Andgar Video

I am a subscriber to the author and marketing guru,Simon Sinek’s, dictum, “People don’t buy what you do; they buy why you do it.” People don’t make buying decisions by putting together Pro vs. Con spreadsheets. They buy because they feel understood; they buy because they share your values and dreams; they buy because you represent their worldview and how they see themselves.

I loved getting to shoot the company video for Andgar because the company culture is an extension of the two men who founded it. A brand only succeeds if it’s true to the owners, employees and customers. In this case, while both of the co-founders are camera shy by nature, their rural genuineness and earnestness oozes from every word and gesture. Now that might not be what you’re looking for in a metals construction company, but that’s OK. You can’t be all things to all people. Walmart doesn’t sell luxury, and Volvo doesn’t sell cars to people who primarily want to go fast. Andy and Gary know who they are, and they are comfortable owning the part of the market that’s interested in dedication, quality and relationships–and that reputation is what’s helped them grow from just the two of them to over 150 employees over the last 45 years.