Product Naming - Preliminary June 23, 2010

1. Product Naming - Preliminary June 23, 2010

2. Product Naming Key Touch Points Product Benefits: • Superior Durability • Impact Resistance • Realistic Texture • Life Long Vibrancy • Warranty Consumer Demand • Long Lasting • Home Enhancement • Selection • Low Maintenance Mandatories: • Tell a Story • Resonate Toughness

3. Variform Products Word Cloud • Word Cloud generated from all copy on the Variform website - siding category. Larger words indicate higher usage. [Word: “Siding” and “Home” omitted] : Observation – Much energy spent on selling aesthetics as a benefit.

4. Competing Products Word Cloud • Word cloud generated from each recognized competing products online descriptions[word “siding” omitted] • Observation: Pretty equally balanced between aesthetics and benefits

5. Siding Brands Observed Alside Norandex Royal Vytek Heartland Gentek Revere Napco Crane Certainteed Mastic

6. Word Pool Built On Toughness Bond Brawn Mighty Sturdy Resilient Rigid Rugged Seasoned Hefty • Solid • Stiff • Stout • Tight • Fierce • Firm • Enduring • Conditioned • Permanent Resistant Fortified Secure Bolted Riveted Indestructible Shatter Proof Everlasting Immortal Lifelong Anchored Reinforced Heavy Duty Well Built Dependable

7. Word Pool Built On Defense Shield Armor Centurion Defender Dreadnought Valiant Fortify Allies Guard Protect Safeguard Citadel Palisade Fortress Rampart Bastion Stronghold Security Defense Barrier Vanguard

8. Word Pool Built On Best and Descriptors Crown Vertex Meridian Confirmed Sure Proof Paramount Transcendent Summit Advantage Extreme Assurance Elite Select Extreme Guard Choice Durable Frontier Optimum Clad Superior Maximum

9. Word Pool Built On Meteorology and Metals Vortex Typhoon Gale Jet Stream Cyclone Divergence Weather Katabatic Surge Vorticity Zonal Shear Wind Whirl Climate Element Season Zephyr Gust Squall Tempest Velocity Prevail Geostrophic Force Clad Carbon Steel Tungton Alloy 1090 Element Titanium Chromium Emory Plate Vein

10. Word Pool Built On Foreign Language Duro – Italian – Tough Sterkur – Icelandic – Tough Eros – Hungarian – Strong Forte – Italian – Strong Durevole – Italian - Durable

11. New .046 Vinyl Siding Product Name Recommendations

12. Name Recommendations [ In No Particular Order ] Varitex 046 Citadel PermaShield Centurion 100x WeatherWarrior EverlastElite DuroBond Vanguard Select Bastion Lifelong Vortex Extreme EnduroMax 1090 Valiant RhinoHide Element-22

13. Name Recommendations Preferred Varitex 046 PermaShield Vanguard Select Vortex Extreme EnduroMax 1090 RhinoHide Element-22

14. Name Recommendations Explained • Varitex 046 As Variform’s new top end product this offering merges company name with client preferred “Vortex” lending a technical, tough and scientific sound to the product name to resonate with consumers based on demand for a long lasting high performance product. This name also dove-tails nicely with the phase out of Varigrain Preferred. The inclusion of 046 in the name obviously calls out materials thickness which is a key selling point.

15. Name Recommendations Explained • RhinoHide RhinoHide by Variform is built to stand the test of time and endure mother-natures worst conditions. Unusual imaging and a reputation for one of the toughest creatures on earth leaves room for correlating an interesting story around the product. The RhinoHide name is extremely unusual for the category but oozes toughness and durability and might just cut through the clutter.

16. Name Recommendations Explained • Element-22 A clever way to say tough, sleek, and refined all at the same time while leveraging the familiar vibe associated to the word “Titanium” while standing out from the crowd. This name and imaging might play well along side of the CSL lines. 22 Ti

17. Name Recommendations Explained • EnduroMax 1090 • The 1090 references the hardest known metal alloy, and the hardest known metal in general, is a type of carbon steel, Alloy 1090 with a tensile strength of 122,000 psi and a yield strength of 67,000 psi. EnduroMax says this is the last time your going to have to think about buying siding for a long time.

18. Name Recommendations Explained • Vanguard Select • By definition, in military terms a Vanguard is the foremost division or the front part of an army; the advance guard. This rings through to the product as it is the first line of defense protecting your long term investments and family. Select says best of the best.

19. Name Recommendations Explained • WeatherWarrior • WeatherWarrior ultra durable siding by Variform never gives up. It’s one of the toughest grades available on the market. Puncture resistant and capable of withstanding hurricane force winds WeatherWarrior is guaranteed to battle valiantly against the harshest attacks launched by mother nature.

20. Name Recommendations Explained • Vortex Extreme • Taking a favored direction to a new level with the addition of “Extreme” communicates that the product is absoluteprofessional grade. While “vortex” resonates technically to the ear, it’s actually a defined as a whirling violent mass i.e. water, wind, or fire. This story might develop in one of two ways: • Visual illustrations of the testing rigors the product was subject to in order to guarantee extreme protection. Think Thompson Water Seal - Niagara Falls. • Closer examination and exploitation of the manufacturing process as a benefit. For instance, if the compounds used to create the siding are injected into the siding mold in a vortex type fashion, spin that part of the process as a product benefit if possible. Further research and feedback would be necessary to execute.

21. Next Steps