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GE Energy: Brand Positioning

Helping a strong global brand fulfill its promise

After a series of acquisitions, GE Energy’s Environmental Services Group was operating independently without a consistent voice and stable brand presence. Mower was asked to develop a cohesive brand identity and refreshed marketing campaign that would align its employees behind a single shared purpose.

Mower research revealed that GE Energy had the opportunity to own the promise of a better customer experience — something that would firmly differentiate the company from all competitors in the category. Anchored in that research, Mower developed a new marketing platform around the strategically driven brand expression: Promises Kept.

Mower implemented an external consumer-style creative campaign, as well as an internal employee relations program. The internal campaign educated and built advocacy for the new positioning among highly diverse GE employee groups across the globe. Tactics included video, sales-enablement materials, messaging for key employee groups (executives, sales, customer service, product marketing), posters, premiums, events and employee “pulse polls.”

The efforts created such an impact that Mower was tasked with a phase two for the campaign, which included employee videos used on social media and at trade shows, employee blogging programs, as well as public relations efforts.

Honored by the Business Marketing Association, the Promises Kept campaign effectively positioned GE employees as subject-matter experts, while also building them up as people who could be trusted to keep their promises to the market.

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