Integrating brand into your business

Emerson Electric

Leading with a solutions story around automation

Building a platform brand

After years of acquiring small and medium size brands, the Emerson brand receded into the background in the broader portfolio story.

  • Defined the brand portfolio and hierarchy to lead with Emerson and supported by strategic product names 
  • Aligned senior leadership on building a platform around Emerson Process Management and Automation
  • Conducted research to determine the equity of strategic product brands and implications for elevating the Emerson brand
  • Aligned the brand team to focus on key strategic brands and eliminate the distraction of product brands that did not fit into the broader Emerson platform story

Client challenge

Telling an integrated, problem solving story and enabling more organic, strategic cross-selling opportunities.

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