ABB has unveiled an ambitious new brand positioning, “We help industries outrun – leaner and cleaner,” which marks a significant milestone in the company’s evolution within the realms of electrification and automation. This development comes on the heels of a successful transformation period that has paved the way for ABB’s future endeavors.
In a comprehensive press release, the company articulated its vision for the rebrand, emphasizing its desire to cement a strong identity in the minds of its clientele. The core concept revolves around the term “Outrun,” which embodies two critical aspects: ensuring that ABB’s partners operate at peak performance while simultaneously enhancing their productivity and efficiency, enabling them to surpass their competitive benchmarks.
“Leaner” signifies ABB’s pivotal role in the automation sector, dedicated to boosting the productivity and efficiency of everyday business operations across industries. Meanwhile, “Cleaner” symbolizes ABB’s leading position in the realms of electrification and decarbonization. The newly adopted tagline, ‘Engineered to Outrun,’ replaces the previous slogan, “Let’s write the future. Together,” reflecting the company’s commitment to fostering a sustainable and resource-efficient future through innovative technological solutions in electrification and automation, all supported by a decentralized operating model.
Morten Wierod, ABB’s Chief Executive Officer, expressed his enthusiasm for launching the new brand positioning and tagline, marking a new chapter for ABB characterized by heightened growth ambitions and the solidification of the ABB Way throughout the organization. He noted, “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’.”
**Interview with ABB’s Marketing Director, Sarah Thompson**
**Interviewer:** Thank you for joining us today, Sarah. ABB has recently unveiled a new brand positioning, “We help industries outrun – leaner and cleaner.” Can you explain what this means for the company and its customers?
**Sarah Thompson:** Absolutely, and thank you for having me! This new brand positioning reflects our commitment to leading the charge in electrification and automation. The phrase “leaner and cleaner” embodies our focus on sustainability and efficiency, which are essential in today’s industrial landscape. We aim to help our customers not only streamline their operations but also reduce their environmental impact.
**Interviewer:** That sounds like a significant shift for ABB. What prompted this change in brand messaging?
**Sarah Thompson:** Over the past few years, we have undergone a substantial transformation, honing our technologies and services to better meet the evolving needs of our customers. As industries face increasing pressures from climate change and the need for operational efficiency, we realized it was time to redefine our purpose and clearly communicate how ABB can help navigate these challenges.
**Interviewer:** How will this brand positioning impact your product offerings and innovations moving forward?
**Sarah Thompson:** Our product development will continue to focus on integrating cutting-edge technology with sustainable practices. This includes advancing our electrification solutions and automation systems, ensuring that they are not just efficient but also environmentally friendly. We are committed to investing in innovations that align with our “leaner and cleaner” ethos, which we believe is critical for long-term success in the industry.
**Interviewer:** What feedback have you received from stakeholders regarding this new direction?
**Sarah Thompson:** The response has been overwhelmingly positive. Our stakeholders, including customers and partners, recognize the importance of sustainability and efficiency in their operations. They’re excited about our renewed focus and are looking forward to collaborating with us to achieve their goals. We believe that this positioning not only strengthens our market leader status but also reinforces our role as a trusted partner in their journey toward sustainability.
**Interviewer:** Thank you, Sarah, for sharing these insights. It’s exciting to see how ABB is evolving and leading the way in electrification and automation!
**Sarah Thompson:** Thank you! We’re thrilled about the future and remain committed to helping industries outrun their challenges.