A Magazine That 'Gets' Digital

Recently, I posted about the evolving nature of magazines in the digital age.  I opined that not many construction trade magazines are yet dealing very effectively with the new delivery media.

That same day, I found out about one that's doing exactly what I'd been looking for:  Sustainable Construction, a recently-launch publication from Cyngus.  It's currently scheduled as a digital quarterly, with one issue per year also being published in hardcopy.  The publisher tells me that the print issue will be separately designed from the digital edition of the same issue.

Sustainable Construction is formatted in landscape mode, and the online version looks like it would fit an iPad screen, as well.  (Cygnus is also offering a free iPad app for the magazine.)  The pages are readable without going to "magnification mode," even on my laptop screen.  The ads are big and bright and full screen, too.  The overall effect is excellent.

Of course, it's totally appropriate and not even surprising for a sustainability magazine to be largely paperless.  The unusual thing is that they've jumped into digi-screen formatting, and done it well.

Bravo, Cygnus!  I hope other publishers are smart enough to follow in your footsteps, and build a new infrastructure for this valuable communications tradition.

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Misuse of Product Reps by Architects

CSI Product Representative Practice Group Meeting
July 13, 2-3 pm ET

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Topic: Product Rep Abuse - The Growing Misuse of Product Reps by Architects

Presenter/Group Leader: Alana Sunness Griffith, FCSI, CCPR

Have you experienced elation when design professionals call, need your services desperately and you drop everything to respond immediately? Have you experienced frustration when you call the next day to follow up and are told they are too busy to talk to you? Or, are they are unresponsive when you want to spend a few minutes with them to share education about your product or the product's application? We'll share some "war stories" on July 13, but also will talk about some ideas to help you become better connected with the design professional.

System Requirements
Windows® 7, Vista, XP or 2003 Server
Mac OS® X 10.4.11 (Tiger®) or newer



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Create your Own Recovery

Many economists are now saying that there will be no general economic recovery in the short term. However, Chusid Associates continues to work with building product manufacturers that are making their own recovery by becoming more competitive, launching breakthrough products, taking advantage of niche growth opportunities, and getting better results from their sales and marketing investments. Stop waiting for another construction boom, and create your own. MD-June2011graphCrop
New construction starts in May fell 6% to $376.1 billion (annual rate). Nonresidential building plunged 12%, retreating after its improved pace in March and April. Substantial declines were registered by hotels (down 64%) and transportation terminals (down 59%) after each had been lifted in April by the start of several large projects. More moderate declines in May were reported for offices (down 8%) and schools (down 7%). Helping to cushion May’s nonresidential downturn were gains for manufacturing plants (up 35%) and healthcare facilities (up 15%). Residential building in May dropped 7%, reflecting more weakness for single family housing as well as a pullback by multifamily housing from its elevated April amount. Nonbuilding construction in May climbed 5%, boosted by a 68% jump for electric utilities that featured the start of a $2.0 billion solar power facility in Arizona. The public works side of nonbuilding construction decreased 10% in May.

For more information, read here for the full press release on construction start statistics.

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Advice for Sales Reps

Joy Davis, Web Content Manager at Construction Specifications Institute, post this annotated slide show with sound advice for sales representatives working with design professionals.

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CSI Continuing Education Program Terminated

Periods of rapid expansion in an industry are frequently followed by consolidation. This is what has, apparently, has happened to the now defunct Construction Specifications Institute's Construction Education Network (CEN).

The movement to require continuing education of architects began in the 1980s. AIA was one of the first organizations jumping onto the bandwagon, establishing AIA/CES for accrediting continuing education programs and vigorously promoting courses to AIA members. CSI joined the fray relatively late in the game, hoping to provide a continuing education vehicle that crossed disciplinary lines. But many other groups were more nimble in establishing themselves as the CEU providers of choice. US Green Building Council, engineering trade associations, and industry publishers now compete for a piece of the action, and demand has flattened.

CSI is still very active in providing continuing education, but will no longer be certifying programs nor tracking the credits obtained by participants.

Building product manufacturers with courses listed in CEN will need to make other arrangement for credentialing and promoting their programs.

CEN, RIP.

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CSI Webinar - Guide Specifications: A Building Product Sales and Marketing Tool

Michael Chusid, RA, FCSI, CCS, SCIP and Vivian E. Volz, RA, CSI, CCS, LEED AP will explain how guide specifications make it easier for architects and engineers to write your product into their projects. A well-written guide spec also helps educate specifiers about your product, so they can write more accurate and better coordinated project manuals. This course will be led by two experienced specifiers with expertise in guide specifications and building product marketing. They will explain how to apply CSI principles to guide specs, integrate them into your marketing efforts, and train your reps to use them as a sales tool. You will learn how guide specs can help reduce the risks of product liability and substitution abuse. The course will also help you prepare for the CDT and CCPR exams.

Date: September 8, 2011
Time: 2pm EST 


Learning Objectives
  1. Understand guide specifications and how to use them to communicate with specifiers.
  2. Be able to apply CSI formats and principles to the special requirements of guide specs.
  3. Know how to use guide specs to provide "point-of-specification" assistance to specifiers.
  4. Use guide specifications to reduce product liability, construction claims, and substitutions.
  5. Train your sales team to use guide specifications as a valuable sales tools.
Credit: 0.1 CSI CEUs, 1.0 AIA LUs

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10 Best New Building Products of 2010

At the end of each year, the staff at Chusid Associates nominates and votes on its list of the Ten Best New Building Products of the year.  Our intention was to blog about all ten, but we got busy and only managed to write about a few of the winners. Without delaying the project further, here is our truncated list:

The pace of innovation continues. The tough economic times are actually proving a boon to some companies, as they use the opportunity for research and launching new products that, in the continual press of sales during a good year, would normally get buried. Several of this year's entries are innovations on ages-old problems, while others represent the intersection of several cutting-edge technological developments. A few were included not because the actual products were significant, but because of the trends they represent.

1. Plasma Lighting: Solid state lighting, in the form of LEDs, have been a major trend for the past few years. Now plasma lighting is taking the spotlight, offering in some cases twice the lumens per Watt of LEDs. Right now most of the plasma lighting available is for stadium and street lamp-sized installations, but miniaturization to commercial and industrial scale seems inevitable.

Multiquip's H2LT Hydrogen Fueled Light Tower drew a lot of attention at World of Concrete for combining low-energy, high-intensity light with quiet, low-polluting hydrogen fuel cells. The plasma light bulb produces 22,000 lumens while consuming only 255 watts, with a life expectancy of up to 50,000 hours. Beyond its energy efficiency, the tower made our list for one simple reason: it is sparking imaginations. At the show, people were walking away from the Multiquip booth discussing new ways and places they could use this technology, sewing the seeds for the next generation of innovations.

This all-glass wall is energy efficient.
2. Phase-Change Insulated Glass: Another ripe field for innovations is combining multiple successful technologies into a single high-performing system. This becomes especially important in sustainable design when building systems often need a higher level of flexibly to meet multiple design objectives simultaneously; natural daylighting is advantageous, for example, but too much interferes with the building's thermal performance and energy use.


Glass-X, from Greenlight Glass, addresses exactly this problem. The core of the system is phase-changing glass that stores or releases thermal energy in the process of converting from solid to liquid states. Glass-X controls thermal transfer, essentially creating virtual thermal mass to help warm or cool the interior as needed. A prism system takes advantage of seasonal changes in the sun's position to reflect hot summer light, while allowing more light, and heat, transfer in winter months.

Glass is one of our favorite building materials around the office; the amount of versatility and innovation in glass construction is staggering, and the trend looks set to continue for the next few decades. The next winner is another glass product.


3. Bird-Visible Glass: When I was five I once ran full-speed into a closed glass door, face first, so I have a lot of sympathy for birds flying into windows. The problem is so prevalent that it has become embedded in our culture; birds hitting windows is an instantly recognizable slapstick troupe. But the real-world side is not funny; estimates are that almost 1 billion birds are killed by window collisions in the US each year.

Ornalux glass has special ultraviolet patterns that are visible to birds, but not detectable by the human eye. This means birds see the window and identify it as an obstacle, and humans get to enjoy natural lighting and an unobstructed view.


Click here for our 2009 list. And stay tuned for our best of 2011 list.

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Last Call for Presenters - AIA 2012

Speaking at a national convention is a great way to get your brand in front of prospects. If architects are an important part of your market, there is still time to submit a proposal to become a presenter at the 2012 AIA Convention.

We encourage proposals from industry leaders and forward-thinking professionals who are on the cutting edge of design, practice, technology, leadership, collaboration, research, training, and mentoring. Proposals will be accepted until 11:59 p.m. PST, July 1, 2011.

Please download the Call for Presentations for the AIA 2012 National Convention in Washington DC.

Contact Chusid Associates for assistance in submitting a winning proposal.

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iPad Apps

A year since its release, the iPad platform continues to gain broad appeal in the design and building product community.  That big, bright, highly portable screen is replacing both the clipboard and the laptop in many meetings and site visits. Businesses in all corners of industry and commerce have found it advantageous to create apps for the iPhone.

As an electronic catalogue, or purchasing device, its big screen can display architectural materials at a pleasant scale, and explain design problems and concepts with readily accessible illustrations.  The iPad-based catalog not only weighs nothing, so it can be carried anywhere, but it can go conceptually where a hardcopy catalog cannot: interactivity, video displays, and far more.

A thoughtfully designed app can be an effective means of interacting with your customers. We believe that developing such apps, is a great opportunity for building products marketers, and we are working with our clients to take advantage of it.

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How To Become a Recognized Expert In Your Field

The effectiveness of publicity is notoriously difficult to quantify, so anecdotal evidence of how it works is very valuable.  We believe that publicity not only gives manufacturers great venues for explaining a product in depth, but also can establish a manufacturer as an authority on the subject, and a thought-leader in the field.

One of our clients just got a bit of direct experience in just how it works.

We placed and wrote an article, published in February, 2011, in a magazine with a strict “non-proprietary content” policy.  This meant we could not name our client’s company or product in the article, we could only explain the problems his product solves and how it solves them.  However, our client was on the byline of the article.

In June, he received an inquiry from a large contractor specializing in an area where our client’s product could be used.  The writer had admired the article enough to make all his project managers read it.

More importantly, he invited our client to collaborate with his company, as an expert, in trying to change an outdated industry standard that was blocking use of our client’s product.  The article didn’t lead directly to a sale, but it led to an opportunity to open up an entire area of the industry.
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Shortly after posting the above, I got an e-newsletter from the Door and Hardware Institute. They make the same point about writing articles as a way to build your apparent expertise:

How Stuff Works?
What questions do you hear most frequently from your customers? What issues are common during installation of your product? What troubleshooting and "how to" tips can you pass along to openings professionals and end users? Doors & Hardware magazine is currently looking for manufacturers in our industry willing to write 1-2 page "How to..." or "Troubleshooting" articles to help answer and address those common industry-related questions.

Article submissions need to be general in focus - no mention of specific product names. Your company name will be included within the table-of-contents and at the end of the article. Readers and potential customers will appreciate and remember that YOU were the source of this helpful information! (Emphasis added.)
If you are interested in submitting an article for an upcoming issue, contact Chusid Associates for assistance in writing and placing your story.

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Digital Magazines at an Awkward Age

The publishing institution, the Magazine, is at that awkward age; it’s been thrust into the Digital environment, but it hasn’t outgrown its Printed look.

Many magazines – including construction trade magazines -–  have put themselves online, perceiving (quite correctly) that it’s the only way they will survive.  A few have cancelled their print editions altogether, but most have opted for both forms of delivery for their content.

Some have created digital editions that are formatted as websites.  Others have sought to port their entire format, advertising revenue and all, into digital replicas of their print editions.  Both approaches have drawbacks.

The website format typically does not have the advertising impact of print.  Large ads are a difficult stunt to pull off because the web formatting is strung together entirely by the editorial content.  With links directly from the article’s page 1 to its page 2, there’s no need to flip through a couple of half-page or full page ads to read the article.  So ads in these formats tend to be small, and command less money for the magazine.  In other words, it is simply a slower route towards the magazine’s extinction.

Digital replicas offer those stunning full page ads, but both ad and article are hard to read in the full page view.  The type is too small to read.  The full page view is really for navigation only.  The close-up view is the reading view, and it requires a lot of scrolling around to see everything on the page.  It simply destroys the visual cohesion and impact of a full page ad the entire time you’re close enough to read it.

Magazines need to embrace digital publishing on its own terms, not as an extension or a port of Print.  Pages should be formatted in landscape mode, and designed the way tasteful websites are, for screen viewing.  They need to forget what they know about print formatting, but not forget what they know about good design.  To remain viable businesses and useful advertising and publicity vehicles, magazines need to embrace the digital space more wholeheartedly.

Until they do, it might be worth re-considering your ad strategy in both online and print formats, and make sure you’re getting your money’s worth.  In a digital-replica magazine, a well-designed half page ad online may actually be more impactful than a full page, because you can see the entire ad and read it at the same time.

Also, the next time a magazine ad salesperson calls, it might be worth suggesting that they re-think their online format to create a truly digital magazine that’s formatted for computer screens, not magazine racks.

FOR AN UPDATE, CLICK HERE



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Computer-Based Systems Integration

This is an encore of an article Michael Chusid wrote twenty years ago. Looking back, it is encouraging to see that many of the advances predicted then have now become part of every day design and construction practice. Yet fundamental challenges about improving communication and project quality still remain.

For many architects, integration of computer-based systems still means figuring out which end of the cable plugs into their personal computer. But the topic was given much greater meaning at the First International Symposium on Building Systems Automation-Integration held in June at the University of Wisconsin-Madison. This week-long conference, initiated by Varkie Thomas of the Chicago office of Skidmore Owings B Merrill, was devoted to "the integration of computer-based systems for planning, design, construction, and operation of buildings." The conference offered bold predictions for computer technology and its effect on architecture.

While an increasing number of architectural and construction tasks employ computers, the Symposium identified two major barriers preventing computer-aided design from achieving even greater productivity. First, computers have been applied essentially as "electronic pencils," speeding up manual processes but not changing the nature of the tasks. For example, specification are written as though word processors are just fancy typewriters and CAD drawings replicate the types of lines and abstractions used in traditional drafting. Second, computerized information is still transferred from one application to another by manual methods, leading to increased costs  and errors in data processing. For example, it is rare for an architect's CAD file to be passed along for a contractor to use in construction engineering, and electronic product data are not passed along to owners for use in automated facility management. To overcome these barriers, conference participants presented an amazing variety of new computer-based systems and concepts that are already available or under development in laboratories around the world. They also called for new paradigms, based on integration of information and the building team, for the organizational structure of the building industries.

Computers and Practice
Many designers still practice what Tor Syzertsen from the Norwegian Institute of Technology called "Pencil and Paper-Aided Design (PPAD)." But he predicted that computers will soon be such an intrinsic part of architecture that we will drop the phrase "Computer-Aided" from our description of design. He called for the creation of "knowbots" to automate routine architectural tasks, many examples of which were presented during the week-long conference.

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Marketing with Standards

Standards: Dense Prose
Industry standards are essential to the construction industry. Yet they are often confusing, out of date, and contradictory. Produced by consensus organizations, they are subject to political pressures that can favor or exclude proprietary products and innovative solutions. Moreover, designers, builders, and building material suppliers are challenged to stay current with revisions to standards.

This complexity can work to your marketing advantage.

First, building product manufacturers should be active in standards writing organizations affecting their work. These consensus-driven committees need your insight into best industry practices, the needs of your clients, and the pragmatic limitations of current technology.

Further, you can keep your clients up-to-date and informed of changes to standards. This will make your firm the "go-to" resource for current and reliable information. For example, changed standards provide a great opportunity for publicity; contact the editors of trade journals and offer to provide an article about the revisions.

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How do Spec Writers Decide?

The following is from the blog of Liz O'Sullivan, AIA, CSI, CCS, LEED AP, NCARB, a Denver architectural specifications writer.

One for Construction Product Manufacturers: How do Spec Writers Decide What Products to Specify?

Maybe in a perfect world, spec writers would research ALL the available products, and specify ALL of the products that meet the project requirements.  Think of the competition that would create, and the potential cost savings to the Owner because of that competition… and think of the additional costs to the Owner for the time the specifier would have to spend on all that research!

The construction industry generally seems to agree that having 3 competitors provides enough competition to get a fair price for a product.  I believe that the law of diminishing returns would apply to a practice of researching and specifying any more than 3 comparable products, or “equals”.

So how do spec writers select those three products?  Sometimes the Owner tells the design team what they want us to specify.1  If an Owner doesn’t have a preference, the Architect often makes selections based on aesthetic requirements.2  And, if neither the Owner nor the Architect has a preference, the specifier makes product selections.

Last night, I got a comment from Kirk Wood about the third situation.  Kirk was wondering if it’s a case of “who you know” rather than “what you have to offer” that determines which manufacturers’ products get specified by spec writers.

First, I have to mention that the manufacturers’ reps that spec writers know best are those whose products we have researched and have had questions about; the reps we know best are those whose products we know best.  We know these reps through the process of researching the products we were specifying, NOT the other way around.  It’s NOT that we know them, so we spec their products; it’s that they rep products that we spec, so we turn to them when we have questions about the products (compatibility, pricing, product options, availability, et cetera).

So how do specifiers know about these products or manufacturers in the first place? 

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Presenting Electrically Conductive Concrete to the World

An article by Chusid Associates about ground-breaking electro-conductive concrete technology appeared in the May issue of Concrete International magazine, a highly respected magazines published by the American Concrete Institute. (download PDF)


The article, An Electric Highway to the Future, details the development of concrete that can conduct electricity due to the inclusion of high carbon fly ash and/or spent carbon sorbent, along with carbon fibers.  High carbon fly ash is a coal combustion product that results from changes in coal-burning methods mandated under the Clean Air Act of 1990.  Although conventional fly ash has long been used as a concrete additive, the high carbon variety has encountered low acceptance in ordinary concrete uses.  

The invention of electrically conductive concrete promises many opportunities to utilize this material in potential applications such as roads that can charge electric cars as they drive, improved grounding for power plants, security shielding for sensitive data handling and storage facilities, and massive electrical storage batteries that be built into buildings, roads or parking lots.  In other words, it is a basic technology in search of specific applications.  By featuring it in a publication read by thought leaders in the field, Chusid Associates was able to help our client present it worldwide to the people who can truly make a difference in its adoption.

This is the first article to appear in a major publication about this new technology. Being first, it allowed Chusid Associates' staff to develop the initial language that will be used by our client, We Energies, to market this new material and attract useful applications for the concept. 

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Life-cycle assessments of products

This is an encore of an article Michael Chusid wrote 20 years ago. To a limited extent, increased attention to environmental sustainability have increased focus on life cycle performance of buildings. LEED, for example, requires buildings to be commissioned to ascertain that mechanical systems perform as required. Also, the "cradle-to-cradle" concept encourages examination of the flow of materials from extraction to re-purposing.


Operational costs typically, 
exceed construction costs.

Tools that can help architects make life-cycle assessments of products

The architectural community too often disregards the life-cycle costs and operation of buildings. This attitude is not expressed overtly but nonetheless permeates architectural practice:
  • We grovel before a project's bid price and all but disregard a building's cash flow, the streams of operational and maintenance expenses, financing, revenue and tax consequences, which spell economic success or failure to a building owner. 
  • When designing an addition or renovation, we too often fail to involve the building's maintenance staff in a serious discussion about their resources, schedules, and experience with the building's existing materials and systems.
  • We rarely retain qualified building maintenance consultants on our design teams.
  • And frequently, we pass along a hodgepodge of submittals and call it an Operation and Maintenance Manual without considering whether the accumulation really communicates.
Over the economic life of a building, operation and maintenance costs will typically equal or exceed first costs. And when we consider how a maintenance program can affect a building's resale or salvage value, the importance of building maintainability becomes even more apparent.

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BuildSite - Marketing to Contractors

Architects, engineers, and other specifiers are powerful gatekeepers for building product sales, but contractors make the actual purchase. The contractor's power to select products is particularly strong with commodity and generic types of products, putting them and the distributors serving them in the driver’s seat when it is time to choose product brands for the job. This role as the “last designer” means that contractors and distributors are crucial players in purchasing decisions.

BuildSite, is an online (and mobile) tool that helps get product information in front of distributors and contractors when buying decisions are being made. Through BuildSite, manufacturers can target buyers with messaging that is tied to "un-proprietary specs"—the kind that most contractors face.

While BuildSite can be used for product selection and for email messaging, I see its main application as a way to simplify the assembly and distribution of submittals -- the process by which a contractor sends product data sheets, sample warranty forms, material safety data sheets, and other product information to the designer.

At the present time, the system is strongest for products in Divisions 03, 07, and 09.

For additional information and a demonstration, contact:

  Melanie Loftus, Buildsite Product Manager
  mloftus@buildsite.com
  510-208-4428

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Schema.org will effect online marketing

schemalogo-1.jpgThe web's three leading search companies -- Google, Bing, and Yahoo -- have announced a new collaboration called Schema.org, where more than 100 new types of website markup for content like movies, music, organizations, TV shows, products, places and more will allow search engines to better understand and present what they find on the pages that show up in search results.

This will change the way people design websites, it will change the way people do search marketing, it will change a lot of things. It should be very interesting.

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A sexy spin on recycling

Forget the green message, recycling is sexy:


Instead of the green trees and other sustainability motifs used in most promotions for paint with recycled content, this one uses a sultry woman (with a strategically placed brush, no less) and the suggestive headline, "Somethings are better with a past."  Read more here.

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Meet us at these trade shows

Representatives of Chusid Associates will be at these trade shows. Give us a call if you are attending any of them so we can get together.

Dwell on Design - Los Angeles, CA - June 24-26
Energy Management Congress - Long Beach, CA - June 15-16
Construct 2011 - Chicago, IL - September 13-16

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Salesmen

Building product salesmen can make an important contribution to an architect's practice. While they must tout the benefits of their products and take orders salesmen also offer valuable services: providing information with which architects can evaluate, select, and specify products; introducing architects to new materials and techniques; helping assure that contractors understand the specified products and that the products are installed correctly; and providing trouble-shooting assistance to avoid or resolve problems during design and construction. By understanding building product salesman and the work they do, an architect will be able to make better use of the resources they may offer.

It takes a special type of individual to sell building materials. A salesman must have a professionalism that matches that of his architectural clients, a complete grasp of his own products and at least a basic understanding of design and construction technology.

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Made in Canada


The FTA will provide the U.S. construction industry with greater access to a dynamic and growing budding market. Canada has a population of about 10 percent of that in the US., but a construction industry that is 17 percent of ours. This greater per capita expenditure on construction probably stems from two factors. First, Canada's population is distributed over a greater area and has a lower density, requiring a greater commitment of funds to the construction of highways and other services to link its population. Second, the northern climate of Canada typically requires more substantial, weather-resistant buildings.

This is an encore of an article Michael Chusid wrote two decades ago. In retrospect, the tone of the article sounds like it was written by a Chamber of Commerce. While the two countries do have extensive trade with each other, and ideas and finances move across the border with ease, digging in the dirt remains closely linked with a particular region, and cultural and trade patterns remain obstinate. Updates are shown below in blue.

The construction industry is becoming part of an international marketplace. To stimulate the flow of building materials, ideas, and capital across borders, barriers to free trade are being dismantled around the world. In Western Europe, all tariffs and barriers to Common Market trade will be eliminated by 1992. Closer to home. the recently ratified Free Trade Agreement (FTA) will eliminate, over the next decade, virtually all tariffs between the US and Canada and will liberalize regulation of cross-border investments. This will affect the availability, distribution, and competitiveness of building materials and services on both sides of the 49th Parallel.  [The Canada - US Free Trade Agreement has been broadened into the tri-lateral North American Free Trade Agreement.]

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Globalized Construction Branding

April 5, 2011 CEMEX, S.A.B. de C.V. (NYSE: CX), announced today the launch of its first global brand of ready-mix concrete, Promptis®. The
rapid-hardening, fast-formwork removal concrete technology is already being sold in France, UK, Ireland, Israel, Spain, and Croatia and will be made available in Austria, Poland, Latvia, UAE, and Hungary starting in the second half of 2011.  Click here for full release.
CEMEXSo far, the CEMEX "global" brand appears to be available only in parts of Europe and Southwest Asia. But the vision is impressive:
  • While cements are branded, I am not aware of previous attempts to create branded ready mix concrete. (Cement is just one ingredient in concrete.)
  • Further, there are still many strong local, independent ready mix producers serving an area with a radius of fifty miles from their batch plants. But the industry is in the midst of a massive roll-up.
This new initiative is another indication of the growing globalization of construction markets.

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About Chusid Associates

Chusid Associates is North America's leading building product marketing and architectural technology consultant. If you have questions or would like to schedule your free introductory consultation, please contact us for more information.

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