Emerson Brings Sexy Back

Emerson Brings Sexy Back

As a 125-year old, $24 billion global manufacturing company with 133,000 employees heavily rooted in an engineering heritage, Emerson’s marketing team had historically struggled for attention and credibility.

Since Kathy Button Bell became chief marketing officer for Emerson in 1999, however, she has reengineered both the company’s leadership role as well as marketing’s role within the organization. She kicked off her stint with a massive rebranding effort that dropped the “Electric” part of the company’s name and brought 35 autonomous sub-brands under one umbrella. Then she got down to business.

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