How Brunner is Delivering Big Results for YellaWood Through ‘Brands for Humans’ Marketing
Like many brands that need to reach consumer and business audiences, YellaWood wanted a way to win the hearts, minds — and business — of B2B and B2C lumber customers. The goal was to engage with these audiences equally, across all YellaWood’s marketing channels.
“Six years ago, we came to Brunner with a very simple request — to cut through the clutter,” recalls Rob Pongonis, CMO of Great Southern Wood Preserving, maker of YellaWood. “Brunner threw a lot of stuff on the wall. What stuck was this group of beavers.”
YellaWood’s animated beavers now star in a “For Five-Star Backyards” campaign targeted to reach all three of Great Southern’s core audiences — consumers, contractors, and dealers. That unified, people-first messaging reflects a marketing approach called B4H, Brands for Humans.
“It’s been extremely effective for us,” Pongonis said, citing big gains in brand awareness and purchase intent.
Pongonis shared YellaWood’s journey at a recent event, “Marketing to Hearts, Not Businesses,” presented by Brunner in collaboration with The Atlanta Business Chronicle. Watch the full event video.
What is Brands for Humans Marketing?
At “Marketing to Hearts, Not Businesses,” Brunner’s Patrick Culhane, vice president of brand strategy, explained the power of marketing to audiences as people first. The Brands for Humans approach puts aside B2B vs. B2C in favor of a single audience approach, just as Brunner’s campaigns for YellaWood have done.
Brands for Humans marketing starts with a deep understanding of the modern business buyer, including that nearly half are millennials with very different expectations and preferences than previous generations, Culhane said.
“The modern business buyer wants purpose. They want you to stand for something, to be like them, and to put them as the hero,” Culhane explained.
“You need have brand value, brand mission, and brand purpose in the mix of what you communicate, talking to them as a human,” he said. “Start being a brand for humans.”
Culhane shared five core elements of the Brands for Humans marketing approach:
1. Purpose: Define and communicate your brand’s purpose clearly
2. Authenticity: Ensure your messaging and actions are genuine
3. Personalization: Tailor experiences to individual preferences
4. Integration: Create a seamless customer experience
5. Word of Mouth: Leverage customer reviews and recommendations
Brands that communicate their purpose authentically, fulfill promises, and personalize customer interactions attract the attention and loyalty of modern buyers, he explained.
YellaWood’s Success Marketing to a Unified Audience
For Great Southern Wood Preserving, the B4H marketing approach has put campaigns featuring the beavers in front of all audiences, on multiple channels, with a single, consistent message — that YellaWood lumber is the best material for anything you want to build in your backyard.
“Everywhere we advertise you’re seeing our beavers show up. That consistency is what has paid off for us in the long term,” Pongonis said.
He shared those results:
- 27% increase in homeowner unaided awareness over their closest competitor
- 30% increase in pro contractor unaided awareness
- 19% increase in pro contractor purchase intent
The secret is consistency, Pongonis said, across B2B and B2C audiences.
“You’ve got to talk about those business decisions. But how do you do it in a way to make it interesting and fun?” he said. “Just talk to me like I’m a person.”
Ready to learn more about Brands for Humans Marketing?
When you’re ready to get started with B4H marketing, feel free to contact us. We’d love to learn more about your brand’s challenges reaching your key audiences, and talk through ways we can help.
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Patrick Culhane
Vice President, Brand Strategy
Patrick Culhane, is vice president, brand strategy, for Brunner. A UK native, has 21 years of agency experience in brand strategy, planning, and development. He has a BA in Marketing and the Psychology of Communication from De Montfort University and has completed the Association of National Advertisers Integrated Marketing Certificate. Patrick advocates for B2B brands to understand the impact of the new millennial buyer and he co-presented “Marketing to Hearts, Not Businesses” at an Atlanta Business Chronicle event in April. He’s a proud juror at the 2024 ANA REGGIE Awards.
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