ABB the power of connection

ABB is a pioneering technology leader with a comprehensive offering for digital industries, made up of four customer-focused, globally leading businesses: Electrification, Industrial Automation, Motion, and Robotics & Discrete Automation.

Palmer Hargreaves works for ABB's Electrification business, which has always been at the forefront of innovative electrification and today is writing the future of safe, smart and sustainable electrification. 

The Electrification business needed its own voice; communications were either at global brand level or conversely at a highly technical product level. The brief was to raise awareness of the whole Electrification business to create a meaningful positioning; connecting with audiences globally and generating demand for its products. Success would be determined by the number of markets amplifying the positioning.

Needing to understand what the business stood for, we dug deep into the audience, the products, the stakeholders, even the competition. Armed with this research, workshops with key stakeholders explored the brand purpose and positioning. Specific challenges were addressed to clearly articulate the values, tone of voice, identity and meta themes. 

With a clear position uncovered, we produced a film connecting audiences with the business at a human level. This brand positioning also provided the backdrop to the content plan that followed.