GE Ecomagination was a business strategy, that became a brand, that created a global movement advocating the business advantages of using clean energy technology. For 12 years, the Ecomagination team created billions of dollars in sales for General Electric, and impressive savings for its customers. Other companies soon followed GE’s lead.
Sustainability spread as a hot topic in c-suites around the world. Competitors spun their versions of the story that Ecomagination had originated. While Ecomagination’s business remained strong and growing, its brand voice was fading into one among many. The Ecomagination team knew it had to act. They engaged SCHERMER.