Branding And Window Tinting The Consumer Paradox
If you read closely between the lines (or frequently well out in the open) you will discover my personal battle with the "demons of branding."
My foundation was forged throughout my 33 years at 3M.
A great American company well known for innovation.
There was a culture at 3M and likely there still is.
It's borderline arrogance, but throughout the century and more of dynamic new to the world products, that pride, that can do attitude, was well deserved.
Window Film however was an entirely different story.
The initial growth of window film in the 1960's was followed by decades of stagnation and lost market share. This was more a result of bottom line pragmatism rather than deliberate neglect.
By the 1980's, 3M market share had entirely dissolved.
The new leaders were Martin Processing (later evolving into Courtaulds, CP Films and now Solutia .
Technology start-ups like Solar Gard (DTI) and FTI (Sun Gard) developed newer and cleaner methods for manufacturing window film.
Fast forward twenty to thirty years and nano-ceramic and spectrally selective films changed the performance expectations. They raised the bar by blocking infrared wavelengths without requiring a lowering of visible light.
When I joined 3M Window Film having been involved in various divisions one of my first observations was that we should simply get out of this business.
It didn't suit our culture and market share was too small.
I would hear objections about international market share or loss of employment but fundamentally the issue came down to branding.
We were well known and the Vista's , Llumar's, Solar Gard's of the world were not.
DuPont may make mylar polyester but they didn't opt to sell their own brand of film.
Celanese could create incredibly clear adhesives but they wouldn't put their name on a box of film.
Fuji, Sanyo, Panasonic and Mitsubuishi could dominate their markets but would not stick a toe into the world of window film.
The key success driver would be to sell the brand name and have at it.
Now this is old news for me.
I might as a key 3M competitor point out that it seems foolish for a 3M window film dealer to brag about "their ceramic" film being better than another companies when nothing about that film was 3M created.
That there are a handful of other window film companies re-boxing the exact same thing tends to argue against any uniqueness in that me too product..
Imagine my delight when a 3M dealer calls me for a wider window that needs a six foot width so they don't have to seam a window?
Sure Huper Optik has a patent. Yes; Huper Optik blocks more heat. Yes Huper Opti k comes in wider widths.
Yes; they'll joke; but the ceramic film they are selling is the "only ceramic worthy of their 3M name."
It makes my competitive core tingle when I face a 3M Window Film dealer representing a re-boxed dual reflective or security film placed in their boxes.
I can only smile when I read window film community boards or car forums where someone writes how great that 3M car tint is, when they can get the same stuff from the real manufacturer at a fraction of the price.
You see. . I do appreciate the power of branding. It's their strength when we do an analysis of our 3M competition.
It's not gimmickry like phony heat lamp BTU readings or nonsense about 97% IR rejection. Frankly that's one of their weaknesses.
Brand influence is certainly not what it was once, but it continues to remain a compelling influence on how we all make buying choices.
Just recently a new entry to the car film industry launched a re-boxed film. VIPER. We have heard of them. .right?
They make snazzy radar detectors and now are trying to market window tinting under their VIPER brand name. Does it matter that there is nothing unique about their re-boxed film? That the performance characteristics are middle of the road, at best?
Does an educated informed consumer care that there are superior performing and more durable films available like FormulaOne , LLumar or Huper Optik?
After a lifetime in business, after years throwing my 3M business card on that desk and telling you how we invented this stuff; I had an epiphany.
Advanced Film Solutions and Window Film USA offer the very best performing window films in the world.
We aren't shy about extolling the virtues and benefits of our Vista Film , LLumar, EnerLogic, FormulaOne or Huper Optik.
We understand that many consumers want low prices or get "a sales pitch" from our competition. I try to explain why our films are better value.
I can also sell you these films in the middle range to meet or beat my competitors price.
I can demonstrate to your satisfaction that our solutions are superior in all respects to our famous branded competition's offering.
If my 3M competition, or Viper for that matter, creates, innovates or simply acquires better value window films I'll be the very first to acknowledge that I will have a huge problem. Until then. . .
I firmly believe today's consumer wants the best value. They don't want baloney (like Windex destroys our film. but theirs is so much stronger!) or ancient history.
Consumers want clarity, on glass performance and documented confirmation that their selection is everything that we say it is.
Truly innovative new to the world films like EnerLogic that insulate your home throughout the entire year! 3M doesn't have a Low E film that can touch our warranty and effectiveness.
That's why I constantly mention the NFRC.
I have faith in the consumer's intelligence.
I have confidence that given facts, proof, visual comparisons and truth; we will win the day.
In over 4,000 homes and businesses since I left 3M in 2007, our faith has been restored and rewarded.
My foundation was forged throughout my 33 years at 3M.
A great American company well known for innovation.
There was a culture at 3M and likely there still is.
It's borderline arrogance, but throughout the century and more of dynamic new to the world products, that pride, that can do attitude, was well deserved.
Window Film however was an entirely different story.
The initial growth of window film in the 1960's was followed by decades of stagnation and lost market share. This was more a result of bottom line pragmatism rather than deliberate neglect.
By the 1980's, 3M market share had entirely dissolved.
The new leaders were Martin Processing (later evolving into Courtaulds, CP Films and now Solutia .
Technology start-ups like Solar Gard (DTI) and FTI (Sun Gard) developed newer and cleaner methods for manufacturing window film.
Fast forward twenty to thirty years and nano-ceramic and spectrally selective films changed the performance expectations. They raised the bar by blocking infrared wavelengths without requiring a lowering of visible light.
When I joined 3M Window Film having been involved in various divisions one of my first observations was that we should simply get out of this business.
It didn't suit our culture and market share was too small.
I would hear objections about international market share or loss of employment but fundamentally the issue came down to branding.
We were well known and the Vista's , Llumar's, Solar Gard's of the world were not.
DuPont may make mylar polyester but they didn't opt to sell their own brand of film.
Celanese could create incredibly clear adhesives but they wouldn't put their name on a box of film.
Fuji, Sanyo, Panasonic and Mitsubuishi could dominate their markets but would not stick a toe into the world of window film.
The key success driver would be to sell the brand name and have at it.
Now this is old news for me.
I might as a key 3M competitor point out that it seems foolish for a 3M window film dealer to brag about "their ceramic" film being better than another companies when nothing about that film was 3M created.
That there are a handful of other window film companies re-boxing the exact same thing tends to argue against any uniqueness in that me too product..
Imagine my delight when a 3M dealer calls me for a wider window that needs a six foot width so they don't have to seam a window?
Sure Huper Optik has a patent. Yes; Huper Optik blocks more heat. Yes Huper Opti k comes in wider widths.
Yes; they'll joke; but the ceramic film they are selling is the "only ceramic worthy of their 3M name."
It makes my competitive core tingle when I face a 3M Window Film dealer representing a re-boxed dual reflective or security film placed in their boxes.
I can only smile when I read window film community boards or car forums where someone writes how great that 3M car tint is, when they can get the same stuff from the real manufacturer at a fraction of the price.
You see. . I do appreciate the power of branding. It's their strength when we do an analysis of our 3M competition.
It's not gimmickry like phony heat lamp BTU readings or nonsense about 97% IR rejection. Frankly that's one of their weaknesses.
Brand influence is certainly not what it was once, but it continues to remain a compelling influence on how we all make buying choices.
Just recently a new entry to the car film industry launched a re-boxed film. VIPER. We have heard of them. .right?
They make snazzy radar detectors and now are trying to market window tinting under their VIPER brand name. Does it matter that there is nothing unique about their re-boxed film? That the performance characteristics are middle of the road, at best?
Does an educated informed consumer care that there are superior performing and more durable films available like FormulaOne , LLumar or Huper Optik?
That's up to you to answer!
Here's my unvarnished, not politically correct challenge:
After a lifetime in business, after years throwing my 3M business card on that desk and telling you how we invented this stuff; I had an epiphany.
Advanced Film Solutions and Window Film USA offer the very best performing window films in the world.
We aren't shy about extolling the virtues and benefits of our Vista Film , LLumar, EnerLogic, FormulaOne or Huper Optik.
We understand that many consumers want low prices or get "a sales pitch" from our competition. I try to explain why our films are better value.
I can also sell you these films in the middle range to meet or beat my competitors price.
I can demonstrate to your satisfaction that our solutions are superior in all respects to our famous branded competition's offering.
If my 3M competition, or Viper for that matter, creates, innovates or simply acquires better value window films I'll be the very first to acknowledge that I will have a huge problem. Until then. . .
Here's the real deal:
I firmly believe today's consumer wants the best value. They don't want baloney (like Windex destroys our film. but theirs is so much stronger!) or ancient history.
Why it isn't even close!
That's why I constantly mention the NFRC.
That's why I wrote that article!
I have faith in the consumer's intelligence.
I have confidence that given facts, proof, visual comparisons and truth; we will win the day.
Posted by Mike Feldman at 1/31/2011 5:28 AM 
Categories: Energy Savings Window Tinting 2012, FormulaOne LLumar Car Tinting, Orlando window film window tinting, LLumar 2012, Windowfilmusa.com, Car Tinting Tampa-St. Pete-Clearwater-Pasco, Glass Protection Security Glazing, Sarasota Bradenton Window Tinting, Ceramic Film Versus Prestige, Huper Optik, EnerLogic Low E All Season Film, Vista
Tags: advanced film solutions formulaone car tinting window tint window tinting llumar Branding and Window Tinting 3M window film comparison Vista Film Florida Tampa Bradenton Sarasota orlando Clearwater window tinting Huper Optik Ceramic vs 3M ceramic
Categories: Energy Savings Window Tinting 2012, FormulaOne LLumar Car Tinting, Orlando window film window tinting, LLumar 2012, Windowfilmusa.com, Car Tinting Tampa-St. Pete-Clearwater-Pasco, Glass Protection Security Glazing, Sarasota Bradenton Window Tinting, Ceramic Film Versus Prestige, Huper Optik, EnerLogic Low E All Season Film, Vista
Tags: advanced film solutions formulaone car tinting window tint window tinting llumar Branding and Window Tinting 3M window film comparison Vista Film Florida Tampa Bradenton Sarasota orlando Clearwater window tinting Huper Optik Ceramic vs 3M ceramic
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