Wilkins Marketing Strategy: Session

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

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.” The problem is stark

The Wilkins Conundrum: Shifting from Stalwart to Staple But when those same engineers go home to

Wilkins Headquarters, 12th Floor Strategy Room, 8:00 AM

James leans forward. “So we dumb down the product?” “No,” Mara counters. “We reframe it. We stop selling strength . We start selling certainty .”

Mara erases part of the whiteboard and draws two columns: vs. Life Mode .