ABB has unveiled a new brand positioning, “We help industries outrun – leaner and cleaner,” marking a pivotal development in its evolution as a frontrunner in electrification and automation after a successful transformation phase. This positioning clarifies ABB’s identity and aspirations in the eyes of its customers.
The term “Outrun” reflects two key concepts: ensuring that ABB’s partners operate with consistent high performance while also enhancing their productivity and efficiency to surpass their competition. “Leaner” emphasizes ABB’s global leadership in automation, which boosts the productivity and efficiency of critical daily operations across various industries.
“Cleaner” signifies the company’s commitment to electrification and decarbonizing essential industries worldwide. The new tagline, ‘Engineered to Outrun,’ replaces the previous slogan “Let’s write the future. Together,” and aligns with it’s mission to promote a sustainable and resource-efficient future through its technological advancements in electrification and automation, along with its decentralized operational model. it’s visual identity will also evolve to align with this new positioning while maintaining its recognizable logo.
Morten Wierod, ABB’s CEO, expressed pride in launching the new brand strategy, highlighting ABB’s aspirations for growth and the establishment of the ABB Way across the organization. He stated that this positioning will enhance commercial performance and attract talent.
It encapsulates it’s commitment to keeping customers operating at high performance while fostering productivity and sustainability, allowing them to outperform their competitors. This philosophy is encapsulated in the phrase ‘Engineered to Outrun.’
Research during the development of this new brand positioning revealed that it has a strong purchase consideration among customers, indicating a significant opportunity for increased brand recognition. The new strategy was crafted collaboratively by a diverse team comprising corporate members, business areas, divisions, and customers, reflecting it’s decentralized operational structure.
With a rich history spanning over 140 years and a workforce of more than 105,000 employees globally, ABB stands as a technology leader in electrification and automation. By integrating its engineering expertise with digitalization, it empowers industries to achieve high performance while enhancing their efficiency and sustainability, enabling them to outperform their competition.
