"…That which we call a rose, by any other name would smell as sweet." A brand is the distinguishing factor that sets one company apart from the rest. Whether it be a recognizable name or symbol, the brand image psychological symbolizes all the information and expectations associated with a company.
Bringing Good Things Back to Life
When CEO Jeffrey Immelt took over leadership of GE in 2001, he felt that the company’s brand image needed a face lift. With its stock lagging and its reputation polluted, Immelt felt the need to make GE hot again. Therefore, he hired Judy Hu as global executive director for advertising and branding for the Connecticut-based conglomerate in 2002.
Hu quickly put her gears in motion as she undertook a study of peoples’ impressions of GE. Of the people surveyed, the majority associated the company’s brand with “light bulbs and appliances—or their mother’s kitchen,” according to Hu. Since GE is much more than kitchen appliances, Hu wanted to create a brand image that could incorporate all of GE’s assets, including its stake in entertainment, nuclear reactors, jet engines and medical-imagining equipment, while Immelt wanted the world to see GE as an eco-innovator.
However, the company’s previous slogan “We bring good things to light” was ranked number four by BusinessWeek and Interbrand behind Coca-Cola, Microsoft and IBM. Surpassing such an iconic image would be difficult in itself, especially without tarnishing GE’s company image. Yet, Hu took the challenge head on and came out victoriously with two award-winning ad campaigns, "Imagination at Work" and "Ecomagination".
GeoTerra Makes Going Green Fun
In order to relay GE’s new message to the public, Hu headed a campaign of television, print and online ads that launched in 2003. These ads humorously targeted business executives, but also appealed to regular people too. Secondly, Hu introduced the Ecomagination campaign, which I’ve mentioned in previous blogs, in order to illustrate Immelt’s push to make GE a cleaner, greener and more profitable company.
One way GE’s public relations people relayed this message to the public was by creating the GeoTerra online game. Hu and her team felt that most publicity around environmental themes were too negative, therefore her team created games that people would enjoy. On GeoTerra, internet junkies could go green by utilizing GE technologies, such as compact fluorescent light bulbs and wind turbines, helping the island go green.
As another PR tactic came from Immelt himself when he announced, through a podcast, that the company’s Ecomagination campaign would focus technology, manufacturing and infrastructure capabilities to develop tomorrow's solutions such as solar energy, hybrid locomotives, fuel cells, lower-emission aircraft engines, lighter and stronger materials, efficient lighting and water purification technology.
Conveying an Image
Creating a successful brand image takes lots of time, extensive research and hard work. Immelt and his PR people wanted to bring GE back to its roots as a company defined by innovation in all spheres. GE’s new campaigns were designed to draw attention to their wide spectrum of innovation in areas ranging from appliances, medical and financial services to aerospace and biotech. These campaigns conveyed that GE was just as innovated as their motto “Imagination at work” stated. Nonetheless, the reality of GE’s campaigns were not to simply create warm fuzzy feelings for the company, but to achieve real business results. Coming from a true capitalist himself, “Green is green. What we're doing isn't charitable. It's about increasing revenues in an environmentally friendly way" CEO Jeffrey Immelt.
It's been awesome blogging for you. I hope you found my blogs attention-grabbing, or fascinating at least. However, I must move on with my life. Although jet engines and technological jargon is quite interesting, I need a little excitement in my life. Happy Holidays. Peace out cyber pals! -GEewhiz
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