R R 14 What’s a Parex? • Website: “Exterior Insulation Finishing Systems (EIFS)” – A generic descriptor • Campaign communication: “Envision . . . Any shape. Any color. Any texture.” A parity product descriptor • Google: “A leading EIFS and coatings manufacturer, who entered the industry in 1986 with a complete line of EIFS products and a focus on innovation, quality and . . .” – A parity/generic description most competitors are using What’s a LaHabra? • Website: “Stucco Solutions” – A generic descriptor • Campaign communication: “Envision . . . Any shape. Any color. Any texture.” A parity product descriptor • Google: “LaHabra Stucco Solutions, the leading manufacturer of exterior stucco and Exterior Insulation Finish Systems (EIFS) products, has been the leading . . .” – A parity/generic description most competitors are using Key observations of reality vs. perception vs. parity 14