According to a report in the New York Times, General Electric will unveil its new theme this Sunday. It will be introduced via an advertising campaign created by BBDO Worldwide's New York office, which is part of the Omnicom Group.
One of the television spots focuses on the company's aviation products, and starts with the Wright Brother's first flight, only for the plane to morph into a modern jet. Another demonstrates a medical patient file delivery system, which it likens to a clerk who can find files in a huge chaotic room.
The commercials end with shots of the products and logos that are part of the General Electric company, and with the famous GE logo, which is affectionately known as "the meatball".
The change in slogan comes because its current slogan "bring good things to life" is mostly identified with the company's electronics products -- an area that now generates only around 7% of revenue for the conglomerate.
The shift follows the appointment of Judy Hu as general manager for corporate advertising and marketing communications. She joined from General Motors last year.
General Electric owns numerous manufacturing businesses and financial services companies as well as the television network NBC. It was recently named as one of the two most valuable corporate brands in the world along with Microsoft.
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