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 room divides.
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