THE CHALLENGE
GE wanted to become even more agile and reliable for customers. To keep power generation systems humming reliably and efficiently, plant operators depend on expert outsourced field service teams—mobile, onsite engineers and technicians with the specialized know-how to install, service, upgrade and optimize this vital infrastructure. GE was planning the launch of a new independent company—creating a global field services powerhouse that would combine the field services arm of GE Power Services with the company’s wholly owned field services execution company, Granite Services. To meet an accelerated launch date, GE needed all the parts in place: a company name, a brand identity, a website and a set of carefully crafted launch materials to communicate the details and advantages of the new company to customers—while inspiring confidence and buy-in from its new employees.
THE INSIGHT
The discovery process revealed that the new company needed to be positioned as a new, better extension of GE, which called for a visual/verbal brand expression that was based on GE elements, yet was recognizably distinct. Guided by the upfront research and brand positioning, scores of potential brand names were developed for the new company. This process ultimately led to a unique name, FieldCore™, that reflects the field-based nature of the work and its core importance to the success of customers.
THE RESULTS
Thanks to careful messaging and an array of internal communications pieces including an inspiring new website, brand launch video, employee presentations and an infographic, employee reaction was overwhelmingly positive. And with a comprehensive brand identity system, FieldCore™ marketers now have a communications framework to take their company’s story to their markets and the world.