The Natural Stone Council conducted significant market research among consumers and the trade regarding their impressions of stone. The research found that while people have a strong emotional attraction to stone, they also have a number of misperceptions about durability, maintenance, hygiene, cost, and the wide availability of styles and colors. Research also revealed that these misperceptions may be worsening.
Branding Effort
Based on these findings and in response to their charter, the Natural Stone Council has invested a significant amount of resources to support a national branding effort. The campaign launched in 2007 and remains steady. This comprehensive Genuine Stone® multimedia campaign positions natural stone as a class of materials that uniquely enhances any building or landscaping project.
Fundraising
As you might imagine, this branding initiative has a price tag. In the short-term, the NSC relies on major investments from stone industry associations as well as generous donations from individual companies.
The Council is working to find a sustainable funding source, but until this infrastructure is in place all monetary needs will continue to come from donations.
Thank you for supporting the Natural Stone Council. Together well make Genuine Stone the mark of true authenticity.
