The charismatic leader sought to build up GE's status in all of the technology, service, and manufacturing areas that the company participated in. "Jack" Welch, who became chairman and CEO in 1981. The company also had consistent leadership in the form of John F. From the 1930s to the 1950s the company relied on the slogan "Live better electrically," which was followed by two decades of variations on the word "progress," such as "Progress is our most important product." In 1979 GE unveiled "We bring good things to life," a cornerstone to one of the most successful corporate branding campaigns in history, backed by about $1 billion in advertising. enjoyed the benefits of a consistent marketing message. Throughout its history General Electric Co. Moreover the new slogan became something of a rallying cry within the company, spurring on employees to make innovative contributions. Market research detected a change in consumers' perceptions of GE: more people were viewing GE as a high-tech company rather than as a relic from the smokestack era. In time the campaign also spread to Europe and Asia.ĭespite taking some criticism for dropping "We bring good things to life," GE expressed satisfaction with the campaign and continued to build on it. In one commercial, for example, Lassie, the heroic canine star of vintage TV and films, warded off a cougar with an array of karate moves as a way to talk about GE's security technology. The advertisements simultaneously repositioned the brand and directly promoted one of GE's many businesses. In addition to TV spots, it included print ads and Web elements. The $100 million "Imagination at Work" campaign, developed by BBDO Worldwide Inc., began in January 2003. The result was a new slogan, "Imagination at work," which became the focus of a campaign aimed at consumers, business partners, and investors as well as GE employees. Immelt, who replaced the legendary Jack Welch, the company decided to rethink its branding in order to better position GE as an innovative and forward-looking company. With the installation of a new chief executive, Jeffrey R. (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. Web site: IMAGINATION AT WORK CAMPAIGN OVERVIEW
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