When ABB, one of the world’s largest engineering companies, asked us to review its positioning and identity, we rolled up our sleeves and developed a plan to build and strengthen the brand for the long-term, which resulted in a long-lasting partnership between ABB and Interbrand.
Emphasizing not what the company has been, but what it is becoming, we began by creating different positioning scenarios and tested them, both internally with ABB’s senior management and with customers, by conducting in-depth interviews and workshops. The valuable feedback we received enabled us to create a brand platform that had both clarity and relevance.
This strategic platform informed and inspired our development of a new corporate design, communication, digital platforms, and engagement concepts. We also developed comprehensive brand management tools to guide the execution of the brand’s identity, foster brand engagement, ensure consistency, and strengthen overall communication. Ultimately, we armed ABB to transition from its focus on product communication and embrace a more powerful position as a thought leader.
With a stronger identity as a cutting-edge innovator, recognition followed: MIT acknowledged ABB as one of the top 50 most disruptive companies in the world in 2013. And we received a feather in our cap as well—our redesign of ABB’s website was included in the 2014 REBRAND 100 winner’s showcase.