Drew Neisser: Why GE's Marketing Is More Innovative Than Most
While innovation tends to be slower-paced for larger companies, the CEO of Renegade explains why one company is the exception.
In the sea of innovation, small brands are speedboats and big brands are typically aircraft carriers. Small brands have to pivot quickly out of necessity, but this also means they can race laps around bigger brands, finding fresh solutions to customer problems with fewer naysayers in the way. Big brands, on the other hand, require the cooperation of a large crew to change course even a few degrees. For them, innovation is a truly triumph over institutional inertia.
As one of the largest corporations in the world, GE should maneuver only as quickly as the ocean’s biggest vessels. But from a marketing perspective, GE has been on the forefront of digital innovations for the last decade, proving itself more agile than many smaller companies. This year, GE has opened its patent portfolio to the online inventor community, launched the highly-engaging #6SecondScience Fair program on Vine and Tumblr and continues to engage consumers young and old with the engineering principles at the company’s core—in fun and fresh ways.