In late 2021, GE announced its plan to separate into three industry-leading, investment grade standalone public companies in healthcare, aviation and energy.
Amid the announcement, one burning question emerged: What will become of the GE brand?
Valued at almost $20 billion, GE is the only industrial company in the Top 40 Interbrand Global Brand Ranking. There was a strong sense of responsibility toward the future fate of the GE brand. We were being entrusted with a once-in-a-career opportunity to help write the next chapter in the story of a 132-year-old brand.
We embarked on a rigorous six-month exercise in which employees, customers and other stakeholders were interviewed to h
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