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The GE Model for Brand Storytelling

GE is among many companies that are dialing up the use of what I call “signature stories,” stories that communicate core strategic information about the firm and its strategy. Linda Boff the director of global marketing at GE explained how stories helped GE communicate its strategic message during a talk at the June 2016 ANA conference on Masters of B-to-B Marketing.

It all starts with GE’s DNA, which always has been passionate about science and technology, starting with founder Thomas Edison. The GE goal is to be associated with this DNA as reflected by imagination, creativity and always being in motion. The firm is comfortable with geeking-out with people who find science and technology interesting. In fact, a key audience is people who are also into science and technology—those who will relate to GE’s passion and strategy.