"A strong brand -- BusinessWeek and Interbrand rate GE's as No. 4 behind Coca-Cola, Microsoft and IBM -- and an iconic slogan are tricky to tinker with. A company doesn't want to tarnish its brand in, for example, the way that Coca-Cola did in the 1980s when it fumbled the introduction of New Coke. Yet it also must update its image as times and its business change. "
GE's Judy Hu: 'We're Reinventing a Brand and a Company' - Knowledge@Wharton
Read on, about this remarkable journey...
Jay, from Bangalore