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GE Brand Arquitecture presentation
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GE Energy Brand Architecture
Manager Overview
GE Energy
204/11/23
Current State …• As an Energy Infrastructure business we don’t 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 confusion……sub-optimizes our ability to sell across the portfolio and achieve higher levels of growth
=• Customer segments
• How customers purchase
• How we want to sell
GE
Energy
Oil & GasPower & Water Energy
Services
Equipment Services
Consumables
ServicesSolutions
Equipment
Services
304/11/23
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
404/11/23
What’s Required…
Make a long-term commitment to a go-to-market strategy
Leverage the GE brand / capitalize on our brand
scale
Clarify the breadth of our portfolio for existing and
emerging customers
Make things intuitive for customers, governments
and stakeholders
Communicate what we are today AND what we want to
be in the future
504/11/23
• The balance of the portfolio is shifting:
• 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
Equipment Equipment Services Technology Cross BU
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
Highly diversified offers/multi-dimensionalProducts/One dimensional
Portfolio diversity is key to overcoming energy challenges
604/11/23
Simplifying the BrandMaster brand GE
Sector Energy
Businesses Oil & Gas Power & Water Energy Services
Solutions
•Drilling & Production
•Refinery & Petrochemical
•LNG & Pipeline
•Industrial Power Generation
• Pipeline Solutions
•Global Services
• Gas Turbines
• Steam Turbines
• Generators
• Aeroderivative Gas Turbines
• Gas Engines
• Cleaner Coal
• Gasification
• Solar Technologies
• Renewables
• Power Generation
• Water & Process Technologies
•Transmission & Distribution
•Optimization & Control
•Environmental Services
•Parts & Repair
•Contractual Services
•Power Services
•Industrial
704/11/23
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
Cycling & peak power solutions ……
Image
Oil & Gas Power & Water Energy Services
GE Energy
Integrated Compressor Line ……
GE Oil & Gas
Image
Co-generation solutions ……
GE Power & Water
Image
Co-generation solutions ……
GE Energy Services
Image
Cross Portfolio offerings Single Biz offerings
Reinforces portfolio clarity
804/11/23
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
• The default choice is
GE Energy
• With every communication piece, consider audience, shelf life, and business cross-over
GE Energy businesses
GE Energy
GE Energy Services GE Oil & Gas GE Power & Water
GE Energy GE Energy Services
GE Oil & Gas
GE Power & Water
GE Energy ServicesOptimization & Control
GE Oil & GasPipeline Solutions
GE Power & WaterGasification
Use the overall business name for multiple P&L communications
Use the appropriate P&L name for business-specific communications
Use the appropriate P&L name with a solution platform for offerings
904/11/23
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 & WaterGas 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 ServicesTransmission &
Distribution
Optimization and Control
Environmental Services
Parts & Repairs
Contractual Services
Power Services
Industrial
GE Oil & GasDrilling & Production
LNG & Pipeline
Pipeline Solutions
Refinery & Petrochemicals
Industrial Power Generation
Global Services