ABB Unveils New Brand Positioning and Slogan: "Engineered to Outrun

2024-12-25


Introduction


ABB, a global leader in automation and electrical solutions, has recently unveiled its new brand positioning: “Engineered to Outrun”. This shift marks a significant milestone in ABB's ongoing commitment to helping industries achieve leaner operations, enhance efficiency, and pave the way for a cleaner and more sustainable future. By embracing cutting-edge technology and innovations, ABB is not only leading the charge in automation but also in advancing energy efficiency and decarbonization efforts across various sectors.


ABB's New Brand Positioning: A Vision for the Future


As part of its renewed focus on operational excellence, ABB’s new brand positioning—“Engineered to Outrun”—reflects the company’s mission to help customers achieve superior efficiency through automation. The tagline replaces the previous “Let’s write the future, together” and underscores ABB's strategic move towards further embracing sustainability while driving global innovation.


The phrase “Engineered to Outrun” carries dual significance: it signifies ABB’s commitment to driving leaner operations and pushing the boundaries of what’s possible in automation technology. As ABB continues to evolve, it aims to enhance energy efficiency, reduce operational costs, and help businesses transition toward more sustainable practices. By fostering growth through technology leadership, ABB aims to set new benchmarks for operational excellence in the automation industry.

ABB

With sustainability at its core, ABB's new approach places emphasis on achieving a cleaner future through decarbonization. The company is leveraging its expertise in automation and energy efficiency to reduce the environmental footprint of industries worldwide. ABB's solutions are designed to enable industries to maintain high efficiency while also meeting the global demand for sustainability.


ABB's Role in Pioneering Innovation in Automation


At the heart of ABB’s operations is the ABB Way—an internal operational model that ensures all teams align with the company's overarching vision. This method drives innovation, empowering ABB to remain at the forefront of automation. By continuously innovating and refining its solutions, ABB helps clients streamline operations, resulting in enhanced efficiency and a lower environmental impact.


The company’s dedication to technology leadership allows it to continuously deliver cutting-edge automation solutions that set industry standards for productivity. This focus on operational excellence is key to driving the future of automation, with ABB pushing forward with new technologies that ensure energy efficiency and contribute to the global movement toward sustainability.


Furthermore, ABB’s commitment to leaner and more efficient operations is embodied in its innovative products and services, which help industries optimize resources and improve performance. By integrating new technologies that support decarbonization, ABB is helping clients meet their sustainability goals while staying competitive in a rapidly evolving market.


Conclusion


As ABB continues to lead the charge in automation, the company’s updated brand positioning—“Engineered to Outrun”—captures the essence of its commitment to excellence, efficiency, and sustainability. By embracing innovation, driving leaner operations, and promoting energy efficiency, ABB is not only transforming industries but also setting the stage for a cleaner and more sustainable future.

With its technology leadership and a sharp focus on operational excellence, ABB remains a trailblazer in the field of automation, dedicated to helping industries achieve their highest potential. Through its commitment to decarbonization and sustainability, ABB is ready to lead the world into a new era of efficient, cleaner industrial operations, driven by the power of automation.


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