Repositioning a Broken Corporate Name

Can you really re-invent a corporation's brand and its identity? GE thinks its possible, while the majority disagree, especially Bob Garfield.

Years ago, GE dumped 1.3 million pounds of polychlorinated biphenyls (PCBs) in the Hudson River. This decision by GE caused much grief for consumers and GE, which to this day has still not dissipated.

In order to rebuild their brand, GE developed a new ad campaign that references the new technology available for desalination, which will benefit the ecosystem in times of drought. Is it possible for GE to surmount the negative stigma attached to it?

A brand's identity and its reputation symbolize the corporation’s culture, its beliefs and practices and also ensures the public of its social responsibility. GE is taking steps in the right direction by promoting these eco-friendly innovations. When a corporation's identity hinders its ability to do business the Internet, which is ubiquitous and convenient, can help rebuild confidence with the proper campaign.