“GE is a troubled company. Its financial performance has been dismal. GE is struggling to restore confidence on Wall Street. The GE brand has a valuable heritage. The touchstone of the GE brand is its historic promise of innovation for better living. This is not about going backwards. It is not about reproducing the past. It is about clarifying and re-energizing the GE brand’s heritage in a contemporary, compelling manner.”
Read the rest of Larry Light’s latest piece in Forbes CMO Network!