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2B 3M 4Marketing Context by Paul Paquet POSITIONING AND BRANDING require more than just segmentation and differentiation. Successful marketers also consider context. How consumers use your
product affects what they will pay, what features they need and what service they demand. Last December, Al McGrath, a marketing executive at 3M Canada, showed the Ottawa branch of the American Marketing Association
how his company introduced a 3-D segmentation cube for each of its brands. By understanding how consumers use Post-It notes, for example, 3M can increase both market share and "consumer share," the number of
contexts in which a consumer uses a given product. Instead of thinking of Post-Its as yellow sticky notes, 3M now positions them as communication and organization tools. A version of this appeared in Marketshare,
the newsletter of Ottawa's branch of the American Marketing Association.
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