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What is the strategy for taking a legacy brand and making it relevant for a digital audience?
The changing role and expectations of consumers in the digital age put a great importance on brand transparency. A strong brand identity in the digital age therefore requires the ability to bring internal change and external marketing together. Linda Boff, Chief Marketing Officer of GE and Allan Murray, editor of Fortune, discuss the importance of brand communication, content marketing and storytelling on the basis of GE’s strategy to become a digital industrial company.