News and Insights
Branching Out: Building Brand Value in Price-Sensitive Industries
August 15, 2025
Marketing in highly commoditized industries means standing out from the crowd—against all odds.
Commoditized sectors like timber manufacturing face unique marketing challenges. Products look alike. Margins are thin. And customers see price as the top differentiator.
How are smart brands turning parity into premium?
In this episode of the Affinity Podcast, FINN Partners’ Elliot King sits down with Chris King of Medite Smartply to discuss how innovative brand strategies help the timber-manufacturing powerhouse find its competitive advantage. In this commoditized sector, price is king but relationships are critical. Medite Smartply has built a a clear brand story that keeps it competitive across global markets.
Episode contents, at a glance
Know your value. Then say it louder.
- In an industry where price is king? Build a brand that makes consumers want to pay a premium.
- If you know your worth, your customers will too. Sustainability? Thought leadership? Innovation? It’s all about demonstrating value.
- Advice for businesses: Don’t wait for customers to figure out what you bring to the table. Show them. Invest in a digital marketing framework that prioritizes long-term brand storytelling.
Think strategically. Think globally. And, think quickly.
- In crowded markets and supply chains, it’s crucial to have a strategy in place that makes it easy to adapt to change.
- When you’re marketing across multiple countries, customer types, and distribution models, one-size-fits-all won’t cut it. Tailor your content to fit each audience.
- Be willing to pivot. Exploring new avenues like social media marketing could be a quick win that gives your brand a unique voice.
- Advice for businesses: Don’t let rigidity and annual planning define your brand — and, don’t be afraid to ask for help. An agency partner that’s aligned with your goals could be the key to building a brand that stays fresh, even in quickly changing markets.
About the guests on this episode
Chris King is Managing Director at Medite Smartply, where he leads teams to deliver sustainable growth and innovation. With over 30 years’ experience in the construction and building products sectors. Chris is a strategic, agile leader who thrives on transformation, continuous improvement and building trusted relationships with customers, stakeholders and colleagues.
A managing partner in FINN’s Global Integrated Marketing Division, Elliott King has spent nearly 30 years working in digital marketing in various agency and consultancy roles serving clients across EMEA. He works especially closely with three teams of digital specialists at FINN: SEO, Paid Media and Social Media.