R R 18 Based on key competitors’ positioning lines and descriptions, there’s a gap and opportunity KEY OBSERVATION: • Not one company is positioning itself as the “performance” leader, or “innovator”, or “state‐of‐ the‐art”, or “technology” leader – this leaves a gap and opportunity • BASF – “The Chemical Company” • Dryvit – “Energy Efficient Exteriors Since 1969” • Parex – “Any shape. Any color. Any texture.” • Senergy (A BASF Co.) – No tag • Sto – “Building with conscience”