Building a New Business by Building a Brand

Challenge

An Australian-based company, James Hardie, had a minimal presence in North America, despite being one of the largest global manufacturer of fiber cement products. The advantages of cement board were numerous but there was virtually no awareness and little channel support. They asked Brunner to help flip the script and support their plans for expansion.

Insights

The whole channel works on demand. Dealers carry what contractors specify; contractors specify what homeowners are demanding. Those consumer tastes are changing. Aesthetics and quality are driving more of the cladding decisions. “Cement board” is a home construction afterthought. 

Strategy

By identifying strong builder partners in key markets, Brunner builds awareness at the consumer level, then leverages demand quickly back through the channel. Market by market, neighborhood by neighborhood, builders are more than willing to up-sell to HardiePlank, thanks to strong, brand-specific awareness.

Results

• #1 brand of siding in America
• 40% annual growth for five straight years