ParexUSA, an innovator and manufacturer of Exterior Insulation Finish Systems (EIFS) and Stucco Solutions, put their $300,000 marketing account into review for the expressed purpose of: (1) Establishing a long-term brand strategy, (2) Elevating the Parex brand to a higher level, and (3) Positioning LaHabra as the stucco leader.
Historically, the company promoted its products under the theme, “Envision . . . any shape, any color, any texture.” The problem with this positioning is it’s a generic product claim that any competitor can make. It’s not unique or differentiating. It’s product-centric, not brand-centric.
The fact is, better “brands” always win in the marketplace, better “products” seldom do.
Consider this, would you rather have a $75,000 Hyundai Equus or a $75,000 Mercedes Benz? Both are terrific products. But, imagine coming home and announcing, “Honey, I just got you a $75,000 Hyundai.” How do you think that would go over?
That’s the difference between having a better product and a better brand.
How about hamburgers? Research shows Burger King has a better burger than McDonald’s . . . it doesn’t matter, McDonald’s has a better brand. How about coffee? Consumer Reports says McDonald’s has better coffee than Starbucks. It doesn’t matter, Starbucks has a better brand. What about cola? All consumer taste tests show Pepsi has a better product. It doesn’t matter, Coke has a better brand.
Better “brands” always win in the marketplace, better “products” seldom do.
Market research showed ParexUSA had a long history of developing state-of-the-art technologies and innovations to be leveraged. None of the competitors had the same track record – not even close.
Based on this, and other critical insights, a new brand position was born, “Build Better With Science.” Now ParexUSA can build a better brand.