COVER STORY | ADVERTORIAL
PITCH BLACK
WHY QUALITY ALWAYS SHINES THROUGH
U.S. Seal proves creating great
products is always the best
marketing strategy
Pitch Black® on Glen
Canyon Recreation Area
P
itch Black’s Brand Strategy is
Rooted in Marketing Theory.
When we first made Pitch Black
asphalt emulsion sealcoat, so many
years ago, we never thought to make a
cheap, low-grade sealcoat. We always set
the bar high. We were contractors. In
fact, the Archie family has been in the asphalt
business since 1946. We understood
the demand for a high-quality
product and met it. But little did we
know we were basing our business on a
core competency -- a competitive advantage
that would take us through the highs
and lows of an ever-changing economy.
Sealcoat manufacturers and contractors
should have a comprehensive marketing
strategy if they want to weather any
storm. The secret of Pitch Black’s success
is about creating core competencies.
What are Core Competencies? Things
such as quality, industry experience and
customer service can help differentiate
a company from its competitors. These
qualities are not easily copied and yield
competitive advantage (If you haven’t
read about marketing greats like Philip
Kotler, now’s the time). At U.S. Seal
International, Inc., everything we do is
strategic and steeped in research, including
our precise Pitch Black formula, the
The Archie family’s sealcoat
history started in 1946 and
spans four generations.
www.callape.com [6]
1.800.210.5923