Matt Sonnhalter shares his top five takeaways from the 2026 International Builders’ Show — from attendance trends and time-saving products for contractors to an unexpected surprise appearance from a Demogorgon. Watch the full video below.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
New year, new marketing. But really?
When we usher in a new year, it naturally creates space to reflect on what we want to do differently or better, both personally and professionally. From a marketing standpoint, this is also a good time to consider how to be more effective and efficient with time, investments, strategies, and priorities.
For many organizations, this is also the right time to revisit their marketing fundamentals and make sure strategy, brand, and execution are aligned with business goals.
That said, different is not always better.
Each year seems to bring an accelerated wave of new technologies, shifting demographics, and evolving competitive and economic pressures.
When all of these external changes are swirling around, it’s easy to get overwhelmed about what to focus on and what to do next. This is where stepping back becomes critical.
Regardless of the technology, whether it’s AI, the latest jargon like “vibe marketing,” or the many things outside of your control such as competition, the economy, or trends, the smartest move is often to refocus on the fundamentals.
Focus on what you can control: your brand, your messaging, your budget, and your resources, both internal and external.
What does it mean to focus on the fundamentals?
Focusing on marketing fundamentals means stepping back and evaluating a few core areas that drive long-term performance and better decision-making.
This is a good time to take a closer look at a few key areas.
Your strategic plans
Does your organization have a clear strategic plan? Is your marketing plan aligned with the broader business objectives? If those two aren’t connected, it becomes difficult to make smart decisions about priorities and investments.
Your brand platform
Your brand platform, not your logo or visual identity, should serve as your guiding light. If you haven’t developed one, or if it hasn’t been revisited in several years, now is the time to reassess it.
Do your mission and vision clearly reflect why you exist and what you are working toward long term? Are your values showing up in how you operate, not just how you describe yourself? Does your personality and tone of voice come through consistently in your communications?
Your target audience
When was the last time you conducted research to truly understand your customers? Why they choose you, why they don’t, how they may have changed, and who you might be missing altogether.
Do you understand their path to purchase or engagement, and where friction exists along the way?
Your communications
How well does your messaging resonate with your target audience? Are you being authentic and distinct? Are you reaching people where they are, as efficiently as possible? And how are you measuring whether it’s working?
Too often, organizations focus on the what and move too quickly past the why. We jump from tactic to tactic or chase the next new thing we’re told we need to do to avoid falling behind.
This isn’t to say new technologies don’t matter. They can absolutely play a role. But before jumping to solutions, it’s far more effective to start with the fundamentals.
Strong marketing fundamentals create better decisions, stronger alignment, and more effective execution over time.
Align your marketing with your business goals first.
Then make informed decisions about what to do and how to do it.
That’s a strong way to start the year.
Matt Sonnhalter reveals his top five takeaways from AHR 2026! Matt explores the crowded tradeshow floor, data centers, hypoxic training and more! Watch the full video below.
Short-form video continues to reshape how audiences discover and engage with content online. One of the newest formats is YouTube Shorts, a feature designed to help brands connect with viewers.
What Are YouTube Shorts?
YouTube Shorts are vertical, short-form videos that are up to 60 seconds long. Shorts appear in a dedicated Shorts feed within YouTube and are served up to users based on interests, not just subscriptions.
Unlike traditional YouTube videos, Shorts focus onfast-paced content that captures attention within seconds.
Why YouTube Shorts Matter for Brands
YouTube Shorts offer a unique opportunity for brands to expand reach without requiring long-form production.
Increased visibility
Shorts are pushed to a broad audience through YouTube’s algorithm, helping brands reach viewers who may not already follow their channel.
Videos
You don’t need highly polished videos to be effective. Quick clips from events, behind-the-scenes moments, product highlights or tips can perform well.
Cross-platform efficiency
Content created for Shorts can often be repurposed for other platforms like Instagram and TikTok, maximizing the value of each video.
How Brands Can Use YouTube Shorts Effectively
For the trades, YouTube Shorts work best when they’re informative, authentic and purposeful.
Ideas include:
Shorts Support Long-Term Growth
While Shorts are short in length, their impact can be long-term. Regularly posting Shorts can help:
When used strategically, YouTube Shorts complement your broader videos and content marketing efforts.
By meeting audiences where they already consume content, brands can increase visibility, build trust and stay competitive in a crowded digital landscape.
Another year at World of Concrete is in the books, bringing steady show-floor energy, a strong focus on safety gear and evolving exhibitor experiences. From seeing your future and great food, watch to see the top five takeaways from the show.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
A brand isn’t your logo, your tagline, or your latest campaign.
(You already know that.)
It’s a perception. It’s how customer or potential customers experience you. It includes everything they hear, see, and touch about you. And if you’re not shaping that perception intentionally, it’s being shaped for you.
Where things usually go off track
Most companies pour time and money into tactics and campaigns but skip the foundation that makes them work: the brand platform. The result? Marketing that feels scattered, inconsistent, or forgettable.
The part people overlook
A strong brand is built in the quiet moments between campaigns. It’s in the tone of your emails, how your team answers the phone, what your website says (and what it doesn’t), and how your product or service actually delivers on the promise your marketing makes.
A couple of brands that prove the point
Think about Trader Joe’s. They don’t advertise much, yet their brand is unmistakable. From handwritten signs and Hawaiian shirts to playful packaging and friendly conversation at checkout, every detail reinforces approachability and discovery.
Or YETI. They don’t just sell coolers. They sell a lifestyle. Each detail, from the way their products are built to the stories they tell, reflects durability, adventure, and doing things the hard way because it’s worth it. Their brand isn’t created through marketing campaigns; it’s built through consistency in everything they do.
The difference it makes
That’s the difference between running marketing campaigns and building a brand. Campaigns should work for your brand, not define it. The message, the tone, and the experience should all reinforce who you already are.
Where to look if marketing feels hard
If your marketing feels like it’s starting from scratch every time, or harder than it should be, it’s probably not the campaign, it’s the brand underneath it. Slow down. Define what you stand for, what you promise, and what you want people to remember. Strengthen that foundation, and the rest starts to click.