七妹导航

ABB introduces new brand positioning 鈥淲e help industries outrun 鈥� leaner and cleaner鈥� underpinning the next phase of the company鈥檚 development as a leader in electrification and automation following its successful transformation period. It articulates what ABB wants to be known for in the minds of its customers. 

The new brand positioning centers around the word 鈥淥utrun鈥� and its meaning consists of two parts: Keeping ABB鈥檚 partners running consistently at high performance and at the same time helping them constantly run more productively and efficiently so they can outperform. 鈥淟eaner鈥� stands for ABB鈥檚 global leadership role in automation, improving the productivity and efficiency of every industry鈥檚 critical day-to-day operation. 鈥淐leaner鈥� represents the company鈥檚 leadership in electrification, decarbonizing the world鈥檚 most essential industries. ABB鈥檚 new tagline will be 鈥楨ngineered to Outrun鈥� which replaces 鈥淟et鈥檚 write the future. Together鈥�. The new brand positioning is in line with ABB鈥檚 existing purpose of enabling a more sustainable and resource-efficient future with its technology leadership in electrification and automation and its decentralized operating model. 

The way ABB expresses itself visually is also being adjusted to reflect the new positioning and be more distinctive. The iconic ABB logo stays. 

Morten Wierod, ABB鈥檚 Chief Executive Officer, said: 鈥淚鈥檓 proud to be launching our new brand positioning and tagline today as we have entered a new phase for ABB with higher growth ambitions and the ABB Way firmly established across our organization. Our positioning will support commercial performance and talent attraction. It sums up who we are and what we want to be known for by our customers: We keep them running at high performance, helping them become more productive and more sustainable, so they can outperform. At ABB, we call this 鈥楨ngineered to Outrun鈥�.鈥�

As part of the development of the new brand positioning, research found that purchase consideration for ABB is very high, meaning that increasing brand familiarity represents a significant commercial opportunity. The new positioning has been developed in the spirit of the decentralized ABB operating model, by an extended team including corporate, business areas and divisions and customers.

ABB鈥檚 new brand positioning is explained further here: go.abb/outrun