“Products are made in the factory, but brands are created in the mind.” – Walter Landor
Specified or Forgotten.
The state of marketing effectiveness in commercial and architectural lighting. What tariffs, AI, and channel consolidation are doing to the way this industry wins work through 2027. Ten bets and five field shifts to build next year’s plan around, starting now.
Built on institutional research, eleven executive contributions, and more than twenty-five hours of recorded field conversations.
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The market is telling you what kind of year 2027 is.
Architecture billings have contracted for 41 consecutive months. The consensus forecast holds nonresidential spending essentially flat through 2027. Tariffs moved every cost basis at once, and an AI layer is inserting itself between your brand and your buyer. Read plainly: no recovery arrives on schedule. 2027 is a positioning year, and the positions are being taken now, while most of the category is quiet.
The research is blunt about where lighting marketing fails.
Ehrenberg-Bass and the LinkedIn B2B Institute place 95 percent of your future buyers out of market at any given moment. Bain and Google studied more than 1,200 B2B buyers and found that eighty to ninety percent held a shortlist before doing a single minute of research, and roughly ninety percent bought from it. Most lighting marketing is aimed at the five percent whose minds are already made up. This report is about winning the other ninety-five.
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