Glen-Gery Corporation

Turning brick into a brand

Glen-Gery Corporation is the largest modeled brick manufacturer in the U.S., but that distinction couldn’t change the opinion among homebuyers and builders that bricks were just commodity products. Glen-Gery called in The Anderson Group to help the company transform brick into brand.

On the commercial side, The Anderson Group helped Glen-Gery develop a brand strategy that positioned brick as a means to an end—not brick, but brickwork. This renewed interest in using brick to make architectural “statements,” an interest that was encouraged in Glen-Gery Brickwork Design Centers and by a national image campaign, “Wherever there’s an outstanding design, Glen-Gery will surface.”

The residential side presented a different challenge. Although brick gave consumers the ability to personalize a home, its cost was difficult to justify. Education about brick’s return on investment was key. To help educate consumers, The Anderson Group developed a successful marketing campaign under the umbrella, “With Glen-Gery on the outside, you’ll feel better inside.”