GE Brand Expression Guidelines, Direct Response

Page: 13 / 119

Direct Response Communications
Version 2.0
Page 13
1.05 Brand Architecture: Understanding the Architecture
(continued)
In the past, many Businesses have promoted and sold their
Solution Platforms as part of the GE Brand architecture, e.g.,
“GE Perfect Getaways” or “GE Polymershapes”. Under our new
brand architecture, these names must be conveyed in Level
4 without the lock-up to “GE”. However, it is known that DR
marketers must balance acknowledgement and growth of the
primary GE Brand with existing sales targets and expected results
from sub-businesses, sub-brands or product solutions already
known to customers.
Therefore, on the front side of direct response applications, you
have the fl exibility of promoting the sub-business, sub-brand
or Solution Platform at the Level 4 architecture level without
the traditional architecture lock-up. This should be done along
with elements that further describe or illustrate the off er in an
inspirational and contemporary way. Sub-businesses, sub-brands
or Solution Platforms are always “brought to you by GE” or “by GE”
and should always be communicated as such to ensure the target
can associate GE to the off er. Under these circumstances, the
proper brand architecture must then be displayed appropriately
on the back side of the component.
imagination at work
tough
virtually
unbreakable
www.gelexan.com
* Trademark of General Electric Company
Lexan
*
polycarbonate
made with
skylights
GE
Plastics
Polymershapes
imagination at work
Sky Light
Polymershapes by GE
Use of old brand architecture guidelines. New Level 4 brand architecture creatively conveys the Solution Platform.
GE brand architecture lock-up is moved to the back side of the piece.