Bringing a brand to life Driving preference across cultures

Transcription

1 Maria Jobin, Head global branding, Lugano, March 12, 2011 Bringing a brand to life Driving preference across cultures M. Jobin March 12, 2011 Slide 1

2 A global leader in power and automation technologies Leading market positions in main businesses 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) M. Jobin/ March 12, 2011 Slide 2

3 Power and automation are all around us You will find ABB technology orbiting the earth and working beneath it, crossing oceans and on the sea bed, in the fields that grow our crops and packing the food we eat, on the trains we ride and in the facilities that process our water, in the plants that generate our power and in our homes, offices and factories M. Jobin/ March 12, 2011 Slide 3

4 Ground-breaking and nation-building projects Pushing the boundaries of technology Mine hoist for largest potash mine Largest battery First commercial wave power plant First platform connected to mainland grid Longest underwater power link Most remote offshore wind farm linked to grid Europe s largest thermal solar power plant Largest SVC installation Automation of largest alumina plant Longest and highest capacity power link Longest conveyor belt Largest SCADA network Largest gearless mill drive (for crushing ore) First 600 kv power link Largest reverseosmosis desalination plant Power and automation of largest chemical cellulose plant Longest underground power link Substation in world s tallest building M. Jobin/ March 12, 2011 Slide 4

5 B2B versus B2C The functions of the brand are the same, the differences are in the priorities Image Benefit B2C Information Efficiency Risk Reduction Image Benefit Information Efficiency B2B Risk Reduction Source: McKinsey & MCM empirical survey (n=700) M. Jobin/ March 12, 2011 Slide 5

6 The re-branding project A long journey that started 3 years ago Phase Brand Analysis Brand Platform Brand Implementation Brand Monitoring 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? Description 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 M. Jobin/ March 12, 2011 Slide 6

7 Band analysis Various brand touch points were looked at Institutional Stationery Signage far range close range pictograms Architecture Vehicles Products larger scale automation packaging Apparel Electronic media internet intranet extranet powerpoint Promotional Publications (external) product brochures image brochures & annual reports periodicals recruitment brochures Publications (internal) employer branding periodicals Advertising posters & billboards magazine ads Multimedia acoustics Tv Social media Engagement social sponsoring events Trade shows give aways exhibits M. Jobin/ March 12, 2011 Slide 7

8 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 M. Jobin/ March 12, 2011 Slide 8

9 Several reports were analyzed Establishing ABB brand perception s map Full list of reviewed reports ABB Ad Tracking Benchmark report_october 2004.ppt ABB Ad Tracking Wave 2 report_december 2004.ppt ABB Ad Tracking Wave 3 report_may 2005.ppt ABB Ad Tracking Wave 4 report_august 2005.ppt ABB Ad Tracking Wave 5 report_november 2005.ppt ABB Automation World 2006 post event survey.ppt ABB Automationa World 2007 post event survey.ppt ABB brand and reputation index presentation Overall.ppt ABB Brand Awareness market understanding study.ppt ABB discovery research findings_2006.ppt ABB Media Perceptions - Journalists and Financial_2005.ppt ABB Messestandbefragung Hannover 2006.ppt ABB USA Competitive Analysis_2003-Q ppt ABB USA Competitive Analysis_November_2006.ppt ABB USA Competitive Analysis_September_2005.ppt ABB Wave 3 - Battlegrounds_June 2005.ppt ABB Wave 3 Overall repor_may 2005.ppt ABB Wave 3_Band Image_May 2005.ppt Ad Report 0604.pdf Ad report verbatims 0604.pdf Advertiser Report CD 0603.pdf Advertiser Report CD 0610.pdf Airport_Ads_proof_0704.ppt Airport_Ads_reviews_2006.ppt Brand positioning qualitative research_march_2006.ppt China - Isabelle liu_ RT05.ppt CSE_adreport_1_2006_REV.pdf CSE_adreport_2_2006_REV.pdf CSE_verbatim_2006.pdf Image survey India pdf Kundenzufriedenheitsanalyse Low voltage Produkte 2003.ppt Kundenzufriedenheitsanalyse Low voltage Produkte 2005.ppt low_voltage_drives_142.pdf med_voltage_drives_146.pdf med_voltage_motors_147.pdf Resultate auf group level 2006.pdf swe_customer_survey_2006.ppt swe_employer_selec_2007.pdf swe_pub_survey_2006.ppt M. Jobin/ March 12, 2011 Slide 9 Advertising effectiveness Customer surveys Employee surveys

10 What positioning for ABB? Different possible scenarios M. Jobin/ March 12, 2011 Slide 10

11 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 M. Jobin/ March 12, 2011 Slide 11

12 Customer verification Best performance: Scenario 3 Scenario 2 Scenario 5 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 Minimum Maximum M. Jobin/ March 12, 2011 Slide 12

13 Positioning Building in our heritage and strengths: Leading edge technology Strong focus on engineering Superior product quality Privileged customer/partner relationship M. Jobin/ March 12, 2011 Slide 13

14 Power and productivity for a better world Power and automation systems stabilize our modern, dynamic 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. M. Jobin/ March 12, 2011 Slide 14

15 Communication themes Derived from ABB s strategy: vision and mission Main communication themes Energy efficiency 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 Grid reliability Industrial productivity Lower environmental impact Additional themes Improve performance ABB helps customers improve their operating performance, grid reliability and productivity whilst saving energy and lowering environmental impact. Drive innovation Innovation and quality are key characteristics of our product, systems and service offering. Attract talent ABB is committed to attracting and retaining dedicated and skilled people and offering employees an attractive, global work environment. Act responsibly Sustainability, lowering environmental impact and business ethics are at the core of our market offering and our own operations. Customer partnership Leading edge technology Innovation and quality World s leading engineering company Global attractive employer M. Jobin/ March 12, 2011 Slide 15

16 The brand values ABB s brand personality Leading edge technology Inclusive Passionate Technology-driven, systematic, precise and strong Open, respectful and multi-cultural Commitmentdriven, inventive and forward looking M. Jobin/ March 12, 2011 Slide 16

17 A view on the world of power and automation. An identical perspective and language M. Jobin/ March 12, 2011 Slide 17

18 The six essentials of the ABB visual identity Derived from the brand positioning and values 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 multifaceted 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 M. Jobin/ March 12, 2011 Slide 18

19 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 M. Jobin/ March 12, 2011 Slide 19

20 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 M. Jobin/ March 12, 2011 Slide 20

21 Concepts, standards and guidelines definition Overview Institutional Stationery Business cards Envelopes Letterheads Invoices Building Signage signage Far-range Long Close-range range Close range Architecture Exteriors Interior Reception areas Vehicles Vans Trailers Products Larger scale Smaller scale POS Apparel Work wear Event wear Electronic media Internet Intranet PowerPoint Social media Promotional External publications Corporate brochures Product brochures Magazines Internal publications Magazines Internal communication Advertising Posters & billboards Ads Banners Multimedia Corporate sound Films Social media Events Sponsorships Community work Exhibitions Tradeshows Showrooms Merchandising items M. Jobin/ March 12, 2011 Slide 21

22 Trade fairs in the past Strong focus on products and information M. Jobin/ March 12, 2011 Slide 22

23 Trade fairs today Impressions from Hanover M. Jobin/ March 12, 2011 Slide 23

24 Large fairs today Impressions from Hanover M. Jobin/ March 12, 2011 Slide 24

25 Posters in the past Too much information, no clear concept M. Jobin/ March 12, 2011 Slide 25

26 Posters today Different levels for different purposes Month M. Jobin/ DD, March YYYY 12, Slide Slide 26

27 Publications in the past Across a broad spectrum of publications Employee publications Customer publications Technical journal M. Jobin/ March 12, 2011 Slide 27

28 Magazines today Reorganized and tailor-made to the various audiences M. Jobin/ March 12, 2011 Slide 28

29 Localization The global family starts to grow M. Jobin/ March 12, 2011 Slide 29

30 Brochures in the past Open composition M. Jobin/ March 12, 2011 Slide 30

31 Brochures today Structured and categorized Level one: Corporate brochures Level two: Industry and product brochures Level three: Success stories and project references M. Jobin/ March 12, 2011 Slide 31

32 Advertising in the past Very fragmented approach M. Jobin/ March 12, 2011 Slide 32

33 Tier one: Image advertising Real projects with facts and figures focusing on the better world part of our claim M. Jobin/ March 12, 2011 Slide 33

34 Tier two: Business advertising Explain technologies with business specific messaging M. Jobin/ March 12, 2011 Slide 34

35 Employer branding A better world begins with you M. Jobin/ March 12, 2011 Slide 35

36 Innovation, passion and diversity Those are the hallmarks of ABB 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 M. Jobin/ March 12, 2011 Slide 36

37 M. Jobin/ March 12, 2011 Slide 37