GE’s brand approaches a "golden moment"

This event report explains why General Electric, the 130-year-old conglomerate, believes it is on the cusp of a "golden moment" from a branding perspective.

GE's brand approaches a "golden moment"

Stephen WhitesideWarc

General Electric has been an icon of corporate America for 130 years – but its brand could now be on the brink of a new golden age.

"It is truly a 'golden moment' for our brand, because we have to align as a branded house, as GE, everywhere we go," Linda Boff, the company's executive director/global brand marketing, told delegates at the BrandZ Top 100 Most Valuable Global Brands Round Table event in New York.

The primary impetus behind this shift comes from a major recalibration of the firm's portfolio. Thus...

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