3 opportunities and 3 mistakes The answer to the question – should builders invest more in their brand, is a simple – yes and no. Some builders invest more than enough in their brand – for better or for worse. Others however do not invest near enough in their brand. The latter is particularly so […]

3 opportunities and 3 mistakes The answer to the question – should builders invest more in their brand, is a simple – yes and no. Some builders invest more than enough in their brand – for better or for worse. Others however do not invest near enough in their brand. The latter is particularly so for project home builders when the products they are offering are all the same. While project home builders, making up most of the market, often claim that their products and general offerings are unique – when the truth is that they vary very little indeed. Given the unwillingness of builders in Australia to innovate, as builders overseas have done, and their insistence on being safe and conservative, branding their businesses in a unique way may be the only avenue to achieving differentiation. I would argue that there is real scope for innovation in the home…