GE is making big moves these days. It’s shedding its financial services and consumer appliance divisions, and remaking itself around its industrial and innovation-driven core. This is important news for marketers, as GE’s reinvention is as much a brand as business story. GE leveraged its 124-year heritage as Thomas Edison’s company when plotting its strategic course. And it is leaning hard on its brand and marketing to make sure the world understands the shift it’s making. 
I recently interviewed Linda Boff, GE’s CMO, for The Unconventionals podcast. B2B marketers can learn a lot from watching the bets GE is placing. Here are the five top takeaways from our conversation:

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