Bringing the future closer, driving the present forward
Founded in 1944, MMM has a long history of challenges and milestones. It is a family-owned company and leader in the production of components for major automotive brands.
MMM has built a solid reputation thanks to its products, which are aimed at fluid handling in complex environments. MMM has been supplying these to top brands in the automotive sector for over 50 years.
Challenge
Major changes in the automotive industry prompted MMM to make a strategic change of direction to pivot towards the energy sector.
A new technological partnership with a US partner made creating a new brand territory an urgent priority.
It was necessary to carry out a rebranding to reposition the group and promote new business areas that were opening up with the design and manufacture of modular systems for generating energy from hydrogen.
The solution
We created a system to diversify and open up new territories in innovation and sustainability.
The new brand strategy had to fit with the business strategy in a highly competitive and rapidly changing market and push the organisation towards innovation and sustainability.
We carried out research in parallel to the decision-making process.
Based on creative concepts connected to the brand’s experience and innovation-led attitude, we defined and designed MMM group’s four brands. In this way, the group’s brands were organised and structured.
Strategy
The brand’s architecture gave us the opportunity to strategically order the different activities and teams of the group.
The MMM Group consists of four brands: Group, Fluid, Energy & 3DP. The brands are structured under the umbrella brand, Group. We proposed a plan for the transition with three phases to activate the brands.
To ensure the new brand architecture and visual and verbal system were applied with coherence and consistency, we developed an online brand centre. This platform allows you to create roles to access brand information for the entire team in different countries.
Brand Activation
For the launch of the brand, we proposed an activation plan that included internal and external communication actions. We accompanied the marketing and sales team during the deployment months.
The MMM Energy business division was the one that required the most effort in every sense. We launched it with a new product that aimed to expand into other mobility sectors. It also highlighted sustainability and innovation. These were values that had originally failed to stand out, but could take centre stage under the MMM Fluid brand.
We developed an independent visual space based on their own colour range. We also created audiovisual elements with a partner who is an expert in 3D to present the product to the market. It was essential to educate the potential buyer about the functionalities and advantages of the system.
This case developed in a very dynamic way. It was necessary to work in parallel with the development of the business. A good connection between both teams made it possible to work effectively and deliver on time.
