Maria Jobin, Head global branding, Lugano, March 12, 2011 ... · M. Jobin/ March 12, 2011 | Slide 3 crossing oceans and on the sea bed, orbiting the earth and working beneath it,

© ABB M. Jobin | March 12, 2011 | Slide 1

Maria Jobin, Head global branding, Lugano, March 12, 2011

Bringing a brand to life Driving preference across cultures

© ABBM. Jobin/ March 12, 2011 | Slide 2

124,000 employees in about 100 countries

$32 billion in revenue (2010)

Formed in 1988 merger of Swiss and Swedish engineering companies. Predecessors founded in 1883 and 1891

Publicly owned company with head office in Switzerland

More than $1 billion invested annually in R&D 6,000 scientists and engineers Collaboration with 70 universities:

MIT (US), Tsinghua (China), KTH Royal Institute of Technology (Sweden), Indian Institute of Science (Bangalore), ETH (Switzerland), Karlsruhe (Germany), AGH University of Science and Technology (Poland)

A global leader in power and automation technologies Leading market positions in main businesses


crossing oceans and on the sea bed,

orbiting the earth and working beneath it,

on the trains we ride and in the facilities that process our water,

in the fields that grow our crops and packing the food we eat,

in the plants that generate our power and in our homes, offices and factories

Power and automation are all around us You will find ABB technology…


Longest underground power link

Longest and highest capacity power link

Longest underwater power link

Largest gearless mill drive (for crushing ore)

Largest SVC installation

Most remote offshore wind farm linked to grid

First platform connected to mainland grid

Europe’s largest thermal solar power plant

First commercial wave power plant

First 600 kV power link

Longest conveyor belt

Substation in world’s tallest building

Power and automation of largest chemical cellulose plant

Automation of largest alumina plant

Largest battery

Mine hoist for largest potash mine

Largest reverse- osmosis desalination plant

Largest SCADA network

Ground-breaking and nation-building projects Pushing the boundaries of technology


B2B versus B2C The functions of the brand are the same, the differences are in the priorities

Source: McKinsey & MCM empirical survey (n=700)

05

101520253035404550

ImageBenefit

InformationEfficiency

RiskReduction

B2C

05

101520253035404550

ImageBenefit

InformationEfficiency

RiskReduction

B2B


2008

Phas

eD

escr

iptio

n

BrandAnalysis

BrandPlatform

Brand Implementation

BrandMonitoring

2007

1. Map the brand situation globally

2. Analyze all brand elements and touch points across countries

3. Analyze brand environment

1. Define ABB brand values, themes and positioning

2. Develop a compelling brand story based in the business strategy

1. Refresh look and feel with new design framework

2. Define detailed guidelines and branding tools

3. Implementation plan and priorities

1. Develop and implement brand tracking system to monitor performance and steer the brand

2. Brand valuation

3. Brand audit

Who we are? What we stand for today?

Where do we want to go? How to get there?

How to translate this into visual appearance?

Are we on the right track? What actions do we need?

20102009

The re-branding project A long journey that started 3 years ago


Band analysis Various brand “touch points“ were looked at

Promotional

Stationery Signagefar rangeclose rangepictograms

Architecture Vehicles Productslarger scaleautomationpackaging

Apparel Electronic mediainternetintranetextranetpowerpoint

Engagementsocial sponsoringevents

MultimediaacousticsTvSocial media

Advertisingposters & billboardsmagazine ads

Publications (external)product brochuresimage brochures & annual reportsperiodicalsrecruitment brochures

Trade showsgive awaysexhibits

Publications (internal)employer brandingperiodicals

Institutional


The brand platform The core and strategic basis

Brand Platform Brand positioning, Communication themes, Brand values

Brand Elements Name, logo, colors, typography, imagery, language, structures

Brand Experience Design, communication, behavior, touch points

Environment Customers, markets, investors, society, and other external stakeholders


Full list of reviewed reports Advertising effectiveness

Customer surveys

Employee surveys

ABB Ad Tracking Benchmark report_October 2004.pptABB Ad Tracking Wave 2 report_December 2004.pptABB Ad Tracking Wave 3 report_May 2005.pptABB Ad Tracking Wave 4 report_August 2005.pptABB Ad Tracking Wave 5 report_November 2005.pptABB Automation World 2006 post event survey.pptABB Automationa World 2007 post event survey.pptABB brand and reputation index presentation__Overall.pptABB Brand Awareness market understanding study.pptABB discovery research findings_2006.pptABB Media Perceptions - Journalists and Financial_2005.pptABB Messestandbefragung Hannover 2006.pptABB USA Competitive Analysis_2003-Q1 2005.pptABB USA Competitive Analysis_November_2006.pptABB USA Competitive Analysis_September_2005.pptABB Wave 3 - Battlegrounds_June 2005.pptABB Wave 3 Overall repor_May 2005.pptABB Wave 3_Band Image_May 2005.pptAd Report 0604.pdfAd report verbatims 0604.pdfAdvertiser Report CD 0603.pdfAdvertiser Report CD 0610.pdfAirport_Ads_proof_0704.pptAirport_Ads_reviews_2006.pptBrand positioning qualitative research_march_2006.pptChina - Isabelle liu_ RT05.pptCSE_adreport_1_2006_REV.pdfCSE_adreport_2_2006_REV.pdfCSE_verbatim_2006.pdfImage survey India 03-06.pdfKundenzufriedenheitsanalyse Low voltage Produkte 2003.pptKundenzufriedenheitsanalyse Low voltage Produkte 2005.pptlow_voltage_drives_142.pdfmed_voltage_drives_146.pdfmed_voltage_motors_147.pdfResultate auf group level 2006.pdfswe_customer_survey_2006.pptswe_employer_selec_2007.pdfswe_pub_survey_2006.ppt

Several reports were analyzed Establishing ABB brand perception’s map


What positioning for ABB? Different possible scenarios

4

5

31

2


Evaluation and prioritization of positioning scenarios

Global communication workshop Presentation of 5 potential positioning scenarios (based on previous

brand analysis) Discussion of 5 scenarios in 3 parallel workshop groups (60 participants

from all business and regions) Evaluation of positive and negative potential Choosing three favorite scenarios for customers verification


Customer verification Best performance: Scenario 3

Leading edge technology

A stable solidly founded company

Globally and culturally diverse

At home everywhere

Dynamic and flexible

Passionate about their work

Caring about others

An imaginative view of the future

Pioneering spirit

Energy efficiency

Industrial productivity

Grid reliability

Maximum

Scenario 2 Scenario 5Scenario 3

Minimum



Strong focus on engineering

Superior product quality

Privileged customer/partner relationship

Positioning Building in our heritage and strengths:

http://stage-www.abb.com/global/gad/gad02008.nsf/vwImages/9A2C513749E1512FC12577C3004E3359/$File/00950611_2.jpg


“Power and productivity for a better world”

We offer structured and efficient solutions to manage and improve such systems – from small products to vast networks and industrial systems.

We steer the customers’ dynamic and complex processes – comprehensive and focused.

We transform the world – while preserving the environment.

We build and maintain a dynamic sphere of power and productivity – 24/7 around the world.

Power and automation systems stabilize our modern, dynamic world


Communication themes Derived from ABB’s strategy: vision and mission

Main communication themes

Energy efficiency

Grid reliability

Industrial productivity

Lower environmental impact

Additional themes

Customer partnership


Innovation and quality

World’s leading engineering company

Global attractive employerAct responsiblySustainability, lowering environmental impact and business ethics are at the core of our market offering and our own operations.

Improve performanceABB helps customers improve their operating performance, grid reliability and productivity whilst saving energy and lowering environmental impact.

Drive innovationInnovation and quality are key characteristics of our product, systems and service offering.

Attract talentABB is committed to attracting and retaining dedicated and skilled people and offering employees an attractive, global work environment.

As one of the world’s leading engineering companies, we help our customers to use electrical power efficiently, to increase industrial productivity and to lower environmental impact in a sustainable way.

Power and productivity for a better world


The brand values ABB’s brand personality


Technology-driven, systematic, precise and strong

Open, respectful and multi-cultural

Commitment- driven, inventive and forward looking

PassionateInclusive


A view on the world of power and automation. An identical perspective and language


The six essentials of the ABB visual identity Derived from the brand positioning and values

Our images reflect leading edge technology: Emanating light & motion

New Helvetica is our typeface: Systematic and precise

The white frame captures the content: Focused and inclusive

ABB is the brand: One company, one brand

Our world is built on black and light: Day and night, 24/7 across the globe

Our color is bright:Attractive and multi- faceted


Imagery concept: Two levels for different purposes First level in black: Brand emotion and high recognition

The images capture the emotion of the brand and ensure high recognition.

This type of imagery will be used for brochure covers, first page presentations, corporate ad campaign, abb.com homepage, highlight elements and posters in trade fairs and shows, etc. across all marketing and communication materials


Imagery concept: Two levels for different purposes Second level in white: Technical competence and know how

The images project ABB‘s technical competence and know-how. They are bright and clear.

This type of imagery will be used for all inside pages in brochures, presentations, second level internet pages, intranet, product advertising, posters and displays in trade fairs and shows, e-learning tools, etc. across all marketing and communication materials


SignageFar-range

Close-range

Concepts, standards and guidelines definition Overview

Promotional

Institutional

Stationery Business cards Envelopes Letterheads Invoices

ArchitectureExteriorsInteriorReception areas

Vehicles

Vans

Trailers

ProductsLarger scaleSmaller scalePOS

Apparel

Work wear

Event wear

Electronic mediaInternetIntranetPowerPoint Social media

External publicationsCorporate brochuresProduct brochuresMagazines

AdvertisingPosters & billboardsAdsBanners

MultimediaCorporate soundFilmsSocial media

Events

Sponsorships Community work

ExhibitionsTradeshowsShowroomsMerchandising items

Internal publicationsMagazinesInternal communication

✔ ✔ ✔

✔ ✔ ✔

✔

✔

Building signageLong rangeClose range

✔✔

✔ ✔

✔


Trade fairs in the past Strong focus on products and information


Trade fairs today Impressions from Hanover


Large fairs today Impressions from Hanover


Posters in the past Too much information, no clear concept

© ABBM. Jobin/ March 12, 2011 | Slide 26© ABBMonth DD, YYYY | Slide 26

Posters today Different levels for different purposes


Publications in the past Across a broad spectrum of publications

Employee publications Customer publications Technical journal


Magazines today Reorganized and tailor-made to the various audiences


Localization The global family starts to grow


Brochures in the past Open composition


Brochures today Structured and categorized

Level one: Corporate brochures

Level two: Industry and product brochures

Level three: Success stories and project references


Advertising in the past Very fragmented approach


Tier one: Image advertising Real projects with facts and figures focusing on the “better world” part of our claim


Tier two: Business advertising Explain technologies with business specific messaging


Employer branding “A better world begins with you”


“ABB is a dynamic, multicultural team that spans the globe, working in a fascinating world of high technology.”

“Our portfolio is vast, but the benefits are straightforward: we help to provide reliable power supplies and improve productivity, while lowering environmental impact.”

CEO Joe Hogan

Innovation, passion and diversity Those are the hallmarks of ABB


Documents

Maria Jobin, Head global branding, Lugano, March 12, 2011 ... · M. Jobin/ March 12, 2011 | Slide 3 crossing oceans and on the sea bed, orbiting the earth and working beneath it,