Wilkins Marketing Strategy Session !!top!! May 2026

“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 Wilkins Conundrum: Shifting from Stalwart to Staple

“The factory guys aren’t on TikTok. But the Gen Z plumbers and the DIY renovators are . They don’t want ‘tough.’ They want ‘smart.’ They want a brand that doesn’t waste their time. The current packaging looks like a legal document.” wilkins marketing strategy session

The room divides.

“Here is the strategy: Vertical Brand Utility. We do not rebrand. We reposition .” “Our value is zero failure rate

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.”

Mara erases part of the whiteboard and draws two columns: vs. Life Mode . If we put a cartoon lizard on the

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