5. Linda Boff, GE, talks about brand relevancy

So as we think about brand relevancy, which is incredibly important to a company that's 135 years old: How do you stay relevant, how do you stay relevant and current today? We find that content is a way that, it's kind of our secret weapon, if you will, and as a brand that understands itself, that feels a great sort of mission passion around what we do, using technology to have an impact and health and energy and transportation, we find that we can actually move brand sentiment and be incredibly relevant by telling our story our way, and that's leaning very hard into the best kind of content tools that are out there, and sometimes that's longform, sometimes that's video, sometimes it's animated gifs, sometimes it's 6 second videos, and sometimes it's much, much longer. But content affords us the opportunity to, as a sort of venerable brand, to be accessible, to be human, to be relevant, and to do it in a tonality that feels like us--we know our brand so well, so we try hard to translate that in ways that will appeal to others.