How to extend the CMO lifecycle

Chuck Kapelke

Grasps a better sense of how brands and organisations spur longer CMO tenures, by reaching out to marketers and marketing experts to uncover insights about how to bring more stability to the CMO position.

A year after taking charge as SVP and CMO for industrial giant Emerson, Katherine Button Bell rolled out a new brand architecture for the company — including a revamped logo. Not everyone was pleased. "Someone wrote a note to our chairman that said, 'I suppose she'd like to change the American flag while she's at it?'" Button Bell recalls. "The word 'tension' would not describe the angst it created. People think of logos as part of their personal identity. It's like changing the initials on someone's bathroom towels."

Fortunately, Button Bell knew she had strong support from Emerson's...

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