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 .”

The Wilkins Conundrum: Shifting from Stalwart to Staple

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

“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.”

He turns to face the room. “For 90 years, we’ve sold to engineers who read data sheets. For the next 90, we sell to human beings who are afraid of making a mistake. The strategy isn’t ‘make Wilkins cooler.’ It’s ‘make Wilkins easier to trust in a hurry.’”

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.”