General Electric’s ecomagination program is driving revenues and pushing products, but it’s also a big brand play: The proof is in the kind of products GE is advertising — see these TV ads. Things like jet engines, locomotives, or clean coal — products that have a few, big buyers. But the company took its message to the masses with national ads, a brand-building play. Here’s head honcho Jeff Immelt’s appearance on Charlie Rose shortly after the project launched back in March 2006. And here he is discussing GE’s approach to ecoinnovation at the grand finale of last year’s “C-Suite Strategies” series hosted by Fortune magazine.