ABB Races Ahead with New Brand Positioning: "Engineered to Outrun"

A Faster, Greener Future

ABB, a global technology leader in electrification and automation, has unveiled a new brand positioning and tagline: "Engineered to Outrun." This bold declaration signals a new chapter in the company's journey, one characterized by a relentless pursuit of innovation and a steadfast commitment to sustainability.

What Does "Engineered to Outrun" Mean?

At the heart of ABB's new brand identity is the concept of outperforming. This doesn't simply mean going faster; it signifies a holistic approach to helping industries achieve more with less. The "outrun" philosophy is two-fold:

• Leaner Operations: ABB is committed to driving productivity and efficiency through automation. By streamlining processes and optimizing operations, ABB empowers businesses to do more with fewer resources.
• Cleaner Future: ABB is at the forefront of electrification, working to decarbonize industries and reduce environmental impact. With a focus on renewable energy integration and energy-efficient solutions, ABB is helping to build a more sustainable future.

A New Positioning for a New Era

ABB's new brand positioning aligns perfectly with the company's decentralized operating model, which fosters innovation and agility. By empowering local teams to respond to the unique needs of their markets, ABB is able to deliver more tailored and effective solutions.

Morten Wierod, ABB's CEO, expressed his enthusiasm for the new brand positioning, stating, "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."

A Data-Driven Approach

ABB's decision to adopt this new positioning was informed by extensive market research. The findings revealed a strong foundation of brand trust and a significant opportunity to further increase market share. By emphasizing the company's commitment to electrification, automation, and sustainability, ABB is poised to capitalize on growing market demand for these solutions.

Visual Identity

To complement the new positioning, ABB has refined its visual identity while retaining its iconic logo. The updated visual elements reflect the company's dynamic and forward-thinking nature.

In conclusion, ABB's new brand positioning, "Engineered to Outrun," is a powerful statement of intent. By focusing on electrification and automation, ABB is well-positioned to drive the transition to a more sustainable future.