Business Marketing Association Minnesota Chapter

3M is ranked 2nd in Interbrand’s first Best Global Green Brands 2011 study. But as the global marketplace becomes increasingly competitive, it’s more important than ever that companies like 3M learn how to nurture and promote the power of their corporate brands.  Glenn Carter and Anne McGuire led a discussion around how 3M is reinvigorating its brand through the following:

• Maintaining a sustained commitment to articulating their brand's unique strengths and capacity for innovation
• Focusing on increasing brand awareness and loyalty among new generations to help favorability influence business development and growth
• Helping employees embrace their roles as brand ambassadors to tell the stories of how we harness the chain reaction of new ideas to bring innovation to the world

Through these efforts, 3M ranks 2nd in Interbrand’s Best Global Green Brands 2011 study.

Following the session, attendees toured 3M's Innovation Center

 3MInnovation 3M Innovation 

@marieomann Thanks for coming to visit us this morning! #bmamn #innovation

 

DaveBrull Dave Brull 

@BMAMinnesota you are welcome cc: @NancyGregson @SkylineExhibits 

@BWBR @goeast @gtaylor57 @srylance 

@Celarity @bloisolson @Orange_PR #bmamn

 

3MInnovation 3M Innovation 

We were happy to host! @BMAMinnesota Big thanks again to@3MInnovation, Glenn Carter and Ann McGuire for hosting and speaking to the #bmamn!

 

BMAMinnesota BMAMinnesota 

Big thanks again to @3MInnovation, Glenn Carter and Ann McGuire for hosting and speaking to the #bmamn this morning!

 

BMAMinnesota BMAMinnesota 

Thanks for the #bmamn tweets @DaveBrull @NancyGregson@SkylineExhibits @BWBR @goeast @gtaylor57 @srylance@Celarity @bloisolson @Orange_PR !

 

SkylineExhibits skyline exhibits 

3M connects their print ads to youtube videos that tell innovation stories #BMAMN

 

SkylineExhibits skyline exhibits 

Glenn Carter: 3M uses Twitter to reach thought leaders about innovation #BMAMN

 

DaveBrull Dave Brull 

Integration is the key RT @NancyGregson We need a unified global approach to articulate greatness -Glenn Carter, 3M #bmamn #b2b #marketing

 

SkylineExhibits skyline exhibits 

Glenn Carter: 3M uses video to help tell their complex branding stories #BMAMN

 

NancyGregson Nancy Gregson 

"We need a unified global approach to articulate greatness" -Glenn Carter, 3M #bmamn #b2b #marketing

 

DaveBrull Dave Brull 

Seeing all the tweets about the #BMAMN Breakfast has me excited for the @BMAChicago breakfast tomorrow.

 

gtaylor57 Glenn Taylor 

RT @SkylineExhibits: Glenn Carter: Brand building is not a one-time event, but an ongoing, integrated priority #BMAMN

 

SkylineExhibits skyline exhibits 

Glenn Carter: Brand building is not a one-time event, but an ongoing, integrated priority #BMAMN

 

goeast Go East 

Using design to project the new 3M brand position: a new face for the brand. #bmamn

 

DaveBrull Dave Brull 

RT @goeast Putting 3M innovation stories front & center: online, events, partnerships, & media to communicate the values of brand. #bmamn

 

goeast Go East 

Putting 3M innovation stories front and center: online, events, partnerships, & media to communicate the values of the brand. #bmamn

 

SkylineExhibits skyline exhibits 

Glenn Carter: 3M is constantly telling stories to bring their innovative products to life #BMAMN

 

srylance Susan Rylance 

#bmamn. 3M is known for innovation and will focus on branding itself as innovative

 

SkylineExhibits skyline exhibits 

Glenn Carter: Instead of talking about 3M by numbers (employees, countries) now talk about brand personality (creative, confident)#BMAMN

 

SkylineExhibits skyline exhibits 

Glenn Carter: Want to tell 3M stories about how you are touching 3M innovation every day in many places without being aware of it#BMAMN

 

Interactive3M Kara Thornton | ???? 

#bmamn - in the international markets, leveraging social marketing will drive brand recognition for 3M

 

goeast Go East 

We have to get employees intimate with the new positioning. 3M roled out with global brand book. #bmamn

 

DaveBrull Dave Brull 

Well said & thanks for all the tweets RT @SkylineExhibits Glenn Carter: the brand opportunity is to capture customer curiosity #BMAMN

BMAMinnesota BMAMinnesota 

Harnessing the chain reaction of new ideas: 3M's brand essence. #BMAMN #b2b #marketing

 

SkylineExhibits skyline exhibits 

Glenn Carter: 3M brand essence: "Harnessing the chain reaction of new ideas" not a tagline, but for internal communication #BMAMN

 

Celarity Celarity 

Thanks for having us! Look forward to the tour @Interactive3M: #bmamn Proud to show off our 3M Innovation Center to the group. Welcome!

 

DaveBrull Dave Brull 

RT @SkylineExhibits: Glenn Carter: shift in buying from "sell to me" to "influence me and make an impression." #BMAMN"

 

goeast Go East 

3M: our innovation can help you differentiation. #bmamn

 

goeast Go East 

Moving from transaction to relationship. What are peers saying about 3M? How are the competitors talking about themselves? #bmamn

 

SkylineExhibits skyline exhibits 

Glenn Carter: the brand opportunity is to capture customer curiosity#BMAMN

 

DaveBrull Dave Brull 

Essence of experiencial marketing RT @BMAMinnesota The most powerful brands excel in both experience and story. #BMAMN #marketing #b2b

 

SkylineExhibits skyline exhibits 

Glenn Carter: shift in buying from "sell to me" to "influence me and make an impression." #BMAMN

 

 

BMAMinnesota BMAMinnesota 

The most powerful brands excel in both experience and story. #BMAMN #marketing #b2b

 

srylance Susan Rylance 

#bmamn 3M culture has made them successful- happy employees will just create brand awareness as they are excited about their work.

 

SkylineExhibits skyline exhibits 

Glenn Carter: 3 elements of 3M brand story: customer needs, 3M unique innovation, attitudes of next generation #BMAMN

 

SkylineExhibits skyline exhibits 

Glenn Carter: 3M must blend the stories of 112 year heritage with innovations of today #BMAMN

 

goeast Go East 

We have so much content it's crazy. We just don't talk about it. We're learning how to talk about the 3M brand story in a new way. #bmamn

 

 

DaveBrull Dave Brull 

RT @BMAMinnesota: "The risk is also the opportunity." -Glenn Carter, 3M #BMAMN

 

Interactive3M Kara Thornton | ???? 

#bmamn Proud to show off our 3M Innovation Center to the group. Welcome!

 

SkylineExhibits skyline exhibits 

Glenn Carter: Have to tell the "Who we are" and the "Why we are"#BMAMN

 

Orange_PR Orange 

80%of 3M business is b2b #bmamn #manufacturing

 

SkylineExhibits skyline exhibits 

Glenn Carter: 3M is not just the maker of Post-It Notes and Scotch tape -- actually 80% B2B #BMAMN

 

goeast Go East 

What do you think of when you think of 3M? #bmamn

 

SkylineExhibits skyline exhibits 

Glenn Carter: 3M has such a broad product offering, frustrating to get full story understood by all audiences #BMAMN

 

BMAMinnesota BMAMinnesota 

This morning's event from the 3M Innovation Center - follow #bmamn for updates! #b2b #marketing

 

NancyGregson Nancy Gregson 

"We think that since we invented it, people will buy it." - Glenn Carter, 3M #bmamn #B2B #marketing

 

SkylineExhibits skyline exhibits 

Glenn Carter: Issue for 3M: Lower brand awareness among under 35 audience, even among 3M employees. #BMAMN

 

DaveBrull Dave Brull 

So true RT @SkylineExhibits Glenn Carter: B2B buyers are overwhelmed by logical data so brand is important #BMAMN

 

lizgau Liz Gau 

"The risk is also the opportunity." #BMAMN

 

SkylineExhibits skyline exhibits 

Glenn Carter: Opportunity of the B2B brand: authenticity, strong relationship, thought leadership, insight into customer #BMAMN

 

BMAMinnesota BMAMinnesota 

"The risk is also the opportunity." -Glenn Carter, 3M #BMAMN

 

cjanuska Carla Januska 

In an unstable economy where do B2B customers look for trust, leadership, stability? A white business card with the 3M says a lot. #bmamn

 

srylance Susan Rylance 

#bmamn 3M speaker says strong brands align with strong business performance- I would agree and we need to focus on this from a mktg perspect

 

NancyGregson Nancy Gregson 

Beautiful facility here at the 3M Innovation Center. How important is your brand? #bmamn #B2B

 

SkylineExhibits skyline exhibits 

Glenn Carter: B2B buyers are overwhelmed by logical data so brand is important #BMAMN

 

cjanuska Carla Januska 

How important is brand in the B2B space? Yes. Brand is a strategic, competitive advantage. #bmamn

 

SkylineExhibits skyline exhibits 

Glenn Carter: B2B brands are about creating strategic, competitive advantage #BMAMN

 

BMAMinnesota BMAMinnesota 

How important is brand? #BMAMN

 

SkylineExhibits skyline exhibits 

Glenn Carter: Branding in B2B is still important, even if purchasing seems to be driven by rationality. #BMAMN

 

lizgau Liz Gau 

yfrog.com/hse3xpsmj @PadillaSpeer's Heidi Wight welcomes all #BMAMN attendees

 

cjanuska Carla Januska 

Happy to hear Glen Carter speaking about 3M's brand reinvigoration.#bmamn

 

Celarity Celarity 

Beautiful building at 3M innovation! Excited to start the #bmamnevent! - JA pic.twitter.com/Jvk1042O

 

SkylineExhibits 

I am attending Glenn Carter talking about Reinvigorating Your Brand at the #BMAMN event at the 3M Innovation Center.

 

nick_wassenberg Nick Wassenberg 

@ 3m for @bmaminnesota event #bmamn