General Electric
A Case Study
Reversing the Declining Image of a Once Trusted Name in Some Troubled Manufacturing Markets

Background

General Electric was experiencing a troubling erosion of imagery in some very key manufacturing markets.

Challenges

Raise the image of GE among the population of four cities.

Insights

Although GE had a standing of great prominence on Wall Street, as a corporation it was less than loved among individuals in markets where downsizing and closings had taken place over a long period of time.

Connections

GE is really all about the employees and where they live. We “localized” this huge corporation by implementing a “Local Heroes” campaign that celebrated GE employee volunteer efforts in their neighborhoods.

Results

With constant monitoring by political pollsters that reported unprecedented increases in imagery ratings (outdistancing favorable national norms), GE Corporate decided to run the campaign nationally.