Wilsonart makes more than a thousand surface designs.
So does everyone else.
Laminate, quartz, solid surface, compact. The range is enormous. But decorative surfaces is the category the substitution clause was invented for, and two words on a spec hand the decision to whoever is cheapest: or similar.
Diagnosis
A "comparable" product swap isn’t just about price, it’s about convenience. When every surface brand shows the same swatches, the same rendered photography, and uses the same talking points in the brochure, a specifier can't tell you apart. So the spec stays open, unless you can create sense of conviction in the architect and contractor.
Treatment
Instead of another swatch book, we let their customer make the case. PBK Architects designs for higher education and is known for service, not surfaces. The short film follows Joaquin Abrego, Principal and Interior Designer, emphasizing is love of art and color. Coupled with the firm’s love of Wilsonart’s customer service, now it’s easy to see why there’s no need to look for comparable products.
Results
- A story that goes beyond their competitors tell.
- Real footage from real projects.
- Massive value added to a key client (PBK).
You could be a Category Leader too.
It’s time to start dominating the competition.