How GE uses narrative resources to build B2B fire

This event report outlines how General Electric, the conglomerate, ensures its marketing remains consistently innovative and surprising.

How GE uses narrative resources to build B2B fire

Geoffrey PrecourtWarc

General Electric, an enterprise rich in the heritage of innovation and number eight on the Fortune 500 list with annual revenues of nearly $125 billion, seemingly has the resources to do whatever it wants.

So, in May 2016, when it decided to enter the hot sauce business, its 1032 Kelvin (the temperature at which all things start to break down) product promised to be a category beater – a condiment "with the liquid heat of a thousand suns."

GE went into production with a limited run...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands