R R 11 By promoting a relevant brand promise, the entire ParexUSA family will be more successful This is a good brand promise • It has both emotional and rational appeal • It supports two of the three brand pillars: state‐of‐the‐art technology and innovation The problem is . . . it’s invisible • Rather than promoting the “brand promise”, the Company is promoting generic, parity product attributes: “Any shape. Any color. Any texture.” This is the wrong strategy 11 “As ParexUSA moves into the future the focus will be on state‐of‐the‐art technology, innovation, and unsurpassed customer service.” – Rodrigo Lacerda President and CEO “If you can envision it, ParexUSA can bring it to life.” What’s a ParexUSA ParexUSA brand promise