I’ve worked on branding projects for companies that have a diverse product offering, and it’s a real challenge to come up with a way to bring everything together under one succinct tagline that has any meaning.
That’s why I’ve liked GE for some time. They came out with their “Imagination at Work” tagline, and it’s done a great job of describing the proposition of the GE brand. This video is a pretty recent brand awareness spot that explains the GE brand in the simplest of terms.