GE Consumer & Industrial is a $13 billion business unit that includes appliances, lighting and industrial equipment systems and services. The industrial division provides integrated electrical equipment and systems used to distribute, protect and control energy and equipment at mission-critical facilities such as airports, semiconductor plants and telecommunications switching centers. Sanda is developing an integrated marketing program, including advertising and public relations, to introduce a new brand of switchgear that will be the flagship of GE’s power distribution product line. GE CEO Jeffrey Immelt has designated the new switchgear product as an “Imagination Breakthrough” project because it brings new thinking to a product category that’s been around almost since electricity began powering hospitals and factories.