Nu Look

our write-up in Qualified Remodeler Mag- azine. And they picked four of our top com- petitors in the market. And they said, ‘Try to find the ones that are you.’ And it was utterly shocking how similar they were; you couldn’t pick them out. Some of my competitors used the same stock images provided by the man- ufacturers on their websites; the ads were the exact same; even the colors were the same. It was like we all went to the same advertising agency and said, ‘We all want to look the ex- act same, and say the exact same, and do the exact same, and sell the exact same product.’ Now if you did the same thing with Coca-Cola and Pepsi - if you put the Coca-Cola ads on one side of the wall and all the Pepsi ads on the other side of the wall and you covered the logos do you think you’d be able to tell the difference between the two? And the an- swer is: ‘Absolutely!’ They have a brand.” “So, we learned that we had no brand,” Fin- gles continues. “Well, it exists, but we don’t know what it is, and we don’t know how to speak it. So we hired the company to figure out who we are and what we stand for. You’re not a window company; you’re not a siding company; it’s not that you’ve got a Better Business Bureau award; not that your’re 27th on the Qualified Remodeler; not that you buy one, get one free on vinyl windows; it’s none of that. But, what are you at your core? And NU LOOK HOME DESIGN AMERICA’S LARGEST WHOLESALE DISTRIBUTOR OF ROOFING · SIDING · WINDOWS · GUTTERS · & MORE ABC Supply Co., Inc. is the largest wholesale distributor of roofing in the U.S. and one of the nation’s largest distributors of siding, windows and other select exterior and interior building products, tools and supplies. Our success is the result of an unwavering focus on a simple guiding principle - treat all contractors with respect and give them the products and services they need to build their businesses. GETTING IT RIGHT THE FIRST TIME, EVERY TIME Over 700 locations to serve you! Visit us online to find the your nearest ABC Supply. WWW.ABCSUPPLY.COM then you end up with what’s called a ‘brand constitution,’ and you go back to a new cre- ative agency and that creative agency will now build an emotional message based off of that company. People, nowadays, in this mar- ket, purchase based on emotion not logic. It’s not just about the product; it’s an emotional experience.” “So, when the homeowner thinks of us as a company, we don’t want them to think of the products that we sell,” Fingles declares. “We don’t want them to think about how much those products are going to cost. What we want them to think about is the emotional experience that our messaging provides for them that cuts through the noise of my com- petition. So, it’s that representation of brand that we can use to separate ourselves from the pack.” Actually, Fingles admits that Nu-Look is not even about selling products, as much as it is about selling its services. “You can buy my product at Home Depot,” he says. “What we’re selling is service. It’s the same thing as going