Rob Frankel - Branding Expert

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Re-branding and re-vitalizing: Sundek Systems

Concrete coatings is about as low-tech as you get. Sundek invented the category and has been its leader for decades. But 30 years into the business, Sundek listened hard when we told them that being the category inventor wasn't enough anymore. Low-priced competition was cutting into their market share.

Moving Sundek off price point was the key. And that meant moving Sundek into a premium position by offering more than just product. They also offered premium service to both their distributors and end-using consumers by stating, "We worship the ground your walk on."

Today, Sundek is known for its product and service, unmatched by their competitors and appreciated by their customers.

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