How do you shape a new standard for your market?
You could easily call Sigma Coatings a titan in the paints market. The company has been supplying top-quality and high-grade paints to professional painters since the 18th century. Yet Sigma Coatings still faces strong competition. It’s not uncommon, for instance, to offer large discounts to the market for professional paints. Sigma Coatings wants to distinguish itself in an unusual way. However, this leading company is often being copied. Together with Six Fingers, Sigma Coatings therefore developed a new concept. One that is distinct and defensible. And completely innovative for Sigma Coatings itself: instead of B2B, the comp-any is now concentrating for the first time on B2C.