On the surface, the construction industry appears to be a sales-driven and male-dominated culture focused on specifications, features and price. But it’s not. It’s founded on long-standing relationships upon which builders and contractors have learned to rely.
The challenge for this materials supplier was how to break through the “closed system” of historical relationships that exist in the construction industry and increase market share.
HOW WE DELIVERED
KNOWLEDGE AND BUILT CONFIDENCE
To understand the cultural forces at play, we immersed ourselves in the construction industry. We spent time on job sites, talked to architects, contractors and buildings owners, as well as studied the cultural systems that exist in this industry. From this we found the anthropological concept of kinship to be the driving influence on decisions. This lead to insights about the sense of belong, brotherhood and the components of trust.
Stones Insight’s client was awarded a major rebranding project and completely reshaped the company’s brand architecture.