- Trizact
The CompanyA recognized leader in research and development, 3M produces thousands of innovative products for dozens of diverse markets. 3M’s core strength is applying its more than 40 distinct technology platforms – often in combination – to a wide array of customer needs.
The Task
A new abrasive technology from 3M was ready to be introduced. The innovation would utilize microscopic three dimensional structures resembling pyramids to finish stainless steel, chromium, nickel and cobalt-based applications that require a fine finish. 3M asked Addison Whitney to create a name that would make the new innovation immediately communicable to all audiences.
The Addison Whitney Solution
Brand Strategy
Prior to starting the name development process Addison Whitney collaborated with the 3M marketing team to clarify a brand positioning strategy. Numerous options were presented to the 3M team with a primary direction selected.
Verbal Branding
With a clearly defined brand position in mind Addison Whitney brand consultants developed the name Trizact. "Tri-" was chosen because of its ability to convey the three dimensional product structure while "-zact" expresses precision and cleanliness and stands for "exactness." Combined, Trizact is short, memorable and has the ultimate product positioning.
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