ABB’s New Brand Positioning: A Vision for the Future

ABB’s New Brand Positioning: A Vision for the Future

ABB has unveiled its new brand positioning, “We help industries outrun – leaner and cleaner.” This strategic shift marks a new phase in ABB’s evolution as a leader in electrification and automation, following a successful transformation. The focus is on what ABB aims to represent in the eyes of its customers.

The Essence of “Outrun”

The term “Outrun” embodies two key aspects. Firstly, it signifies ABB’s commitment to keeping its partners operating consistently at peak performance. Secondly, it emphasizes the company’s role in helping them enhance productivity and efficiency, enabling them to surpass their competition. This dual focus on performance and productivity is critical in today’s fast-paced industrial landscape.

Leaner Operations for Enhanced Efficiency

“Leaner” reflects ABB’s global leadership in automation. The company strives to improve productivity and efficiency in essential day-to-day operations across various industries. By optimizing processes, ABB empowers its customers to achieve their operational goals more effectively, ultimately contributing to a stronger bottom line.

Cleaner Solutions for a Sustainable Future

The term “Cleaner” underscores ABB’s dedication to electrification and its efforts in decarbonizing vital industries. As the world increasingly prioritizes sustainability, ABB is at the forefront, providing solutions that help industries reduce their carbon footprint while maintaining high performance.

New Tagline: Engineered to Outrun

ABB’s new tagline, “Engineered to Outrun,” replaces the previous slogan, “Let’s write the future. Together.” This change aligns with ABB’s purpose of fostering a sustainable, resource-efficient future through its technological leadership. It succinctly captures the company’s mission to empower industries to excel in performance and sustainability.

Visual Identity and Continued Legacy

While ABB’s logo remains unchanged, the visual expression of the brand will be refined to align with the new positioning. This enhancement aims to create a more distinctive and memorable brand identity that resonates with customers and stakeholders alike.

Leadership Insights from Morten Wierod

Morten Wierod, ABB’s CEO, emphasized the significance of the new brand positioning. He stated, “Our positioning will support commercial performance and talent attraction.” By encapsulating ABB’s mission and values, the new brand strategy seeks to strengthen relationships with customers, helping them thrive in an increasingly competitive market.

Commercial Opportunities and Research Findings

Research indicates that ABB enjoys high purchase consideration, suggesting that increased brand familiarity presents a substantial commercial opportunity. This new positioning was developed collaboratively, reflecting ABB’s decentralized operating model, ensuring alignment across corporate, business areas, divisions, and customer insights.