ABB renews focus on electrification and automation with new tagline

ABB, a global leader in electrification and automation technology, has come out with a new tagline, 'Engineered to Outrun,' as part of its efforts to reposition itself in the areas of dominance.

ABB is already among the top 10 in the global market for energy-efficient devices, but ranks below LG Electronics, Panasonic Corporation, and Schneider Electric.

The top ten companies together accounted for 16.55 per cent share of the global market for energy-efficient devices in 2023.

By refocusing on electrification and automation technology with a new brand positioning, `We help industries outrun – leaner and cleaner’, ABB is charting the next phase of its growth.

ABB seems to use the word `Outrun’ to mean that it helps partners and customers keep running consistently and achieve high performance levels. It could also mean helping them to run more productively and efficiently so they can outperform.

‘Engineered to Outrun’, replaces the earlier tagline `Let’s write the future. Together’ and aims to position itself as an enabler of a more sustainable and resource-efficient future.

With the new tag line and brand positioning, ABB is looking to better its commercial performance across segments while also attracting talent, says CEO Morten Wierod.

As ABB puts it, the new branding strategy is in line with policy of decentralised operation with a diversified business divisions and customers.

ABB is already among the top 10 in the global market for energy-efficient devices, but ranks below LG Electronics, Panasonic Corporation, and Schneider Electric.

The top ten companies accounted for 16.55 per cent share of the global marker for energy-efficient devices in 2023.