Ola Jachtorowicz

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Build It, Code It, Test It, Film It: Industrial Content Marketing

Posted by Ola Jachtorowicz on May 12, 2016 1:03:26 PM

When you think of General Electric, what enters your mind? The shine of a lightbulb? The high torque density of laminated salient pole rotors? Or a glowing, hopeful feeling about the ingenuity of the human mind?

If it’s the third option, you’ve been touched by GE’s brand halo. Perhaps a visual even appeared as the halo did its work: pristine wind turbines or young engineers literally catching lightning in a bottle.

Traditionally, the brand halo effect describes how a positive experience with one product can increase purchases of unrelated products from the same brand. Apple is a classic example. The 2005 success of the iPod led to a 27% increase in Apple computer, software, and service sales, despite marketing focusing on the iPod alone.

Here’s the thing: it’s no longer necessary to purchase a product for the brand halo to work its magic, and industrial companies should pay attention. In the price-sensitive and cut-throat markets in which many industrial companies compete, a positive brand halo could be the difference between being a leader and a laggard.

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Topics: Brand Insights, Innovation, Manufacturing/Industrial, Competitive Strategy

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