ABB's Bold New Brand Identity: 'Engineered to Outrun'

ABB has unveiled a new brand positioning, 'Engineered to Outrun', reflecting its focus on electrification and automation. This move emphasizes ABB's commitment to helping industries increase productivity and sustainability, aligning with its decentralized operating model. The rebranding aims to boost commercial performance and talent attraction.

Bengaluru, India – ABB has announced a fresh brand positioning under the tagline 'Engineered to Outrun', showcasing its leadership in electrification and automation. The rebranding is a strategic effort to support ABB's aspiration for higher growth and reinforce its identity in the minds of its customers.

This new positioning revolves around the term 'Outrun', emphasizing ABB's mission to enhance partner performance and efficiency, empowering them to outperform competitors. With 'Leaner' depicting automation leadership and 'Cleaner' signifying decarbonization efforts, ABB aims to contribute to a sustainable and resource-efficient future.

ABB's iconic logo remains, but its visual representation is being updated to reflect the brand's evolution. CEO Morten Wierod expressed confidence in this rebranding strategy to drive commercial success and attract top-tier talent, viewing it as a pivotal moment in ABB's growth trajectory.

(With inputs from agencies.)