No manufacturer wants to be seen as just a commodity.

Being lumped in with dozens of other products like yours is a race to the bottom, but building a brand that’s sought after and respected takes a strategic understanding of both your brand and your audience—not to mention perfect execution.

Today, we’re talking to a manufacturer who is in one of the most highly commoditized product categories in the industry but has managed to carve out a significant name and reputation for his company.

He shares what he’s done to move from a commodity to a prized product in the kitchen and bathroom industry and how he continues to stay on top of trends and in front of customers.