Inside General Electric's New Slogan, 'Building a World That Works'

CMO Linda Boff on the brand's latest marketing move highlighting its range of services

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Founded in 1892 with a line of incandescent electric lamps for the new era of energy, General Electric has gone through countless transformations as the technological and industrial needs of Americans have changed over the last 128 years.

While it doesn’t look much like the company that Thomas Edison created, it’s still powering fundamental parts of life not just in the United States, but all around the world.

In a campaign that debuted over the weekend, General

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