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3M Brand Global Identity

Developed brand/visual identity strategy and guidelines, established effective branding methods/processes/tools, created and distributed brand assets, conducted internal and agency training, helped global businesses with brand opportunities and provided creative direction counsel for activations globally.

In the corporate team we increased 3M brand valuation from $3.5B to over $9B in the last 12 years (Interbrand) by building a global brand platform, evolved brand identity and led rollout/training with global audiences and agencies.

Product Brand Strategies and Events

Led and participated in multiple product brand development projects including naming, logos, renewals, updates, expansions, extensions, anniversaries, evolution, portfolio management, integrations, promotions, events, sales, spinoffs, legal protection actions, equity development, asset procurement and distribution, activation training, and creative direction efforts including new product introductions, disruptive innovations, revitalizing mature markets, and global expansion and management.

Mergers & Acquisitions and Succession

Led brand and design as subject matter expert (SME), covering brand due diligence, brand portfolio strategy and brand integration (for short and long-term) for over 85 successful acquisitions valued at over $16B. Led M&A brand work in industrial, technology, professional, SAAS, medical, consumer, and automotive markets.

I leverage Brand's role in M&A to build/enable:
- More Compelling Brand Story (the Pitch)
- Increased Brand Differentiation and Consistency
- Gains in Brand Awareness and Recognition
- Building Brand Equity and Loyalty
- Stronger Intellectual property (IP)
- Clarity of Culture and Purpose
- Maximized Brand Valuation (Goodwill)

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Co-branding and Licensing

Developed corporate co-branding guidelines as a protective framework for collaboration growth-driver. Led successful co-branding projects with NIKE, ADIDAS, Castrol, NASCAR, PGA, Minnesota Vikings, Nobel Foundation, Bloomberg, HP, American Red Cross, Sherwin Williams, Disney, Anderson Windows, Ford, Dolby, SHARP Electronics, Aston Martin, Hilton, Aldi, and Home Depot.

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Brand Integration, Global Expansion

Guided integration of acquired brands, evolved them for  global audiences, established new positioning and promises, updated the identities as a parts of a broader brand portfolio.


Brand Startup Purchased

Worked with a small startup to develop a new brand for DIY flooring finishes. Developed brand, packaging and promotions and made it to retail shelves. Was ultimately purchased by
Rust-Oleum® in 2014.  Brand and packaging have not changed.

3M NASCAR Program

Designed the 3M NASCAR program from 2004-2016 including the cars on the track, race team graphics, uniforms. Creative directed and approved branding for all promotions, merchandise and events. Program at its peak produced millions in incremental sales from customer promotions and official licensing for products and packaging.

3M Young Scientist Challenge with Discovery Education

Developed branding for 3M Young Scientist Challenge with Discovery Channel for application on web site, event, and social media. Has undergone several small adjustments but still running strong.

3M Championship PGA Event

Managed development and activation of branding for 3M Championship PGA charity golf tournament including promotions, merchandise and hospitality. For 15 years the event raised millions for charity and was replaced in 2018 by the 3M Open.

If you’d like more information about our services, get in touch today.

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