We Bring Good Things to Life

We Bring Good Things to Life was the primary corporate advertising slogan for the multinational conglomerate General Electric for nearly a quarter-century. Introduced in a major television campaign in 1979, it was designed to unify the company's diverse portfolio under a single, human-centric message. The phrase became one of the most recognizable and enduring slogans in American advertising history, intimately associated with GE's identity during the late 20th century. It was officially retired in 2003 as part of a comprehensive rebranding effort under then-CEO Jeff Immelt.

History and origin

The slogan was developed during a period of significant transformation for General Electric, under the leadership of Chairman Reginald H. Jones. Facing a complex business landscape and increased competition from overseas rivals like Siemens and Mitsubishi, GE sought to streamline its public image. The advertising agency BBDO, which had handled the GE account since the 1920s, was tasked with creating a unifying theme. The resulting campaign, "We Bring Good Things to Life," debuted with a two-minute commercial during the broadcast of the 1979 World Series on NBC. This marked a strategic shift from promoting individual products, such as lightbulbs or jet engines, to emphasizing the corporation's overall benefit to society, aligning with its work in areas like medical imaging with CT scanners and power generation.

Marketing and advertising campaigns

The slogan was propagated through an extensive and consistent multimedia campaign spanning network television, print media, and radio. Iconic commercials often featured emotive, slice-of-life vignettes showing GE technology enhancing everyday experiences, set to memorable music like Pachelbel's Canon. One notable series, "The House That Jack Built," followed a character using GE products to build his dream home. The campaign also included sponsorship of major televised events, including the Olympic Games and NBC Nightly News. The consistent visual and auditory branding, often culminating in the slogan voiced by actor Dick Latessa, created profound top-of-mind awareness, making the phrase synonymous with General Electric's broad technological contributions during the 1980s and 1990s.

Cultural impact and legacy

"We Bring Good Things to Life" transcended advertising to become a part of American popular culture, frequently referenced in television shows like Saturday Night Live and The Simpsons. It shaped public perception of General Electric as an innovative yet trustworthy cornerstone of American industry, a reputation bolstered by the tenure of CEO Jack Welch. The slogan's optimistic, benevolent phrasing resonated during the economic shifts of the Reagan Era and the dot-com bubble. Its longevity and success made it a case study in marketing textbooks and advertising industry analyses, often cited alongside other legendary campaigns like Apple's "Think Different" or De Beers' "A diamond is forever" for its emotional connection with consumers.

Transition to new slogans

The retirement of the slogan was driven by Jeff Immelt's vision to reposition General Electric as a 21st-century "growth company" focused on high-technology infrastructure and financial services. Market research indicated the old slogan, while warm, was perceived as outdated and did not reflect the company's forward-looking direction in areas like renewable energy and aviation. In 2003, after a global review involving agencies like Ogilvy & Mather, GE launched the new tagline "Imagination at work," accompanied by a redesigned logo and a campaign highlighting technological innovation. This shift mirrored broader corporate rebranding trends seen at IBM and Microsoft, aiming to appeal to investors and business clients as much as to consumers.

Criticism and controversies

Despite its popularity, the slogan faced criticism, particularly as General Electric's corporate practices came under scrutiny. Environmental groups like the Sierra Club and Greenpeace challenged the message, citing GE's history with PCB contamination in the Hudson River and its role in nuclear weapons production through its nuclear division. The disconnect between the benevolent slogan and the company's involvement in complex litigation, such as the Honeywell merger attempt blocked by the European Commission, was often highlighted. Furthermore, during the 2008 financial crisis, the near-collapse of GE Capital sparked criticism that the conglomerate had strayed far from the "good things" of industrial manufacturing, leading to a federal bailout and significant restructuring.

Category:Advertising slogans Category:General Electric Category:1979 introductions Category:2003 disestablishments