We Bring Good Things to Life
The "We Bring Good Things to Life" slogan focused mainly on General Electric's appliances and lighting fixtures.
[2] In 2001 Jack Welch retired with GE with its worth at 505 billion dollars and was replaced by Jefferey Immelt as chief executive director, who in January of 2003 changed the slogan to "Imagination at Work", ending the "We Bring Good Things to Life campaign.
GE's 1986 acquisition of RCA, which included the NBC network, signaled a gradual shift in company emphasis to service and technology industries.
[12] In the post-World War two era General Electric and then actor/ political figure Ronald Reagan worked together to promote mass consumption of goods produced by GE.
To remedy the situation, the advertising agency BBDO began to develop the “We Bring Good Things to Life” campaign to create a unified brand image.
A far more likely source of the campaign idea may come more directly from the words of one of General Electric's most famous employees Charles Proteus Steinmetz (1865-1923) who is quoted as saying of his work: "Some day we make the good things of life for everybody.
GE saw the need to change the company's brand recognition and to create an updated, single message that could translate across many product lines and services.
Additionally, GE sought to increase employee morale and heighten its image in the financial world, in government, in the retail business sector, and in public consciousness.
When GE advertising was consolidated in 1979 with BBDO, the “Good Things” slogan was not only incorporated into media ads but also induced on all packaging, spec sheets and brochures, and service trucks.
[20] In the Jack Welch and "We Bring Good Things to Life" era from 1981- 2003 General Electric continued their dominance at the forefront of technological advancement.
In his tenor Jack Welch increased the company's performance expectation and created a model of competition against other brands.
He purchased numerous companies such as the RCA Corporation and combined GE's British business interests with General Electric.
[21] “We Bring Good Things to Life” was extremely successful and became the longest running corporate advertising campaign.
