Constructing Brands

What you will learn from this podcast: Mikael Akerberg's entrepreneurial background and journey to Nobilia Nobilia's decision to enter the fragmented U.S. kitchen market and create a new product category Strategies for researching and understanding the cultural nuances of the U.S. market Building an efficient nationwide distribution network for European kitchen furniture  Partnering for successful online sales and reaching a broader audience Future plans for franchising and expanding Nobilia's presence in the U.S. Lessons learned and advice for global expansion and innovation Intro:  Exploring Nobilia's disruptive journey into the U.S. market. Guest Bio: Mikael Akerberg is the CEO of Nobilia, Europe's largest kitchen furniture company. With an entrepreneurial spirit ignited at a young age, Mikael has led Nobilia's bold expansion into the U.S. market, introducing a new category of European-style modular kitchen furniture and embracing innovative strategies to cater to American consumers.

Renowned interior designer Jennifer Bertrand joins host Eric Lanel to discuss her human-centered approach to design. She explains how psychology and deep conversations help her understand clients and create soulful, personalized spaces. Jennifer shares her creative process, from initial chats to online vision boards, and emphasizes the importance of authenticity and risk-taking for growth. She highlights some of her most meaningful projects, including designing homes for military veterans and Ronald McDonald Houses. Jennifer encourages shying away from boundaries, having fun, and not being afraid to fail on the journey toward great design.    

Summary: In this episode of Constructing Brands, the hosts introduce their new partners and discuss their agenda of celebrating heroes in the building materials industry. They express their passion for design and construction and the importance of telling the stories behind the people, brands, and products in the industry. The hosts highlight the need for getting things done and the ability to identify and tell compelling stories. They emphasize the value of working with knowledgeable and experienced partners and discuss the inspiration that comes from travel and food. The episode concludes with closing remarks and a call for feedback. Takeaways: The hosts are focused on celebrating heroes in the building materials industry. Telling the stories behind the people, brands, and products is a key aspect of their work. Getting things done and the ability to tell compelling stories are important skills in the industry. Working with knowledgeable and experienced partners is valuable for success.

Summary: In this episode of Constructing Brands, the hosts introduce their new partners and discuss their agenda of celebrating heroes in the building materials industry. They express their passion for design and construction and the importance of telling the stories behind the people, brands, and products in the industry. The hosts highlight the need for getting things done and the ability to identify and tell compelling stories. They emphasize the value of working with knowledgeable and experienced partners and discuss the inspiration that comes from travel and food. The episode concludes with closing remarks and a call for feedback.TakeawaysThe hosts are focused on celebrating heroes in the building materials industry. Takeaways: Telling the stories behind the people, brands, and products is a key aspect of their work. Getting things done and the ability to tell compelling stories are important skills in the industry. Working with knowledgeable and experienced partners is valuable for success.  

In the latest episode of GWP’s Constructing Brands podcast, we speak with Kenn Busch, owner of Material Intelligence Website and sustainability thought leader. Kenn offers us insights in how to start the discussion and position your building material company in a world where your carbon footprint is becoming more and more important.. Kenn’s goal is to drive awareness to the importance of climate positive. Learn ways to position your efforts to be climate positive.

What You Will Learn: What technology is important for a business to have How to evaluate which tool is best In the latest episode of GWP’s Constructing Brands podcast, we speak with Abbas Naqvi, Digital Director at GWP, Inc Advertising discusses how to think about the CRM tool your company is using, and provides top-line insights to make sure you are getting the most out of your CRM tool.

What You Will Learn: How are designers are making efficient use of space in healthcare? Best way to get products in front of a designer Is your product meeting today’s safety and health criteria? How to ensure your product would be considered for a project. In the latest episode of GWP’s Constructing Brands podcast, we speak with Sandy Goodman, President of CRGA Design, on what she requires from a building materials manufacturer for the healthcare space.

In the latest episode of GWP’s Constructing Brands podcast, we speak with Judi Teran, co-owner and interior designer at Iconica Design Studio, about what is important to her in 2022 from a building material manufacturer.

In the latest episode of GWP’s Constructing Brands podcast, we speak with Pete Kelich from Hubspot, an all-in-one inbound marketing sales and customer service tool, talk about the strengths and benefits of this tool for your business.

What You Will Learn: What’s coming for Constructing Brands in 2022! Stay tuned for the best tools and platforms for communications Stay tuned for the best Customer Relationship Management (CRM) tools Stay tuned for the best methods to Target Market In the latest episode of GWP’s Constructing Brands podcast, Eric Lanel discusses what’s coming for our Constructing Brands audience in 2022.

What You Will Learn: Our current Technology Trends The importance of setting expectations Multi-family building trends How are you handling supply chain issues? Potential office space building trends In the latest episode of GWP’s Constructing Brands podcast, Matt Jarmel, About Matt Jarmel Matthew B. Jarmel, AIA, MBA (Matt) is an American architect and real estate developer. He is managing Principal of Jarmel Kizel Architects and Engineers, Inc., located in Livingston, NJ. Graduating first in his class, he earned a Bachelor of Architecture degree from the New Jersey Institute of Technology, School of Architecture, and a Master of Business Administration with a concentration in Real Estate Development and Urban Land Use from Rutgers University. Matt has expertise as a general practitioner with strong experience in commercial design including office design, (new buildings and interiors), multifamily housing and early education, childcare centers. He is also an expert on land entitlement strategies and real estate financing, skills which he uses both advising clients on the development process, but also for developing projects on his own account. Resources: Website: https://www.jarmelkizel.com/about-us-management-matthew-jarmel.html Linkedin: https://www.linkedin.com/in/mattjarmel/

What You Will Learn: Tactics you can use to market to your distributors How you can help your distributors market for your product In the latest episode of GWP’s Constructing Brands podcast, Eric discusses a key ingredient which can help your distributors sell your product. About Eric Lanel Eric Lanel was born on January 26, 1968, in Queens, New York. LANEL, an only child of Julius, a psychotherapist, and Barbara, a social worker, spent many a dinner conversation discussing human behavior. LANEL worked through high school as a mason and started a residential painting company that continued through college. Upon graduating with a degree in marketing from University of Hartford, Eric worked at CBS Television, Walt Disney Company, and Doubleclick before taking the role of President of GWP Inc., a strategy agency. Today Eric lives in Livingston, New Jersey with his wife Francine and daughter Zoe. Eric has two adult sons, Adam who works in advertising and Griffin in the building industry. When not working with companies on strategy and developing content he can be found on a golf course or fly fishing in a stream. Resources: Website: https://www.gwpinc.com Youtube: https://www.youtube.com/channel/UCgCt__nAQ-nL3fzvTFnKIdw Linkedin: https://www.linkedin.com/in/eric-lanel-gwp/ Facebook: https://www.facebook.com/GWPinc

What You Will Learn: Best way to get in front of a designer In the latest episode of GWP’s Constructing Brands podcast, Lana Masor, CEO and Principal Designer of Maison Masor. About Lana Masor Lana Masor is the CEO and Principal Designer of Maison Masor, a full-service interior design firm located in Montclair, NJ. Maison Masor creates bespoke designs to reflect our clients’ style and personality. By marrying different periods, styles, textures and colors, we achieve a warm, collected feel that is timeless. Lana is also a part of 4 Flavors Art, which provides art consultancy services, and can help you acquire the perfect art piece, and have it installed beautifully on your walls. The refined space never goes out of style. Resources: Website: https://maisonmasor.com/ Pinterest: https://www.pinterest.com/fb0573d8ddd76c09c336ff70d955a8/_saved/ Instagram: https://www.instagram.com/maisonmasor/

What You Will Learn: Explain how important the customer journey/experience is How to determine customer experience team How to know if you need a customer experience expert Happy employee, happy customer? Where to start with customer experience Is the customer experience important to the end user? In the latest episode of GWP’s Constructing Brands podcast, Stacy Sherman, customer experience expert, author, and mentor, discusses how important the customer experience is to grow your brand and increase sales. About Stacy Sherman Stacy Sherman is an empathetic customer experience (CX) pioneer who has devoted her career to leading with a heart and creating lasting customer loyalty through engaged employees. Recognizing the humanity in others is critical to any business’s success. Whether a company is marketing to other businesses or consumers, its ultimate audience is an individual. There is a person at the other end of every campaign and communication; for businesses that desire to be competitive and acquire customers, making a human connection is critical. Resources: Website: https://doingcxright.com/about-stacy-sherman/ Youtube: https://www.youtube.com/channel/UCQu4U9uRSUhPoQE-jTBYQ2A Twitter: https://twitter.com/stacysherman Linkedin: https://www.linkedin.com/in/stacysherman/ Instagram: https://www.instagram.com/doingcxright/ Amazon: https://www.amazon.com/Customer-Experience-2-Naeem-Arif-ebook/dp/B08CZTJ1YD/ref=sr_1_1?dchild=1&qid=1595955208&refinements=p_27%3AIan+Golding&s=digital-text&sr=1-1&text=Ian+Golding 

What You Will Learn: How to prepare for the coming sustainability movement How does sustainability affect business owners How to get ahead of sustainability Who should be on your energy team In the latest episode of GWP’s Constructing Brands podcast, Jim Mumm, CEO of Sunlight Energy Group, discusses how to stay ahead of the energy movement and prepare your business to be sustainable. About Jim Mumm Jim, a Certified Energy Procurement Professional and a Certified Energy Manager, has spent his 37-year career either leading companies or helping senior executives improve their bottom line results. He started in business by working his way up through a variety of positions with a large grocery chain over a 12-year period, where he served as store director of 3 incrementally larger stores before becoming an executive at the chains headquarters. He went on to lead the national and private brand sales efforts for a major division of Sara Lee with key account responsibilities for Wal-mart, Food Lion, and Stop & Shop, he served as Director of Sales for electronic solutions at News American Marketing specializing in loyalty marketing and stored value systems. Jim then became Director of Sales for a technology firm, Vice President of Sales for a firm providing electronic marketing solutions, and SVP of Sales and Marketing for the leading provider of e-Marketing and e-Commerce solutions to the grocery industry. In 2006, he created 1st Wave Sales & Marketing, an IT sales and marketing firm. Jim holds a BBA in Marketing, an MBA in Management, and a Masters of Science in Business Computer Information Systems. He is also a CEP (Certified Energy Procurement Professional) and a CEM (Certified Energy Manager), two of the highest designations in the energy industry. Jim loves mentoring and teaching people to reach their full potential, and is a devout Christian. Resources: Website: https://www.sunlightenergygroup.com Youtube: https://www.youtube.com/channel/UC_zrgOtjrwC7O99rleYKJoQ/featured Linkedin: https://www.linkedin.com/in/jim-mumm-a9a181/

What You Will Learn: The progression of environmental protection advancements in building materials What is LEEDS The 3 nodes U.S. Green Building Council looks for in an environmentally sound building product How LEEDS can help your building product The U.S. Green Building Council Better Materials program and how it benefits you In the latest episode of GWP’s Constructing Brands podcast, we speak with Wes Sullens, LEED Fellow at the US Green Building Council, discussing green initiatives in the building materials industry. About Wes Sullens Wes Sullens, LEED Fellow, leads Materials & Resources activities at the U.S. Green Building Council. Wes is responsible for the materials credits in the LEED Rating System and guides leadership criteria related to construction waste, product manufacturing, material transparency, circular economy, and embodied carbon. He has worked in the public, private and nonprofit sectors for 20 years on broad topics including energy efficiency, building codes, supply chain sustainability, and chemicals transparency. Resources Website: www.usgbc.org Youtube: www.youtube.com Linkedin: linkedin.com/in/wessullens Facebook: facebook.com/USGBC

What You Will Learn: How important your website is What information should be on your website Packaging pitfalls How to present yourself at tradeshows About Tracey Stephens As the daughter of a Foreign Service Officer and an artist, Tracey grew up mostly in Europe where her parents assembled a museum quality art and antiques collection. She developed a strong appreciation for world cultures, art, design and travel early in life. After early careers in social work (honing listening skills and couples negotiating) and public relations, she found her true passion in interior design and started her interior design business in 1991 while still a student at Parsons School of Design. For the last decade she’s focused primarily on kitchen and bath design. When not working, I enjoy kayaking, live music, walking in Brookdale Park and yoga. One of her favorite bands is Pinegrove and not only because it is her son’s band (Evan Stephens Hall)! For her list of awards and certifications, please visit her website www.traceystephens.com. Resources Website: www.traceystephens.com Facebook: www.facebook.com/TraceyStephensInteriorDesignInc Houzz: www.houzz.com/professionals/kitchen-and-bath-designers/tracey-stephens-interior-design-inc-pfvwus-pf~92347229 Pinterest: www.pinterest.com/traceyrstephens

What You Will Learn: Affordable ways to bring energy solutions to your business Looking at your energy solutions strategically How an energy broker gets paid How to vet an energy specialist In the latest episode of GWP’s Constructing Brands podcast, Jim Mumm, CEO of Sunlight Energy Group, discusses the money-saving benefits and process of bringing big company energy solutions to small to midsize companies. About Jim Mumm Jim, a Certified Energy Procurement Professional and a Certified Energy Manager, has spent his 37-year career either leading companies or helping senior executives improve their bottom line results. He started in business by working his way up through a variety of positions with a large grocery chain over a 12-year period, where he served as store director of 3 incrementally larger stores before becoming an executive at the chain’s headquarters. He went on to lead the national and private brand sales efforts for a major division of Sara Lee with key account responsibilities for Walmart, Food Lion, and Stop & Shop, he served as Director of Sales for electronic solutions at News American Marketing specializing in loyalty marketing and stored value systems. Jim then became Director of Sales for a technology firm, Vice President of Sales for a firm providing electronic marketing solutions, and SVP of Sales and Marketing for the leading provider of e-Marketing and e-Commerce solutions to the grocery industry. In 2006, he created 1st Wave Sales & Marketing, an IT sales and marketing firm. Jim holds a BBA in Marketing, an MBA in Management, and a Masters of Science in Business Computer Information Systems. He is also a CEP (Certified Energy Procurement Professional) and a CEM (Certified Energy Manager), two of the highest designations in the energy industry. Jim loves mentoring and teaching people to reach their full potential, and is a devout Christian.

What You Will Learn: 3 ways to create a customer for life Avoid looking at results and look at the systems Right to left thinking instead of left to right thinking Avoiding chaos in the construction business In the latest episode of the Constructing Brands podcast, we speak with Todd Dawalt, host of The Construction Leading Edge. Todd’s years of experience consulting for construction companies has awarded him vital insights and knowledge on how the most successful businesses should operate, what to focus on, and what mistakes to avoid. This information combined with strategic customer service can help you develop customers for life.