Kristin Fallon is the Head of Corporate Brand & Digital Marketing for GE Healthcare, where she is responsible for the company’s brand position, content, media, and channels. She is currently leading the company’s rebrand as part of its planned spin-off. Throughout her career, Kristin has helped non-profits and the private sector meaningfully engage with stakeholders and grow market share—working with start-ups to a giant like GE, as well as international development organizations from NGOs to the UN and World Bank.  Today we discuss the intersection of brand, culture, and strategy at this important juncture for GE Healthcare.