Long, long ago (actually, about 20 years ago), in a faraway land (actually, the U.S. and Canada), when designers, painting contractors, and DIY’ers thought about paint, they conjured up images of Sherwin Williams, Benjamin Moore, Bher and many others. The one brand that they were not yet aware of was C2 Paint. In fact, no one had heard of such a brand.
At the time, it was a common belief with the local inhabitants that if they hadn’t heard of something, then it must not exist. After all, seeing is believing, hearing is hearing, and well…you get the idea. So, they went about their merry way content to use whatever paint their father had used, or their painter preferred, without ever asking the question: “Is there something else, something better?”
Then, out of nowhere, a faint sound could be heard. It started out as a whisper amongst a few independent paint dealers, barely audible, and then slowly but surely it began to gain volume until one day its name could be heard in select locations across the land. That name was C2 Paint.
The local townsfolk fortunate enough to have a C2 dealer close by could scarcely believe their eyes or contain their elation. It wasn’t long before tales of giant paint chips made from real paint (UPC’s), and a palette of 496 of the most beautiful colors ever created, traveled across the land. Interior designers flocked to these locations to see for themselves what all the talk was about. They were instantly mesmerized by the undeniable beauty of the color, and their painters told unbelievable stories about the coverage, hide, and user friendly application.
“C2 paints have the most glorious colors that have been edited down to rich, saturated hues that I use often. The fan deck sits on my desk and is a constant inspiration.”
– Katie Ridder of Katie Ridder Design & Decoration
“C2 paint let’s you dream in color… For me, it is all about the clarity of the C2 palette. Their paint colors are uniquely suited to my design work. I choose colors that are clean and crisp and happy. C2 provides so many inspiring colors.” – Tony Baratta of Anthony Baratta
As time passed, these pioneering C2 dealers began to establish the brand in their marketplace, and found that they were able to change the way people thought about paint, and color. They began to open the eyes of the local paint consumers and were delighted with what they found—people were happy! Yes, despite the firmly held belief that these folks would only be content using the same brands that had been passed down to them by their forbearers, they found that their customers were as excited as they were about the amazing attributes of this paint brand: full spectrum color, a curated color palette, and a dealer owned business model.
Naturally, these dealers were full of enthusiasm for their new accomplishment. Not only did C2 Paint satisfy the demands of their existing customers, but they found themselves gaining new customers they didn’t know existed. In an effort to share the good news they embarked across the land to help other independent paint retailers enjoy the same success that they had achieved in their own businesses.
Not surprisingly, they were often times met with skepticism. Many dealers complained that they and their customers had never heard of C2 Paint, therefore they wouldn’t be able to sell it. Undaunted, these successful C2 dealers continued to tell their story to any and all that would listen. Eventually some dealers began hearing about C2 Paint either from their customers or from other dealers in their area and were willing to take the leap of faith, excited to offer color that was second to none.
To their amazement, what they learned was that while they thought that C2 Paint was not well known at all, they came to find out was that it was simply not well known yet! You see, C2 Paint had actually become a well-known and respected paint brand in the marketplaces where dealers had the vision and fortitude to introduce it to their customers, and is currently expanding rapidly across the US and Canada.
Customers were now shopping at their stores as opposed to their competition because they brought something new, exciting, and superior to the marketplace. Customers were thrilled to be liberated from their old ways of looking at paint and color, and rewarded these dealers for their entrepreneurial spirit. After all, who wouldn’t love a paint brand with such innovative products, one-of-a-kind color tools, and a full spectrum palette that is unrivaled in the industry? The answer is simple…nobody!
A lot of times, people don’t know what they want until you show it to them.” Our job is to show it to them.”
– Steve Jobs
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