Cultured Stone by Boral Brand Positioning

Next Campaign
Positioning a Brand Leader.

The Outcome

After its acquisition by Boral, Cultured Stone needed to regain market share and rebuild brand equity with a new image that builds on contributions from the people who have been ambassadors for decades. 

The Cultured Stone team truly believes in the value of its product. It’s that attitude that makes them “masters” in the industry and separates them from their competition. Function: focused on the culture behind Cultured Stone, taking a micro view of the product details and the people that make the company great. We built a campaign of advertising, sales tools, distributor tools, sample boards, and a dynamic public relations program.

One out-of-the-box tactic we implemented was a podcast to address thermal performance and other benefits of continuous insulation for builders. The short, informational podcast was designed to educate the company's target audience about preventing energy loss, share best practices, and increase awareness about Boral’s first of it’s kind technical evaluation report. The underlying message: Cultured Stone over continuous insulation is changing the game.

  • Multifaceted advertising campaign 
  • Sales tools 
  • PR strategy