3M is an innovative company that employs over 75,000 people worldwide and produces over 50,000 products. It promotes a culture of innovation through programs like allowing employees to spend 15% of their time on personal projects. 3M has a diverse brand portfolio across business segments and uses an endorsing brand strategy with its corporate brand to provide flexibility. The company works closely with customers to identify new opportunities and maintains a strong corporate identity focused on innovation, practical solutions, and fulfilling its commitments.
CASE STUDY: SAMSUNG
Μιχάλης Μόσχος, Marketing Director, Samsung Electronics Hellas
Παρουσίαση που πραγματοποιήθηκε στο πλαίσιο του Ethos Sustainability Forum & Awards 2015
3M: Centralization across the enterprise, presented by Amber Campeau and Suzy...SocialMedia.org
In their SocialMedia.org Member Meeting case study presentation, 3M’s Amber Campeau and Suzy Langlois explain how they leveraged data to centralize social media across the enterprise.
They discuss the re-architecture step by step from being decentralized with no governance, to becoming centralized with a focus on content.
CASE STUDY: SAMSUNG
Μιχάλης Μόσχος, Marketing Director, Samsung Electronics Hellas
Παρουσίαση που πραγματοποιήθηκε στο πλαίσιο του Ethos Sustainability Forum & Awards 2015
3M: Centralization across the enterprise, presented by Amber Campeau and Suzy...SocialMedia.org
In their SocialMedia.org Member Meeting case study presentation, 3M’s Amber Campeau and Suzy Langlois explain how they leveraged data to centralize social media across the enterprise.
They discuss the re-architecture step by step from being decentralized with no governance, to becoming centralized with a focus on content.
-- Created using PowToon -- Free sign up at http://www.powtoon.com/ -- Create animated videos and animated presentations for free. PowToon is a free tool that allows you to develop cool animated clips and animated presentations for your website, office meeting, sales pitch, nonprofit fundraiser, product launch, video resume, or anything else you could use an animated explainer video. PowToon's animation templates help you create animated presentations and animated explainer videos from scratch. Anyone can produce awesome animations quickly with PowToon, without the cost or hassle other professional animation services require.
-- Created using PowToon -- Free sign up at http://www.powtoon.com/ -- Create animated videos and animated presentations for free. PowToon is a free tool that allows you to develop cool animated clips and animated presentations for your website, office meeting, sales pitch, nonprofit fundraiser, product launch, video resume, or anything else you could use an animated explainer video. PowToon's animation templates help you create animated presentations and animated explainer videos from scratch. Anyone can produce awesome animations quickly with PowToon, without the cost or hassle other professional animation services require.
Understanding strategy in innovation and technology oriented businessDurgarao Gundu
It is study of 3M strategy analysis. Its mission, vision, values, swot analysis, Porter’s Five forces Model, Core-Competency, Value chain analysis, Business level strategies.
The document contains;
1. (5) findings of 3M innovation.
2. The 3M culture with its elements discussed.
3. Relation between culture and innovation.
4. Bibliographic research.
5. Lessons learned
Brand White Paper: The Case For ConsolidationBrian Creath
As many business-to-business marketing organizations seek a stronger focus on solution selling (the ability to have single points of customer contact who can provide solutions from every product and service an organization houses), corporate brand-driven architectures become even more attractive. Our white paper explains why.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
3. About the Company
Minnesota Mining and Manufacturing Company, headquartered in Minnesota
Employs more than 75,000 people worldwide, produces more than 50,000 products
Regularly ranks among top 10 U.S. companies each year in patents received
With around $30 bn in sales, 3M budgets roughly 5-6% of sales to R&D activities
Culture of innovation promoted by a corporate environment that facilitates new discoveries
4. 3M Range of products
Post-it Notes
Adhesives
Contact lenses
Tapes
Optical filmsIndustrial Abrasives
5. History of Innovation
3M was
founded
First sandpaper
sale was made
Waterproof
sandpaper-
world’s first
water resistant
coated abrasive
patented &
introduced
Scotch
cellophane first
introduced
Scotchgard
fabric &
upholstery
protector
introduced
First metered
dose asthma
inhaler
introduced
LED illuminated
projection
engine for
integration in
personal
devices
introduced
Cubitron II
industrial
abrasives were
introduced
World’s largest
aperture
trough for
concentrated
solar power
was unveiled
1902
1906
1921
1930
1956
1995
2008
2012
2010
6. What makes 3M so innovative?
3M’s “15 percent time” allows the staff to spend 15% of their time working on projects of personal interest to explore new
ideas
3M encourages everyone, not just engineers, to become “product champions”. A culture of healthy competition among
highly motivated peers helps the company innovate and create
Promising new ideas are assigned to a multidisciplinary venture team headed by “executive champions”. Venture teams
whose new products earn more than $2 mn in U.S. sales or $4 mn in worldwide sales within three years of commercial
introduction are awarded
3M expects some failures and uses them as opportunities to learn how to make products that work. Further, a dual ladder
approach allows senior, technically inclined individuals with attractive career opportunities to advance, without having to
switch to management
7. 3M: One strong brand, complemented by
many strategic brands
One of the best 100 global brands by strategic brand
consultancy, Interbrand in 2012
Market leading strategic brands
Strategic brands play an important role in strengthening the
3M brand allowing the company to deliver tangible results
that enable customer success
8. Branding strategy or Brand architecture
Branding strategy for a firm reflects the number and nature of common brand elements applied to different
products sold by the firm
Brand architecture improves brand awareness, customer understanding and communicates similarity and
differences between individual products
Brand architecture also enhances the brand image by maximizing transfer of equity to/from the brand to individual
products, thus improving trial and repeat purchase
9. 3M Brand architecture strategy
Articulate Brand vision:
3M Technology Advancing every company
3M products enhancing every home
3M innovation improving every life
Define Brand boundary:
3M has limited its operations in the
industrial, healthcare, consumer, electrical,
safety and cleaning segments. These
segments are in alignment 3M’s vision &
positioning, appealing to a sizeable market
Brand positioning:
3M has positioned itself as a product
leader. It strives to have consistently better
products than its competitors through its
innovative approaches.
Step 1- Define brand potential
Step 2- Identify brand extension
opportunities
Step 3- Brand new products and
servicesThrough its consistent innovation, 3M has
managed to achieve brand extension in
most of its business segments. Some of the
extension opportunities 3M has capitalised
upon are:
a. Traffic safety products
b. Advanced healthcare products
c. Cubitron II abrasives
d. Authentication products
e. ESPE LAVA
f. ACCR
Though 3M spends around $1.8 billion a
year on research and development and
employs 8,500 researchers in its labs world-
wide, it is known to the public mainly for a
few household and office products
including Scotch tape and Post-it Notes.
3M’s higher-tech materials, including films
used to brighten the screens of
smartphones, often are hidden inside other
company’s products.
To make sure that it is a science-based
company, 3M recently introduced a new
tagline : “3M Science. Applied to Life.”
11. 3M: Endorsing brand strategy
Brand hierarchy for an endorsing brand
Brand endorsement can be graphic (placing the
emblem of the endorser next to the brand name)
Endorsing brand allows greater freedom of
movement; profits less from its products
Endorsing brand strategies is one of the least
expensive ways of giving substance to a company’s
name
12. Brand-Product Matrix
A Brand-Product matrix must define:
Product-Brand relationships (columns)
• Brand portfolio
Brand-product relationships (rows)
• Line & category extensions
Products
Brands B
C
A
321
13. Designing a Brand portfolio
• The number and nature of different brands marketed in the product class sold by
a firm is referred to as brand portfolio
• The reason for creating a brand portfolio is to pursue different market segments,
different channels of distribution, or different geographic boundaries
• The objectives while creating a brand portfolio should be to maximize market
coverage and to minimize brand overlaps
14. 3M Brand Portfolio
Through its focus in these segments, 3M
has taken concrete steps to ensure
a. Maximization of its market coverage
so that no potential customers are
being ignored
b. Minimization of brand overlap so that
brands aren’t competing amongst
themselves to gain same customer’s
approval
15. Brand roles in the portfolio
High-end prestige brands
Low-end entry level
Cash cows
Flankers
3M CORE Brands
16. Corporate Branding at 3M
Corporate Image Dimensions
Common product attributes, benefits or attitudes
• High quality corporate image association
• Innovative corporate image association
People and relationships
• Customer-focused corporate image association
Values and programs
• Socially responsible corporate image association
• Environmentally concerned corporate image association
Practices at 3M
Innovative corporate image association- Strong emphasis
on a culture of innovation, facilitation of new discoveries
and brainstorming sessions
Customer-focused corporate image association- Focus to
provide best customer solutions and become product leader
Environmentally-concerned corporate image association-
Commitment to sustainable development through a
proactive approach to environmental protection
Corporate credibility
• Expertise
• Trustworthiness
• Likability
3M delivers on all three parameters
17. e
Corporate Brand Equity
• It occurs when relevant constituents hold strong, favourable and unique associations about the corporate
brand in memory
• Encompasses a much wider range of associations than a product brand
18. Objectives of Corporate Brand Campaign
Possible objectives
Build awareness of the company & the nature of its business
Create favourable attributes & perceptions of company credibility
Link beliefs that can be leveraged by product-specific marketing
Make a favourable impression on the financing community
Motivate current employees and attract potential recruits
Influence public opinion on issues
19. 3M’s Corporate Brand Campaign
Corporate key messages
3M is a diversified technology company
3M applies innovation systematically to anticipate & respond to customer needs
Practical & ingenious solutions are a strong part of 3M’s legacy
3M is a global company with local presence throughout the world
3M consistently fulfils its commitment to investors, customers, employees & communities
3M fosters a culture of leadership at all levels
3M can be trusted to do the right thing
20. Summary
3M has a creative corporate culture that promotes innovation
One of 3M’s major strengths is that it works closely with customers to find new opportunities and trends in the market
The company operates across five major business segments that maximize customer coverage and minimize brand
overlap
3M follows an endorsing brand strategy that allows greater freedom of movement
Through its corporate key messages, 3M aims to build a strong corporate identity
21. These slides have been created as part of an individual assignment during the PGP
Brand Management cuurse taught by Prof. Sameer Mathur at IIM Lucknow.