|

ABB Underscores Focus on Electrification and Automation with New Brand Positioning and Tagline ‘Engineered to Outrun’

October 31, 2024

ABB Underscores Focus on Electrification and Automation with New Brand Positioning and Tagline ‘Engineered to Outrun’

ABB introduces new brand positioning “We help industries outrun – leaner and cleaner” underpinning the next phase of the company’s development as a leader in electrification and automation following its successful transformation period. It articulates what ABB wants to be known for in the minds of its customers. 

The new brand positioning centers around the word “Outrun” and its meaning consists of two parts: Keeping ABB’s partners running consistently at high performance and at the same time helping them constantly run more productively and efficiently so they can outperform. “Leaner” stands for ABB’s global leadership role in automation, improving the productivity and efficiency of every industry’s critical day-to-day operations.

“Cleaner” represents the company’s leadership in electrification, decarbonizing the world’s most essential industries. The company’s new tagline will be ‘Engineered to Outrun’ which replaces “Let’s write the future. Together”. The new brand positioning is in line with the company’s existing purpose of enabling a more sustainable and resource-efficient future with its technology leadership in electrification and automation and its decentralized operating model. 

The way ABB expresses itself visually is also being adjusted to reflect the new positioning and be more distinctive. The iconic ABB logo stays. 

Morten Wierod, ABB’s Chief Executive Officer, said: “I’m proud to be launching our new brand positioning and tagline today as we have entered a new phase for ABB with higher growth ambitions and the ABB Way firmly established across our organization. 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’.”

As part of the development of the new brand positioning, research found that purchase consideration for ABB is very high, meaning that increasing brand familiarity represents a significant commercial opportunity. The new positioning has been developed in the spirit of the decentralized ABB operating model, by an extended team including corporate, business areas and divisions and customers.


ABB’s new brand positioning is explained further here

Source

Related Story

ABB opens new $100 million campus in Wisconsin

ABB has began the phased opening of a new $100 million campus in New Berlin, Wisconsin to increase U.S. production capacity of industrial electric drives and service to fully meet Build America Buy America Act (BABAA) requirements. The company employees, elected officials, education leaders, and media gathered for a ribbon cutting event to mark the first phase opening of the campus.

Related Articles


Latest Articles

  • Small Town Infrastructure is Being Retrofitted, Federal Funding Helps Drive This Change

    September 9, 2025 By Krystie Johnston Municipalities across Canada are tackling climate change. From big cities to small towns, every action counts. Densely populated metropolitan areas are usually the first places that experience infrastructure upgrades to public buildings and structures because they need to support the increased demands of a growing population. But small towns… Read More…

  • Bossard is Scaling Front Line Flexibility

    September , 2025 Experience Smart Factory Solutions that Adapt to Your Operators’ Needs at FABTECH 2025 By Krystie Johnston Bossard is bringing the future of assembly and inventory management to FABTECH 2025 from September 8 – 11. Visit them at Booth #B13000, at the North Hall in the Automation Pavilion at McCormick Place in Chicago… Read More…


Featured Article

Revolutionizing Material Movement with Autonomous Mobile Robots

Revolutionizing Material Movement with Autonomous Mobile Robots

In today’s fast-paced manufacturing and logistics industries, the need for efficient and flexible material movement solutions has never been greater. Traditional methods like conveyor systems, forklifts, and manual pushcarts have served us well, but they come with limitations.

That’s why Omron is thrilled to announce the launch of their game-changing MD Series of Autonomous Mobile Robots (AMRs). Read more


Products

  • WAGO Expands 750 Series with New Functional Safety I/O Modules

    September 12, 2025 WAGO Expands 750 Series with New Functional Safety I/O Modules WAGO is introducing three functional safety I/O modules to be used with WAGO’s PFC controllers. These new 750 Series modules have four safe inputs along with either two safe outputs at 10 A/24 VDC, or four safe outputs at 2 A/24 VDC… Read More…

  • First Controllers in Trio’s Motion-PLC Range Simplify the Design of Stand-Alone Machines

    September 10, 2025 Trio Motion Technology has launched the first controllers from its new Motion-PLC range, designed to provide advanced motion control performance with the functionality and simplicity of a PLC. The new class of controller combines high-performance motion control over EtherCAT plus logic and I/O expansion, enabling faster, simpler machine development. The first models in… Read More…