R R This new high‐level approach is an evolution of the Envision campaign 26  Brand building should revolve around a single, aspirational “brand” promise, not “product” attribute  A relevant, unique, and defensible brand promise will lift all brands simultaneously  Proposed key messaging will focus on how ParexUSA “science” makes • The product stronger • More durable • More colorfast • Easier to work with • And many other benefits ParexUSA LaHabra Parex Merkrete Build Better with Science. ™