SETTING UP THE RIGHT BRAND-BUILDING PLATFORM OF A PIONEERING TECHNOLOGY LEADER

How to charge up ABB’s repositioned brand and build an effective global activation platform?

Building a strong brand activation platform.

ABB had recently undergone a brand repositioning process, laying the ground for the brand to drive an overall business transformation. With its groundbreaking multi-year partnership with Formula E, announced in January 2018, ABB has now taken the next step forward in its brand strategy as a truly global brand, engaging all stakeholders while putting customers and employees in focus and winning new audiences over to ABB.

Introducing the ABB Formula E Championship.

Globeone has supported ABB in the development and implementation of its truly groundbreaking partnership with Formula E. As part of the overall project steering team, Globeone helped ABB to create an ideal platform for the activation of the ABB brand, by coordinating and managing different internal workstreams, supporting the concept development for different engagement activities, and bringing together internal and external stakeholders to ensure the integration of the ABB Formula E partnership into the ABB organization.

Defining the roadmap of electric mobility.

This new era of strategic partnership has significantly boosted the ABB brand, also winning new audiences. The platform has helped to emotionalize ABB, and strongly supported the customer facing activities of ABB. Additionally, it has provided the unique opportunity to highlight its unrivalled expertise in electrification and leadership in electric vehicle charging solutions while building the profile as a pioneering technology leader.

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