marketing | business development | market research
Bill Barrick

Rebranding ParexUSA

Rebranding ParexUSA.


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) Elevate the Parex brand to a higher level, and (3) Position LaHabra as the stucco leader.

Historically, the company promoted its products under the theme, “Envision . . . any shape, any color, any texture.” On the surface, this approach makes sense – until it’s put under the microscope. Then a new perspective takes place.

What’s wrong with promoting EIFS and stucco products using, “Envision . . . any shape, any color, any texture?” Simply this, it’s a generic product claim that any competitor can make. It’s not unique or differentiating. It’s product-centric and not brand-centric. The fact is, better “brands” always win in the marketplace, better “products” seldom do.

For example, 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?

And, that’s the difference between having a better product and a better brand.

How about a $65,000 VW Phaeton, by all accounts a great car, or a $65,000 Mercedes? “Honey, I just got you a $65,000 Volkswagen,” how would that go over?

How about hamburgers? Research shows Burger King has a better burger than McDonalds . . . it doesn’t matter, McDonalds has a better brand. How about coffee?  Consumer Reports says McDonalds 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.


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