WearGuard - B-to-B with a Consumer Twist (2007 words)

Through this creative strategy, consultant Lois Boyle thinks WearGuard has very carefully differentiated itself among its competitors by not only selling a quality product but by carefully and strategically selling those differences in its creative elements. "They not only say they're the 'technical' experts but they tell and show the story. The creative presentation focuses on the product attributes that will motivate the end-user, presenting them with meaningful benefits."