Consider it…Solved?

While browsing through Forbes magazine, I came across a series of 3 full-page ads, taken out by Emerson (tagline: Consider it Solved).

Boy, do they have a marketing challenge to solve.

Emerson, like conglomerates such as United Technologies, Siemens, and GE, are into just about everything. The three Emerson ads I viewed talked about wireless plant operation, worldwide internet traffic, and food waste disposal. They had a common design theme and certainly weren’t bad on execution. But at the bottom of the ads is “the list” of what Emerson is involved in: Network Power. Process Management. Climate Technologies. Storage Solutions. Industrial Automation. Motor Technologies. Appliance Solutions. Professional Tools.

Wow. How do you message that?

I’ll give them points for trying. Consider it Solved at least makes a stab at a cohesive message that might span all those disparate offerings, but heck…it’s tough enough coming up with a great message for a company that does just one thing. I think GE has done pretty well (“We bring good things to life” – or, currently, “Imagination at work”). Emerson doesn’t have the same long track record and brand recognition as GE, so it’s an uphill climb getting any kind of identity established when you’re so many things to so many people.

Their website design and execution (emerson.com) is pretty good, given the complexity of their offerings.

What do you think? Should mega-conglomerates pour a lot of time and effort into creating an overarching corporate identity? Or is it better to try to establish identity sector-by-sector?

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About Steve Woodruff
Steve Woodruff is a blogger, a Connection Agent, and a consultant in the pharma/healthcare industry. He specializes in helping people and companies make mutually beneficial connections.

One Response to Consider it…Solved?

  1. Gavin Heaton says:

    Interesting question, Steve. There was talk some time ago that there was likely to be a cannibalisation effect across the P&G brands because they had competing and antagonistic messaging across their stable of brands. How do you reconcile Lynx with Dove?

    I guess it comes down to a question around brand value. In the P&G case, it seems that the whole is less than the sum of its constituent parts (ie we know more from a brand perspective about individual brands than about P&G). But for those brands where there is a closer correlation between the brand promise and its delivery (eg with GE) it makes more sense to go with an umbrella approach (oh and it also makes the job of marketing folks easier). But then who wants an easy life?

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