Branding I: Add "Filtrete By 3M"
We’re so confused. There’s “Smart,” there’s “Filtrete,” and there’s “3M.” What’s going on here? To be honest, we didn't even know it's pronounced "Filt-reet." And if we can't pronounce it, how will we connect with it? This video pretty much sums it up.
Filtrete carries little equity today.
For most of us, Filtrete goes largely unrecognized. We do know and trust 3M though. Some of us know them in the context of filters, but regardless, they’re a brand we trust. If we do notice brands, it’s from the filter board itself. Perhaps add “Filtrete by 3M” or something to that effect in large letters on the boards.
