2008-10-10 - ABB has recently embarked on a brand identity re-vitalization programme. As part of this initiative we have already launched a global advertising campaign which reflects a new creative approach, based on actual achievements and wide range of power and automation solutions designed to both differentiate ABB and to bring alive our brand promise – “Power and productivity for a better world”.
This campaign was tested extensively with customers and other stakeholders in major markets to ensure its understanding and appeal across cultures. It has been translated into several different languages and will appear at more than 30 key international airports. It will also run in some of the world’s leading business publications such as the Wall Street Journal, Time magazine and the Financial Times, where an on-line campaign will be featured. The global advertising campaign is the first tool to be launched as part of the new Visual Identity developed over the past few months.
With Asia leading the way, the SAS Region recently organized its Brand Day and Workshop in Kuala Lumpur (KL) on 29th September. The meet brought together around 30 delegates representing the communications and marketing functions as well as business representatives. The forum included representatives from around 10 countries across the region, ranging all the way from India and Singapore to Australia and New Zealand. Maria Jobin, Head-Branding GF-CC and Peter Stierli alongwith Harmeet Bawa , Head-SAS Region Communications steered the event.
The main objective of the workshop was to present the new branding strategy, visual identity and corporate design that has been developed and to discuss the implementation of the new branding guidelines and communication tools. The first part of the day included a presentation of the new brand platform and tools. The second part comprised hands-on workshops and interactive sessions. The main objectives of the workshops was to familiarize and train delegates on the implementation of the new guidelines across a range of communication tools and to experience the brand campaign in a more tangible way.
As we commence the implementation of other communication tools in close cooperation with regions, countries and our businesses, it is important to ensure proper understanding, implementation and consistency across the ABB world. It is with this aim that it was decided to organize Brand Days across the regions and these will be followed up with Country Brand Days.
