“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.”
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 factory guys aren’t on TikTok