How did 3M differentiate its new sports brand from its other product lines??(such as Post-It Notes...)?

Question

3M corporation is well know for its invention of Scotch tape, Post-It Notes....and many other products, yet it has also become a sports brand with the the successful introduction of the "Greptile Grip Golf Glove".

How did 3M overcome the perception many hold that "3M is not a sprots brand" and overcome the market entry obstacles???

Answer 1

That's a function of marketing.

The first function of Marketing is called "branding." 3M, like all other companies out there, needed to establish an appropriate brand. This is a global function throughout the organization that determines a corporate identity (eg. how the 3M logo is used on letterhead and on products, colors of the logo, etc.), and corporate name recognition. Strategic usage of branding makes it possible for 3M to establish its own corporate identity, and differentiate the "divisional product line" identity. For further information check their web site and search for "branding"

Another of the Marketing concepts is called "positioning." Positioning occurs in the mind of the consumer. Companies like 3M need to have the appropriate positioning for all of their product lines. For example, did you know that 3M also supplies healthcare products as well? By separately positioning specific products, the company can maintain separate lines, while still keeping their common corporate mission and values.

Answer 2

Manufacture a excellent product with celebrities doing the commercials and doing a lot of advertising!@~