It's Tough. It's Powerful. It Increases Sales. It's The Powder Coated Tough Trademark. The Powder Coated Tough trademark, the "Mark," was developed by The Powder Coating Institute (PCI) in response to research of consumers and the industry. The research indicates that a product's finish is very important to consumers when making a purchase decision. Consumers want products that are durable, attractive, scratch-resistant, and long-lasting. And when they learn that a powder coated finish provides these attributes and more, this is the finish they want. The Powder Coated Tough Click here for a brief PowerPoint presentation on the Powder Coated Tough MARK