Brand building - why GE put its imagination to work

Describes the restructuring process in which General Electric has rebranded itself into a diversified technology, media, and financial services company dedicated to creating innovations that make life better.

Brand Building

Why GE Put Its Imagination To Work

Beth ComstockGeneral Electric

World-class brands relentlessly stretch, evolve, and grow. Whether you're a bank, a software firm, or a burger chain, stasis is death. As any movie star (i.e., those brands that...