Waste not. Because the world can afford nothing less.
With a history of acquisitions and changes in strategy and leadership, GE Water and Process Technologies struggled to tell its story with confidence and consistency. We saw an opportunity to fill a vision void which was negatively affecting performance and company culture. GE Water needed a fresh brand strategy at a time when cynicism was running deep.
As we move into the uncharted territory of an increasingly water-stressed world, the challenges for water-dependent companies become more and more pressing. We met GE employees around the world who are passionately committed to making sure that their customers’ critical resources – from water, chemicals and equipment to time, talent and money – are maximized; total cost is minimized; and nothing is wasted. Here was an opportunity to truly put a big, bold and audacious brand flag in the ground challenging GE employees to help their customers “waste nothing.”
The strategic direction and brand positioning were strongly embraced by leadership. The rallying cry of “waste nothing” swept through the organization and led to a reimagining of what it means to be a part of GE Water and Process Technologies.