ABB is one of the world’s largest industrial companies with over 135,000 employees globally. Straightline has been a strategic partner and brand guardian for ABB since Q1 2016, helping them communicate one coherent message that repositions the entire organization, and celebrates their strong customer focus and digital expertise.


ABB has tens of thousands of products across multiple business units, geographies and industrial sectors. The company had a decentralised approach to brand strategy, with a strong focus on tactical requirements for products and solutions. The result was a collection of sub-brands under a corporate brand with lower recognition than its peers.


Straightline developed the ABB brand strategy and provided comprehensive support for its roll-out, both internally and externally. We also created a brand and value proposition for ABB Ability, ABB’s digital offering. This was commercially launched in March 2017 and is already a key pillar of the corporate growth strategy.