ABB has unveiled a new brand positioning under the motto: “We help industries outrun – leaner and cleaner,” a message aimed at strengthening the next stage of the company’s growth as a leader in electrification and automation.
The new brand positioning by ABB revolves around the word “Outrun”, which signifies ensuring the company’s partners maintain consistent high performance while helping them operate more productively and efficiently to surpass their goals.
The term “Leaner” highlights ABB‘s global leadership in automation, enhancing productivity and efficiency in daily industrial operations. Meanwhile, “Cleaner” underscores its leadership in electrification, advancing the decarbonization of essential industries worldwide.
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All of this is encapsulated in the new slogan, “Engineered to Outrun,” which replaces “Let’s write the future. Together,” reinforcing ABB’s commitment to a sustainable and resource-efficient future.
From ABB Leadership
Morten Wierod, CEO of ABB, expressed his enthusiasm for the launch of the new brand positioning and slogan:
“I am proud to present this new stage for ABB today, marked by greater growth ambitions and with the ABB Way fully integrated into our organization. This positioning will strengthen both our commercial performance and our ability to attract talent,” he stated.
“It reflects our essence and the reason why we want to be recognized by our customers: we keep them operating at peak performance, help them become more productive and sustainable, so they can surpass their own limits. At ABB, we call it ‘Engineered to Outrun’,” he added.
Finally, to develop the new brand positioning, ABB conducted research that revealed a key insight: the company’s purchase consideration is very high, indicating that increasing brand familiarity represents a valuable commercial opportunity.
