s eyes, the latest trend has made the greatest impact on the structural design. Open floor plans are in extremely high demand right now and they pose many new challenges for architects across the country. Engineered lumber has enabled architects to create sprawling open floorplans without using a forest of columns or other laborious techniques. It is stronger than sawed lumber and more fire-resistant, so Joe has been able to expand his offerings to clients at a better price. The Future of Building Materials in Architecture Continuing with the idea of price, Joe predicts the building materials industry will see a continuing trend of greater variety at a lower cost. This includes materials that have traditionally only been accessible to the rich, like granite countertops and other finishes. Window manufacturers will offer a wider array of options and some of them are only available because new materials can withstand the stresses of new designs. Either way, the goal is to select the right materials for each job. And with an increasing number of different options available to us, the entire design-build process continues to become more efficient. About Joe Bruno Joseph J. Bruno, AIA is an architect in private practice in Park Ridge, New Jersey. He earned his Bachelor of Architecture from the New Jersey Institute of Technology (NJIT) in 1983. His extensive experience includes the design of schools, commercial buildings, and residences. Since establishing his own practice in 2000 he has focused primarily on custom residential design. This aspect of architectural practice is particularly satisfying as he has the ability to connect one on one with his clients in the pursuit of creating their dream homes. He has entered the stage of his career when the sons and daughters of his first clients are beginning to come to him to design homes for themselves and their families. Mr. Bruno has recently completed a 12 ½ year term as Trustee of the Park Ridge Board of Education where he served as President since 2008. He had previously served on the Board of Trustees of the Architects League of Northern New Jersey for many years before serving as President in 1998. What You Will Learn: Joe’s background in architecture and construction New trends in the building materials industry The future of building materials in architecture How building materials manufacturers are increasing their visibility and selling their technology Where Joe looks for new information about building materials and products The importance of brand in Joe’s decision-making process Resources: Facebook: https://www.facebook.com/Joseph-J-Bruno-AIA-340185043579735/ LinkedIn: https://www.linkedin.com/in/joseph-bruno-40137112/ Instagram: @josephj.bruno

Building Materials Companies | Innovation vs. Application: The Challenges Associated with New Building Products Alan Archuleta started Archuleta Builders back in 2008, and as he approaches twelve years in business, his passion for construction has not waned in the slightest. Before starting his own business, he dabbled in residential, commercial, and even building materials. But after working for other custom builders, Alan realized that he could do it bigger and better on his own. Much of his success can be attributed to his breadth of knowledge and experience in different facets of the construction industry. So, with the big picture in mind, Alan can confidently say the future is bright for contractors and building materials companies alike. Same Formula, More Complications Alan joins us on the latest episode of the Constructing Brands podcast to provide a contractor’s perspective on new trends in the building materials industry. The evolution of new materials is creating opportunities and setbacks that building materials companies must learn to navigate. As a contractor, Alan has seen the construction process become more and more complicated even though it is based on the same formula. And although many of the new building products are better, the application and maintenance of them are entirely foreign, which creates new challenges for the contractors to overcome. Understand Your Contractors Being wary of the disparity between a product’s intended purpose and how it will be used in the field can help you better understand what contractors look for in building materials companies. But that doesn’t mean you can’t educate your audience. There is a movement to bring younger people into the building industry, and young people consume information in a completely different way. Producing content that attracts and resonates with younger builders will garner loyalty from contractors who are working towards the same goal. But it also enables you to create a better understanding of new building materials and their applications among that audience. To learn more about what contractors are thinking and feeling about the building materials industry, listen to Alan’s episode, “The Needs of a Modern Contractor, with Alan Archuleta. About Alan Archuleta Alan is the president of Archuleta Builders. He is on the board of the Metropolitan Builders and Contractors Association in New Jersey. He’s on the board of the NAHB remodelers. He is on the board of Morristown Habitat for Humanity. What You Will Learn: Who Alan Archuleta is and how he got into the construction business Why the building materials industry is changing so rapidly How building materials companies can properly respond to changes in the industry The challenges associated with using new building products and traditional construction processes The movement to bring younger builders into the construction industry, and how building materials companies can reach them The marriage of design and materials that building materials companies should be conscious of How to stay on top of new trends in building materials Resources: Website: https://archuletabuilders.com/ Facebook: https://www.facebook.com/Archuleta-Builders-211923708875045/ LinkedIn: https://www.linkedin.com/in/alan-archuleta-5a104012/ Twitter: @archuletabuild

The building materials industry impacts our world in ways that many people will never realize. But it is an extremely difficult niche for manufacturers to thrive in, even when the market is flourishing. If you are responsible for the success of a building materials company, the Constructing Brands podcast is designed specifically for you. We aim to help you identify and solve the challenges that developers, contractors, architects, designers, and facilities managers are facing with their building materials providers. By understanding exactly how your audience thinks, feels, and operates, you can create the most impactful message with the highest level of visibility. As a result, your building materials company becomes more successful and profitable than ever before.