Case Study: GE’s Access Distribution
Re-branding a Distribution Giant


Challenge: In late 2004, General Electric launched a global re-branding effort to simplify GE to the outside world. This process entailed consolidating all of its businesses under the company’s top 11 markets. During this endeavor, GE created new branding guidelines to give the company a new "look and feel" and to more clearly identify each business within the company. The new branding would ultimately strengthen the GE brand. For GE Access, this meant removing the name GE from its go-to-market name and changing it to Access Distribution. The problem was, the company had been known as GE Access for 10 years and it would be difficult to conduct business without the GE name because the company relied heavily on the strength and power of the GE brand. The company was also concerned that the re-brand would be viewed as negative and suggestions that the company was on the block to be sold at the time could create a mass exodus of employees, partners and customers.

Strategy: PR played a significant role in the re-branding effort as there was a need to communicate the new change in a positive light and avoid speculation that the company was being sold by GE. 104 West was brought under a highly confidential NDA that included only 10 people at the time. We conducted in-depth planning and preparation for the re-brand campaign from developing the messaging and delivery mechanisms to creating FAQs. We worked closely with internal communications representatives to coordinate announcements, drafted the CEO’s letter to customers and partners, met with key stakeholders in advance of the announcement to get buy-in, and managed the external roll-out. 104 West was also asked to serve on the re-branding task force to be on the front line of inbound questions from all constituents.

In addition, 104 West was asked to represent GE Access at a corporate Branding Workshop at headquarters where we worked closely with other GE communications representatives to ensure a coherent roll-out of the new GE brand. While at the event, 104 West was asked to deliver a presentation on “Leveraging Trade Press and PR Activities” to help the other businesses inside GE become more educated on how to effectively utilize PR.

Once Access Distribution was ready to debut its new name, 104 West orchestrated a highly coordinated PR program, which included, among other things, strategic media and analyst interviews with its top trade publications to explain the rationale behind the re-branding effort.

Results: Access Distribution’s new brand was rolled out with the highest accolades from GE corporate. The campaign deployed was leveraged across many other businesses in the GE structure and was used as a model for others to follow. The press coverage of the re-brand effort successfully positioned the company in a positive light and largely avoided the negative speculation that the company was on the block to be sold. In addition, feedback suggested that customers, partners and employees had a positive and full understanding of the rationale behind the effort and how it impacted them moving forward. Access Distribution’s business continued on its growth path and the re-brand effort ultimately became a high-point for the company.