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FINDINGS


INDUSTRY SENTIMENTS Ever-increasing challenges beyond the mine site is creating discouragement • Employment • Government and regulation • Capital and shareholders • Fluctuating commodity prices

Maximizing value cannot be done by just increasing volume (productivity)

Ever-increasing greater mine-site risks is calling for innovations and precautions • More challenging conditions: deeper, larger, harder to get to ore, harder to find

Survival mode forces change • The industry flux is calling for great change • CEOs know they need to collaborate in order to change the things that need to be addressed

• Every day there is a different challenge because every day everything changes

Every day the challenges change — creating needs for short term and longer term solutions

The industry is filled with hard decisions that have a lot riding on them


REPETITIVE INDUSTRY MESSAGING We have solutions for the industry’s greatest challenges

We help you better take care of your people

Customer-inspired solutions

Dig deeper, think smarter, see further

Reduce cost and maximize productivity

Safer, greater value, better productivity and support


BARRIERS 3M = Safety • This foundation/core has developed trust and substantiated integrity in the industry •

Just ask • Overwhelmingly, customers are willing to share challenges with suppliers • While some countries are more change adverse than others, overall the industry is hungry for solutions. The proof needed is industry-specific success or non-industry-specific examples that align with a similar problem • CEOs are being charged to think about longer-term planning

“What do you do?” • How can 3M easily tell people their expertise area? • Many interviewees were less worried about what the expertise areas are, they just wanted to understand that 3M wants to do it


OPPORTUNITIES Hunger to share • As budgets get cut, mining companies need to rely even more on suppliers to solve challenges • The mining industry is being • pressed. This opens the door for change

3M has great awareness • Generally speaking, 3M is trusted, and is perceived as having high integrity, humble, high quality, committed and able to deliver more • The industry believes 3M can deliver on a customer-inspired approach

Go big or go home • Deliver our products and technologies • Adapt our products and technologies • Develop new products and technologies


FINDINGS AND INSIGHTS Safety is only part of the story • It is the proof point of bringing success solutions to the mining industry • It is a foundation to build on

Perceive your value, not by dollars spent, but by your support to operational continuity • Personal and site accidents are cost disruptions — risk aversion

Mining is a rugged industry • Demonstrate you understand mining by portraying the vastness and grittiness of the industry • Demonstrate you understand mining, not just products

• Every type of supplier has a role in the development of a smooth operation

Terminology • Technology: misinterpreted in Russia, Indonesia, etc. This is a necessary term, so we need to be cautious how it is translated • Materials science: mostly misunderstood • Innovation: well received and well understood

Need to position 3M as supporting the industry as a whole • Not just companies or situations that need solutions or products

Need to position 3M as an expert of mining • Not just an expert in products (e.g. masks), categories (e.g. safety) or technology (e.g. filtration)


CRITERIA FOR SUCCESS FulďŹ ll promises

Proven/demonstrated success

Industry leadership

Empathic conversations

Cross-discipline knowledge

Top-to-top interactions


BRAND PLATFORM


POSITIONING STATEMENT For mining and metallurgy site managers and high-level decision makers who have ever-increasing challenges and limited resources, 3M uncovers solutions to improve operational continuity and advance the industry. Unlike other suppliers, 3M, a global leader with ďŹ rsthand mining experience, leverages the wide range of deep knowledge and delivers the most extensive, on-the-ground mining support.


VALUE PROPOSITION

Vast knowledge. Focused innovations.


BRAND PROMISE

Creating better ways


BENEFITS GRID experiential/emotional benefits

rational benefits

functional benefits

features

Continuity

Safety

Innovations

Forward focused

Inspired/hopeful

Reliability

Productivity

Products

Connected/collaboration

Control

Efficiencies

Services

Profitability

Support

Trainings


BRAND ATTRIBUTES Sincere Driven

hopeful, encouraging, real/authentic, confidant

fully engaged, intrigued, diligent, eager, good listener

Visionary

problem solver, ingenious, inquisitive, sees beyond, advisor, leader, knowledgeable


KEY MESSAGES WHAT WE DO

WHY WE DO IT

HOW WE DO IT

3M is a technology company that connects solutions to challenges.

3M deeply understands mining and brings solutions that will transform the industry.

3M sees things differently — invention, not convention.

71595 3m m ms brand abbreviated pages  
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