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Verbal Communications

Follow these guidelines when mentioning 3M trademarks in a voice-over.

Do not precede a trademark with “3M”

Instead, follow it with "... from 3M" at the end. Because the ™ and ® symbols cannot be enunciated as "words," the approach for protecting trademarks in voiceovers is a little different than the standard first-use, later-use guidelines.

Correct example:

“Steri-Strip brand adhesive skin closures from 3M were the first tape wound closures on the market.”

Incorrect example:

“3M Steri-Strip brand skin closures were the first tape wound closures on the market.”

Substitute the word “brand” for the ™ and ® symbols

Add the word “brand” (or the equivalent in another language) after the trademark the first time it is spoken. This is a verbal substitute for the ™ or ® symbol. Later, drop “brand” and shorten the generic descriptor, if possible.

Correct first-use example:

“Filtrete brand filters from 3M capture dust, pollen and mold spores.”

Later-use example:

“Filtrete filters also are effective in room air conditioners.”

Insert the word “brand” between two trademarks

If two trademarks are mentioned together, insert the word “brand” (or another language equivalent) between them each time you use them. In some languages, the word for “brand” precedes the trademark.

Correct example:

“Scotch-Brite brand Never Rust wool soap pads from 3M outclean steel wool pads.”

Incorrect example:

“Scotch-Brite Never Rust brand wool soap pads outclean steel wool pads.”