7.02 Tone of Voice: Optimistic, Precise and Simple optimistic A sense of optimism is central to our brand expression, and that sensibility leads to imaginative and innovative communications. Our media should reflect an optimistic, unpretentious spirit, Headlines and demonstrate that we deliver on what we can imagine. Use headlines that communicate the benefit clearly and specifically, noting product or service capabilities. Make them inventive, using wit to evoke the desired response. precise When possible, let the headline reveal something new or unexpected about GE. Precision is a dimension that reflects our engineering heritage and adherence to the principles of Six Sigma. Throughout our communications, avoid jargon, unsubstantiated claims and verbose descriptions. Use clear, specific language and imagery that are appropriate for the application. simple Simplicity in our communications results in impact. It means presenting complex services and products in the clearest way we can. B2B Print Advertising Version 1.0