Being 3M

May 27, 2015

Executive Summary

The innovation-based technology company 3M set out to prove that B-to-B marketing does not have to be boring, and that brands must innovate and connect with customers the same way that B-to-C companies do if they want to stay relevant. Senior Vice President of Marketing and Sales at 3M Jesse Singh shared how the company built a rebranding campaign based on three key principles that put the customer first and represented its innovative nature.



Source

"Being 3M." Jesse Singh, Senior Vice President of Marketing and Sales at 3M. BMA15, 5/27/15.

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