B2B Marketing - 07 February 2007
By Andrew Pinkess - Strategy Director
Brand: GE
Strapline: 'Imagination at work'
Clear favourite and an easy choice at the moment is GE, with its inspirational and very appropriate strapline – 'Imagination at work'. Just as appropriate to heavy engineering as it is to energy, manufacturing and finance. Although it is the world’s largest company, GE does not forget to put the customer first, with its supporting message – What can GE do for you? And call them opportunist, but GE is also leading the way in green communications with a separately branded initiative called Ecomagination. Not only are they supporting energy efficiency, they are also looking for ways to turn it to commercial advantage with their ‘Green is green’ (ie dollars) campaign. Finally the corporate logo remains largely unchanged after more than 100 years, showing the company’s pride in its heritage, and traditions. Hats off to CEO Jeff Immelt, who manages to combine excellent communications with really strong and consistent financial performance.