GE Energy
GE Energy Brand Architecture
Manager Overview
Current State
As an Energy Infrastructure business we dont have a consistent go-to-market strategy across the organization We default to our internal organizing structure to communicate who we are and what we do for customers Leads to confusionsub-optimizes our ability to sell across the portfolio and achieve higher levels of growth
GE
Energy
Power & Water
Equipment Services Consumables
Energy Services
Services Solutions
Oil & Gas
Customer segments
How customers purchase How we want to sell
Equipment Services
2 8/28/2012
The Opportunity
To take advantage of being a leading brand
GE brand is consistently ranked near the top of all global brands Tie brand to an elevated thought leadership position
To increase our competitive differentiation and own a market space
No other competitor can claim ownership of our category
No competitor has an asset this powerful (next nearest is Siemens at $8B)
To sell the entire portfolio
Raise awareness of key business areas, capabilities, and solution platforms
Tie our strong brand to bigger cross portfolio issues vs. products / services alone
To accelerate growth in emerging markets
Leverage GE in emerging and growth markets where the brand is not as strong
3 8/28/2012
Whats Required
Leverage the GE brand / capitalize on our brand scale Communicate what we are today AND what we want to be in the future
Make things intuitive for customers, governments and stakeholders
Clarify the breadth of our portfolio for existing and emerging customers
Make a long-term commitment to a go-to-market strategy
4 8/28/2012
Leverage the GE brand
Customers consider only GE as the brand The strength of our brand puts us into customers considering set Need intuitive structure to influence government policy
The balance of the portfolio is shifting: Highly diversified offers/multi-dimensional Products/One dimensional Equipment Equipment Services Technology Cross BU
Need a brand structure that gives the most strategic offers the best shot at thriving in the market
Need to give visibility to key offerings, especially in growth markets
Portfolio diversity is key to overcoming energy challenges
5 8/28/2012
Simplifying the Brand
Master brand Sector
GE
Energy
Businesses
Oil & Gas
Drilling & Production Refinery & Petrochemical LNG & Pipeline Industrial Power Generation
Power & Water
Gas Turbines Steam Turbines Generators Aeroderivative Gas Turbines Gas Engines Cleaner Coal Gasification Solar Technologies Renewables Power Generation Water & Process Technologies
Energy Services
Transmission & Distribution Optimization & Control Environmental Services Parts & Repair
Contractual Services
Power Services Industrial
Solutions
Pipeline Solutions Global Services
6 8/28/2012
Simplifying the Brand
Infrastructure not intuitive descriptor customer validated Simplifies breadth of portfolio drives Energy equity Flexible allows for long-term investment Does not overly disrupt commercial activity
Cross Portfolio offerings Single Biz offerings
GE Energy
GE Oil & Gas
GE Power & Water
Image
Image
GE Energy Services
Image
Cycling & peak power solutions
Integrated Compressor Line Image Co-generation solutions
Oil & Gas
Power & Water
Energy Services
Co-generation solutions
Reinforces portfolio clarity
7 8/28/2012
Architecture
Communications that address multiple P&Ls will use GE Energy
Communications that address individual P&Ls may use an endorsed business name Only approved solution platforms may be used
GE Energy businesses
GE Energy
GE Energy Services
Use the overall business name for multiple P&L communications
GE Oil & Gas
Use the appropriate P&L name for business-specific communications
GE Power & Water
Use the appropriate P&L name with a solution platform for offerings
GE Energy
GE Energy Services GE Oil & Gas GE Power & Water
GE Energy Services Optimization & Control GE Oil & Gas Pipeline Solutions GE Power & Water Gasification
The default choice is GE Energy
With every communication piece, consider audience, shelf life, and business cross-over
8 8/28/2012
Solution Platforms
These lists represent the approved solution platforms within each of the three GE Energy businesses GE Energy solution platforms follow the overall GE brand expression. This includes typography, color palette, visual style, and layout formats GE Hitachi represents nuclear solution platform Solution platforms are optional
GE Power & Water
Gas Turbines Steam Turbines Generators Aeroderivative Gas Turbines Gas Engines Cleaner Coal Gasification Wind Energy Solar Technologies Renewable Energy Power Generation Water & Process Technologies
GE Energy Services
Transmission & Distribution Optimization and Control Environmental Services Parts & Repairs Contractual Services Power Services Industrial
GE Oil & Gas
Drilling & Production LNG & Pipeline Pipeline Solutions Refinery & Petrochemicals Industrial Power Generation Global Services
9 8/28/2012
