Re-imagining GE

Beth Comstock
General Electric Company

In 2002, GE retired one of the most successful advertising campaigns in America, the 'We bring good things to life' campaign, and replaced it with a new global campaign called 'Imagination at work'.

Why? I can only answer that question with another question: What do you think of when you think of GE?

Do you associate GE with the most powerful aircraft engine ever built? How about global information and entertainment? When you pass through explosives detection portals at airports and government buildings, do you feel safer because of GE? What about purified water? When you think of GE, do you think of financial solutions? What about renewable energy, or the cleanest electric diesel locomotive ever designed? Do the letters G and E instantly transport you to a cardiologist's office, where state-of-the-art medical imaging equipment allows doctors to examine a patient's heart without having to perform invasive surgery?