ABB's New Brand: 'Engineered to Outrun'

ABB unveils its new brand positioning 'Engineered to Outrun', aimed at enhancing its leadership in electrification and automation. This strategy focuses on improving high-performance and efficient operations while emphasizing sustainability. The initiative represents ABB’s commitment to outpace its industry rivals through innovation and efficient processes.

In a significant move, ABB, a leader in electrification and automation, has launched its new brand positioning: 'Engineered to Outrun'. This shift marks a fresh phase in the company's journey, focusing on helping industries achieve higher levels of productivity and efficiency while maintaining sustainable operations.

The brand's core message revolves around the concept of 'outrunning', symbolizing both high-performance consistency and the drive for enhanced productivity. With 'Leaner', ABB aims to optimize automation, elevating the critical operational efficiency across industries. Meanwhile, 'Cleaner' signifies the company's commitment to decarbonization, reinforcing its leading role in electrification.

ABB's CEO, Morten Wierod, emphasized the new positioning's goal to boost commercial performance and attract talent, underpinning the company's ambition for growth. Retaining its iconic logo, ABB's refreshed visual expression echoes the new brand ethos. Research indicates strong purchase consideration for ABB, presenting a lucrative opportunity to elevate brand recognition within its decentralized framework.

(With inputs from agencies.)