Summary
Building compelling storylines is within the reach of most B2B companies, but it requires the agility to act in the moment and a willingness to take risks. Even before the onset of the COVID-19 crisis in early 2020, GE Healthcare knew it wanted to add more emotionally resonant stories to its portfolio. This case study describes how a small and agile sales and marketing team of GE Healthcare marketers and managers used storytelling capabilities to address the publicized brand opportunities and challenges posed by the COVID-19 global pandemic effectively.
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