3M Brand Identity Guidelines Literature: Level System Level 1 Literature Level 2 Literature Level 3 Literature  Level one literature communicates our Tier two literature is more specific than Level three literature provides detailed leadership position within the markets we level one and particular brand, product or educational or technical information about serve. It answers the questions, “Who is service. Messaging is benefit oriented. It a particular product or service to help 3M?" and “Why 3M?” answers the question, “What does 3M customers make more informed buying  Messaging is broad and solutions-focused, offer?” decisions. It answers the question, “How and builds on our image and reputation as a do I order, specify or use 3M customer-focused, innovation powerhouse. products?”  Taglines should not be used in advertising. 29 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.