It may seem like a small thing to see a contractor wearing a shirt from a building product company. I see it as a very important way for companies to reinforce the value of their brand.
Contractors used to be proud to be associated with a manufacturers brand. Being linked to a bigger brand improved the standing and credibility of the contractor. The contractor played a supporting role to manufacturers brand.
Manufacturers stopped supporting contractors with branding either to cut costs or to reduce their potential legal liability. The result is that the contractor’s brand has become more important than the manufacturers. This is not good for manufacturers as the contractor is not as loyal and can switch from brand to brand whenever they want.
I was walking down the street in Boulder and was reminded of how many companies don’t use their brands effectively when I saw these painters. I don’t know if Sherwin Williams makes a concerted effort to link contractors with their brand or not, but I’m going to give them credit and call them Smart!
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