Provided psychological and sociological dimension
IMPACT
Helped make 3M relevant to younger audiences while reflecting 3M’s strategic benefits
Inspired client’s customers to replicate 3M’s messaging in their own internal and external communications
Improved communication between marketers and creative suppliers
Generated internal excitement for the division’s industry contributions
OPPORTUNITY
The 3M Optical Systems division was shifting their audience focus to younger audiences and brand owners. Simultaneously, the corporation was beginning a brand reinvigoration effort. Messaging was needed that aligned with these strategic objectives.
MY WORK
Defined division and business personalities
Outlined the logic behind an emotive strategy
Developed and wrote messaging matrix with key messages per business area and functional benefit
Guided aesthetic direction to ensure the emotive and functional strategies were being leveraged
Facilitated global replication
Built and managed client relationship
