ABB highlights focus on electrification and automation with new brand positioning
The company says the rebrand articulates what ABB wants to be known for in the minds of its customers.
November 4, 2024 | By MRO Magazine
ABB has announced new brand positioning, “We help industries outrun – leaner and cleaner,” aiming to underpin the next phase of the company’s development in electrification and automation following its successful transformation period.
In a recent press release, the company says the rebrand articulates what ABB wants to be known for in the minds of its customers. It centres around the word “Outrun” and its meaning consists of two parts: Keeping ABB’s partners running consistently at high performance and at the same time helping them constantly run more productively and efficiently so they can outperform.
“Leaner” stands for ABB’s global role in automation, helping to improve the productivity and efficiency of day-to-day operations. “Cleaner” represents the company’s leadership in electrification and decarbonization. ABB’s new tagline will be ‘Engineered to Outrun’ which re-places “Let’s write the future. Together”. ABB says this aligns with the company’s existing purpose of enabling a more sustainable and resource-efficient future with its technology in electrification and automation and its decentralized operating model.
Morten Wierod, ABB’s Chief Executive Officer, said: “I’m 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 ‘Engineered to Outrun’.”