By Minda Smiley

For the past few years, GE has been striving to brand itself as a company whose digital chops are just as strong as the machines it manufactures.

Linda Boff, who has served as GE’s chief marketing officer for nearly two years, has helped spearhead the 125-year-old company’s new vision via a marketing strategy that relies heavily on experimentation and a willingness to be first on emerging media platforms.

While GE still sometimes relies on more “traditional” mediums like television to spread its message, the company is fond of experimenting with new ways to tell its story. In the past year Read full story ›

Source: The Drum