Once known as Emerson Electric, Emerson is a very successful company. The problem was that different divisions often marched to different divisions, and there was little brand equity created by their synergy. In fact, in many categories, they were by far and away the market leader but this business fact did not benefit the parent brand equity. While at Interbrand, John led the team that created an umbrella brand positioning and idea that spanned all their businesses and brought them together under one roof. By creating a Masterbrand architecture, both employees and customers could better understand the rich products and services Emerson offered and how they were related. Based on the brand idea, their ad agency created the well-known tagline “Consider it Solved.” The brand strategy forged many cross-company synergies that resulted in expanding business at a greater pace.