General Electric Co.: Imagination At Work campaign

Since 1979 General Electric Co. (GE) had relied on one of the most successful branding slogans in history: "We bring good things to life." But along the way the company had become almost exclusively associated with its lighting and appliance products, which by the end of the twentieth century represented only a small percentage of the company's business.

General Electric Co.: Imagination At Work campaign

Ed Dinger

OVERVIEW

Since 1979 General Electric Co. (GE) had relied on one of the most successful branding slogans in history: "We bring good things to life." But along the way the company had...