How to Scale Your Brand Purpose with Linda Boff and Zara Mirza of GE

In this week’s episode of Scratch, Eric talks to GE CMO, Linda Boff, and Global Head of Brand Marketing, Zara Mirza, about GE’s Purpose Campaign and how discovering and amplifying its brand purpose keeps a global company like GE in touch with its many employees, teams, partners, investors, and customers. Eric’s favorite video to come out of the Purpose Campaign is the brilliantly produced Employee Takeover by Chief Test Pilot, Jon Ohman, which you can watch here. Not only is it fun and informative, but it beautifully showcases the brand purpose - “We rise to the challenge of building a world that works” - through the lens of one employee in a way that recasts the immense scope of the company’s mission to a very human, very compelling scale. 

As promised, here are some links to keep the conversation going: 

• Here’s Linda’s truly delightful interview with The Future of Storytelling, in which she outlines her 8 Mantras of Branding.
• Zara mentioned GE’s just-launched campaign, Next Engineers, which is committed to increasing diversity in young engineers.

In this week’s chat with an organization doing good in the industry, Eric speaks to Co-Founder and CEO, Molly Johnson-Jones of Flexa, a start up seeking to bring total transparency to those looking for flexible roles and allows businesses to verify their ability to offer flexible working to their employees. Flexible working is the new frontier, one that Rival practices and preaches. Check out how Flexa makes a difference at https://flexa.careers . 

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024