How GE breaks through the image of its past

This event report outlines how General Electric, the industrial conglomerate, is showing off its innovation credentials with "business-to-human" marketing.

How GE breaks through the image of its past

Geoffrey Precourt Warc

Though business-to-business advertising has its own set of challenges and standards, digital marketing has changed the parochial nature of its messaging.

"Our customers and business leade

… and the website "I Fucking Love Science": And – no surprise – Boff reported to the Masters of B2B Marketing Conference that GE was among the first brands on Instagram, too.

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