ABB Unveils New Brand Positioning
ABB has recently introduced a fresh brand positioning that emphasizes its commitment to helping industries move forward. This new initiative encapsulates the company’s ambitions in the fields of electrification and automation, reinforcing ABB's role as a leader in these sectors. With the tagline 'Engineered to Outrun', ABB aims to define its mission as enabling industries to thrive.
Understanding the Core Message of 'Outrun'
The central concept of ABB's new positioning is the notion of 'Outrun'. This two-fold message emphasizes the importance of sustaining high performance while enhancing productivity and efficiency. 'Leaner' speaks to ABB's strengths in automation, which aims to enhance operational effectiveness in various industries. Meanwhile, 'Cleaner' highlights ABB's leadership in electrification, which is critical for reducing carbon footprints across essential sectors.
Transition from Old to New
ABB’s previous tagline, “Let’s write the future. Together”, has now been replaced. This change signals a shift in focus, aligning with ABB’s existing objective of driving sustainability through technological innovation. Customers can expect to see this new brand philosophy expressed not only in ABB’s communications but also through its visual identity while keeping the iconic ABB logo intact.
Growth Ambitions of ABB
According to Morten Wierod, ABB’s Chief Executive Officer, the company's new brand positioning coincides with a pivotal moment in ABB's trajectory towards greater growth. He expressed pride in launching this brand strategy, which aims to enhance commercial performance and attract talent. This unified approach encompasses a critical commitment to supporting customers in achieving high performance while they move towards more sustainable operations.
Research and Market Consideration
Research conducted during the development of this new branding revealed that ABB enjoys a high level of purchase consideration among potential customers. This finding indicates a substantial opportunity for ABB to increase brand familiarity, which could enhance its market position even further. The brand positioning was carefully crafted through contributions from various corporate sectors, ensuring it reflects the company’s decentralized operating model.
ABB's Commitment to Sustainability
ABB is known globally for its leadership in electrification and automation, which are critical in creating a more sustainable and resource-efficient world. The synergy between engineering expertise and digitalization allows ABB to support industries in achieving optimal performance while enhancing their efficiency and sustainability. This commitment is encapsulated in ABB's new tagline, 'Engineered to Outrun'.
A Legacy of Innovation
With over 140 years of history, ABB’s expertise and workforce of more than 105,000 employees worldwide underscore its status as a global technology leader. The firm is publicly listed on the SIX Swiss Exchange under the ticker ABBN and on Nasdaq Stockholm as ABB. ABB continues to pave the way for future advancements in electrification and automation, driven by a commitment to outperform.
Frequently Asked Questions
What is ABB’s new brand positioning?
ABB’s new brand positioning focuses on helping industries 'outrun' by emphasizing leaner processes and cleaner operations through electrification and automation.
What does the 'Engineered to Outrun' tagline signify?
The tagline represents ABB's commitment to supporting high-performance operations and facilitating productivity and sustainability in industries.
How does this affect ABB’s future growth?
The new brand strategy is designed to enhance ABB's performance and attract talent, positioning the company for greater growth in the electrification and automation sectors.
How does ABB plan to implement this new brand strategy?
ABB will express the new positioning visually and through communication, ensuring that the essence of 'Engineered to Outrun' is reflected in all aspects of the brand.
What is ABB’s history?
ABB has over 140 years of expertise in electrification and automation, with a global workforce committed to sustainable and efficient industrial solutions.
