“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. 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. wilkins marketing strategy session
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.” “Our value is zero failure rate