from the department of "Datsun is Nissan..."

Feb. 23, 2007
This just in...Emerson is dropping the Saab name from their TankRadar product...it will be forevermore known as Rosemount TankRadar. This brings up a lesson in branding. Emerson is the only automation company to ever do a 'Datsun-is-Nissan' type corporate re-branding exercise and have not missed a quarter's sales or profit target...and as far as I know, this applies outside the automation industry as well. Worse yet, from the point of view of us magazines, they consolidated and cut their adver...
This just in...Emerson is dropping the Saab name from their TankRadar product...it will be forevermore known as Rosemount TankRadar. This brings up a lesson in branding. Emerson is the only automation company to ever do a 'Datsun-is-Nissan' type corporate re-branding exercise and have not missed a quarter's sales or profit target...and as far as I know, this applies outside the automation industry as well. Worse yet, from the point of view of us magazines, they consolidated and cut their advertising budget during all of it. There are lots of 'lost companies' out there because their parent decided to feature the corporate name instead of trading on the accumulated brand value of the trade names they had acquired in the 1990s orgy of acquisitions and agglomerations. You can only do that if your brand, or your branding strategy going forward (AND your advertising budget in some cases) is strong enough to support the change-over. I was talking earlier this week to a former Procter and Gamble brand manager who is now marketing manager at a mid-sized automation company...and he noted that in comparison to what P&G did as a matter of course, the automation industry is "baby steps." Hopefully, all of Emerson's radar customers will find them now that they don't get to call it Saab anymore.

Sponsored Recommendations

Measurement instrumentation for improving hydrogen storage and transport

Hydrogen provides a decarbonization opportunity. Learn more about maximizing the potential of hydrogen.

Get Hands-On Training in Emerson's Interactive Plant Environment

Enhance the training experience and increase retention by training hands-on in Emerson's Interactive Plant Environment. Build skills here so you have them where and when it matters...

Learn About: Micro Motion™ 4700 Config I/O Coriolis Transmitter

An Advanced Transmitter that Expands Connectivity

Learn about: Micro Motion G-Series Coriolis Flow and Density Meters

The Micro Motion G-Series is designed to help you access the benefits of Coriolis technology even when available space is limited.