GE: Reinventing Storytelling for Business-to-Business

June 1, 2016

Executive Summary

In order to increase brand awareness and let people know about all of the innovations it is responsible for, GE had to re-invent its image. Linda Boff, director of global marketing at GE, explained how the company rebranded itself with a social media campaign that focused on world-class storytelling.


"GE: Reinventing Storytelling for Business-to-Business." Linda Boff, Executive Director, Global Brand Marketing at GE Corporate. ANA/BMA 2016 Masters of B-to-B Marketing, 6/1/16.

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