How GE breaks through the image of its past

Geoffrey Precourt

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 leaders don't log on to a different internet at night," Linda Boff, General Electric's VP/CMO, observed. "When you think about that, the stakes for all of us have changed.

"Great experiences – whether they be on Amazon or Uber – are setting a different bar for us as B2B marketers, and we have to think about this in very, very different terms."

And, she offered, brand stewards who hope to scale that bar must consider a number of company-specific factors that include:

  • Brand DNA
  • Brand Passion
  • Storytelling
  • Tone
  • New Opportunities

Brand DNA