In the vibrant world of home improvement brand marketing, one element stands out as a powerful tool for capturing consumers’ attention and hearts: emotion. Emotional marketing, as it’s known, is the practice of using emotion to make your audience notice, remember, share and buy. A prospective homeowner scrolling through endless product specs and how-to guides is about as thrilling as…

If you follow our insights, you know that this article follows similarly themed content on research, personas and marketing strategy. Assuming you have done your research and adopted a collaborative strategy, you are ready to move into creative. Unfortunately, this doesn’t mean you get to check off deliverables just yet. There’s a critical step you’ll need to consider first, and it’s called implementation. Implementation…

It’s that time of year. Don’t pretend you don’t know. It’s that time when the task of getting the office mail suddenly gets interesting and potentially competitive. For the next month, the mailbox could contain any manner of festive cards, gifts and even chocolate. Here at Porchlight, we are busily doing our part to fill mailboxes with goodies. Mind you,…

At the most basic level, packaging serves two purposes. First, it must protect a product, both in transit to the retailer and the consumer. Assuming it does this first task well, packaging must also communicate what a product is and does. These two priorities may seem straightforward, but packaging is more complex. At its best, packaging works like a system,…

From time to time, we all need a change. The same is true for brands. If you’re plugged into the world of branding, it may seem like there’s more rebranding happening on any given day than there is branding. Thankfully, that’s not the case. While it’s true that certain industries refresh their brands more often than others, it’s not routine…

There are a handful of milestones in life that are especially memorable, and an 18th birthday is surely one of those occasions. After all, it’s not every day one reaches an age worthy of official independence. This month marks Porchlight’s 18th year in business, and we’ve come a long way since founder and Principal Greg Corey set up shop in…