NASHVILLE — GAF introduced an evolved brand positioning embodied in a new tagline for the company: GAF—We Protect What Matters Most. 

The company said this positioning reflects GAF's comprehensive commitment to contractors, building owners, homeowners and its communities, and will underscore GAF initiatives and communication moving forward, including at the company's booth (#1401) at IRE in Nashville through Feb. 13. 

To "protect what matters most" speaks to what drives GAF as a company, according to a company press release, and demonstrates GAF's deep understanding of its customers' priorities. This gives voice to the company's longstanding commitment to quality and connection with its customers.

"We are driven by a desire to protect what matters most for all our stakeholders at GAF. For contractors and distributors, what matters most is protecting their reputations and growing their businesses. For building owners, it's about protecting their investment and the critical operations happening inside. For homeowners, it's protecting their families and livelihoods," said Jim Schnepper, president, GAF.  "This shared sense of purpose has driven our success over the past 130 years, and guides us today as we continue to lead and deliver innovative solutions to the most pressing challenges facing the roofing industry."

Many of GAF's innovative solutions and training capabilities are on display at IRE 2019, including:

A comprehensive suite of digital tools for contractors, including sales tools that can help generate more leads and enhance their bottom line. Among the highlights will be the introduction of GAF SmartMoney, an all-in-one payments platform that allows contractors to image checks, accept credit cards and offer multiple financing options—providing valuable options to homeowners and improved close rates for contractors.

New innovations that protect a contractor's work and time. One solution being introduced at IRE is RoofShield I.S., a new two-part acrylic roof coating that dries within minutes of application and provides a higher build in a single pass — allowing crews to work more efficiently and save labor.

In the CARE Corner (booth #1301), experts from GAF's Center for the Advancement of Roofing Excellence (CARE) offer opportunities to learn and gain hands-on experience through demonstrations and product installations throughout the show. GAF's Education Center (booth #1315) offers presentations and talks with product and technical experts on hot topics ranging from coatings to energy efficient roof design, financing and more. All IRE attendees are invited to participate to help expand their capabilities and help grow their businesses.

Meet GAF's Community Partners

GAF said its focus on "protecting what matters most" includes an ongoing commitment to strengthening the communities where it operates by bringing together its time, talents and financial resources to work hand-in-hand with its employees, local leaders and non-profit organizations. The company's proactive community engagement effort focuses on powering the potential of these shared communities.

"For the places where GAF operates, protecting our communities is what matters most.  We're grateful to the communities we call home. Thankful for the neighborhoods, cities, parks, schools and other places that help give our work meaning," said Schnepper.  "We embrace our leadership role and are committed to helping our communities thrive."

GAF encourages show attendees to connect with like-minded contractors and other organizations at IRE looking to make an impact in their communities, including four of GAF's nonprofit partners: Team Rubicon, Habitat for Humanity, Good360, and Project for Public Spaces.