GE CMO, Linda Boff, and Global Head of Brand Marketing, Zara Mirza, explain the importance of discovering and amplifying your brand purpose.
In this week’s episode of Scratch, Eric talks to GE CMO, Linda Boff, and Global Head of Brand Marketing, Zara Mirza, about GE’s Purpose Campaign and how discovering and amplifying its brand purpose keeps a global company like GE in touch with its many employees, teams, partners, investors, and customers. Eric’s favorite video to come out of the Purpose Campaign is the brilliantly produced Employee Takeover by Chief Test Pilot, Jon Ohman, which you can watch here. Not only is it fun and informative, but it beautifully showcases the brand purpose - “We rise to the challenge of building a world that works” - through the lens of one employee in a way that recasts the immense scope of the company’s mission to a very human, very compelling scale.
As promised, here are some links to keep the conversation going:
In this week’s chat with an organization doing good in the industry, Eric speaks to Co-Founder and CEO, Molly Johnson-Jones of Flexa, a start up seeking to bring total transparency to those looking for flexible roles and allows businesses to verify their ability to offer flexible working to their employees. Flexible working is the new frontier, one that Rival practices and preaches. Check out how Flexa makes a difference at https://flexa.careers .