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Friday, 20 September 2019
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Markets & companies

July issue of European Coatings JOURNAL is out: Clarifying buzzwords

Friday, 4 July 2014

Our world is full of buzzwords. Especially, if speaking about products and their performance features, marketing experts employ a multitude of enticing and colourful expressions. Some of them illustrate in a very tangible and precise way, why we should not forgo the opportunity to acquire the respective product. Others stay very vague and hazy about the added-value of their offer.

Miriam von Bardeleben

Miriam von Bardeleben

Looking at coatings systems and their properties, there is a number of buzzwords which are particularly descriptive of what is to be expected of the coating. Whether it is said to be glossy, soft-feel, anti-graffiti or self-healing, everyone knows what performance features will be delivered. But in some instances, only a general buzzword like "functional" is mentioned – although as a matter of fact every coating has to provide a variety of functions anyway! All in all, this general buzzword definitely needs clarification, as Dr Joachim Woltering, BASF Coatings GmbH, demands on page 20.

Clarification on the topic of scratch resistant clearcoats will definitely be provided by Tobias Unkelhäußer, Evonik Industries, during a free web-based presentation on 22 July 2014,
15.00 CET at www.european-coatings.com/live

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