Gessco- GE Single Source

02/03/2026

16/09/2025

09/06/2025

The GE Vision - Iconic Taglines and Timeless Inspiration (Part 6 of 10)

"Imagination At Work" (2003 - 2017)

In 2003, General Electric launched the "Imagination at Work" campaign as a bold rebranding effort following nearly a quarter century of "We Bring Good Things to Life." GE sought a return to its roots as a company defined by innovation across diverse fields and a new articulation that could serve its vision and strategy for the 21st century.

Ads featured breakthrough moments: the Wright Brothers' plane powered by a modern GE engine, Thomas Edison's brain sparking with visions of future innovations. The message was clear—imagination wasn't just a nice-to-have, it was an enduring GE competitive advantage.

The campaign showcased GE's innovations in fields ranging from medical imaging and jet engines to wind turbines and financial services. The campaign also targeted a broader audience, including prime-time TV viewers, business partners, investors, and international markets, with ads translated into Spanish and expanded globally. "Imagination at Work" became a rallying cry and a reflection of a culture that encouraged creativity and continuous reinvention within the company.

We Are GE - “Imagination At Work”

07/06/2025

GE General Electric commercial 2002

07/06/2025

"We Bring Good Things to Life" - End of an era (2002)

One of the last advertisements under the "We Bring Good Things to Life" campaign ran during the 2002 Salt Lake City Olympic Games—a fitting finale for the longest-running corporate campaign in GE's history.

Listen carefully to this ad and you'll hear something remarkable: the DNA of GE's entire messaging evolution. Echoes of past taglines like "Live Better Electrically" and "Progress is Our Most Important Product" blend seamlessly with forward-looking promises like "Technologies that promise a future without limits."

That phrase lives on in current purpose statements like GE HealthCare's "To create a world where healthcare has no limits."

30/05/2025

The GE Vision - Iconic Taglines and Timeless Inspiration (Part 3 of 10)

"Live Better Electrically" (1950s)

"Live Better Electrically" wasn't just a slogan—it was GE's bold declaration that technology could fundamentally transform how families lived. The vision was revolutionary: electricity wasn't merely a utility, but the pathway to a higher standard of living. Clean, modern, efficient—electric living promised improved health, safety, and quality of life. Brass medallions were awarded to all-electric homes and became symbols of progress itself.

Vision behind the message: GE understood that post-war America was hungry for both convenience and status. Electricity was a great equalizer—the technology that could lift every household into modernity. It wasn't just about selling appliances; it was about selling transformation. The slogan linked technological progress and domestic happiness. By choosing electric, customers weren't just upgrading their homes—they were upgrading their family lives. "Live Better Electrically" connected infrastructure to aspiration, utility to identity.

30/05/2025

Who said you can’t have it all

See how the integrated design creates a seamless appearance between the custom panel and surrounding cabinetry, thanks to concealed interior hinges. To learn...

28/05/2025

The GE Vision - Iconic Taglines and Timeless Inspiration (Part 2 of 10)

"GE - The Initials of a Friend" (1923)

In 1923, GE (with help from Bruce Barton from BBDO) launched one of the most influential brand campaigns in history. With simple yet profound words, two letters were transformed into a promise:

"You will find these letters on many tools by which electricity works."

"By such tools electricity dispels the dark and lifts heavy burdens from human shoulders."

"Hence the letters G-E are more than a trademark. They are an emblem of service — the initials of a friend."

Vision behind the message: This wasn't just advertising copy—it was a manifesto about purpose-driven business. GE wasn't a distant corporation but a reliable friend who could solve real problems ("dispels the dark"), reduce life's burdens ("lifts heavy burdens from human shoulders"), and earn trust through service ("emblem of service").

Nearly 100 years later, this message remains relevant. In our digital age, customers still crave authentic relationships with brands that genuinely serve their needs.

27/05/2025

The GE Vision - Iconic Taglines and Timeless Inspiration (Part 1 of 10)

From "The Initials of a Friend" to "Building a World That Works" - General Electric's taglines have shaped American business for over 130 years.

Thomas Edison said, "I find out what the world needs, then I proceed to invent it."

Over the next several weeks, we'll explore how GE's iconic taglines reflect timeless business principles that today's leaders can apply. From its very inception, GE has stood for innovation, learning, and performance. Edison's approach, which became part of GE's ethos, involved close observation of daily life and persistent experimentation. He looked for problems or inefficiencies and then worked tirelessly—through trial and error—to devise solutions. This process was less about sudden inspiration and more about systematic effort and responding to societal demands. Edison also believed that utility and commercial viability were paramount. He held that inventions should address genuine needs and be practically useful to people. This philosophy would guide GE's vision for generations.

19/05/2025