BRAND ARCHITCTURE
THE OPPORTUNITY
A new corporate branding strategy and trademark rationalization mandate sparked the need for a new brand architecture within the 3M Automotive Aftermarket division. The new architecture needed to unify seven businesses' identities to create a cohesive market face and account for multi-lingual, regulated packaging; a global market presence; distributor database limitations; diverse communication mediums; tiered product offerings; product expansion; adjacent channel markets; multiple trademarks with equity; and a new corporate brand strategy.
The total number of SKUs impacted was approximately 6000 with approximately 24,000+ pieces of regulated packaging artwork.
MY WORK
Guided voice of customer analysis
Analyzed existing architectures, pain points, and trademark equity
Recommended trademark rationalization
Analyzed competitive brand dress and existing packaging constraints
Developed the strategy and then created Mind Maps outlining three different architecture options; each identifying common visual, organizational, and nomenclature treatments for all 6000 SKUs
Built consensus across businesses and adjacent market segments
MY IMPACT
Customer-centric and consistent market face on communications and packaging
Eliminated many trademarks, saving hundreds of thousands of dollars on global mark registration and support
Improved creative development efficiency
Clearly differentiated brand dress
Improved customer understanding of product tiers, total product offering, and the relationship between product categories
Aligned the businesses with the division and corporate sales and identity strategies
AFTER
BEFORE
