The problem is stark. Wilkins, a 90-year-old manufacturer of industrial adhesives and sealants, is the undisputed king of the B2B factory floor. Engineers trust Wilkins. But when those same engineers go home to fix a leaky pipe or build a birdhouse, they reach for a competitor’s duct tape or superglue. Wilkins is the workhorse, not the show pony. The mandate for the session is brutal: Make Wilkins matter to the consumer without losing the industrial fortress.
“Here is the strategy: Vertical Brand Utility. We do not rebrand. We reposition .” wilkins marketing strategy session
“Our value is zero failure rate. A roof tile stuck with Wilkins stays stuck. That’s boring, but true. If we put a cartoon lizard on the package, the factory guys will think we’ve gone soft.” The problem is stark
Mara erases part of the whiteboard and draws two columns: vs. Life Mode . But when those same engineers go home to
The smell of stale coffee and fresh marker ink hangs in the air. On the whiteboard, a single phrase is circled in red: “Wilkins: Trusted. But not chosen.”