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.

The room divides.

After 90 minutes of heated debate (Arthur had to stop James from throwing an eraser), three distinct initiatives emerge: 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

Mara erases part of the whiteboard and draws two columns: vs. Life Mode . But when those same engineers go home to