GE Brand Expression Guidelines Direct Response page 7

1.01 Brand Architecture: Overview
We have evolved the way we do business.
We have moved toward a more fluid, broad-based
offer designed with our customers in mind. The brand
architecture is designed to accommodate this shift.
DR marketers will have opportunities to convey and
promote Solution Platforms or products within the
architecture.
It is simple, flexible and focuses on making GE easier
for the outside world to understand.
Direct Response Communications
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