In 2020, ABB spun out its Power Grids division into a new Joint Venture with Hitachi. This merged the combined heritage of over 230 years, bringing together Hitachi’s advanced digital technologies and ABB’s pioneering energy system solutions. With the interim name of Hitachi ABB Power Grids, this JV became one of the key technology partners for energy networks.
At the start of 2021 the leadership began the process of defining the new identity and name for the JV, with the aim of becoming a leader in the energy transition, competing against players such as Siemens Energy, GE (now GE Vernova) and Schneider Electric.
They needed to articulate this vision to key stakeholders, both internal and external and help reinforce Hitachi’s messages around social innovation. Straightline was asked to develop engaging messaging and brand strategies to position the JV as a global technology leader driven to usher in the new energy future.
As a long term brand partner at the intersection of brand and business, we first created the new brand aimed at accelerating the energy transition and have since been bringing to life its purpose through multiple initiatives.
Straightline developed key insights through analysis of internal and voice-of-the-customer interviews. Based on this understanding of the changing nature of the industry as it faces the energy transition, we worked closely with the leadership team to develop a new name that could reflect the businesses evolution through this rapidly changing landscape – Hitachi Energy.
This name was a closer fit for the purpose we developed with the team, “advancing a sustainable energy future for all,” that articulated the company’s new vision and mission.
The next step was to prepare for launch. We developed key messages and activations to announce and celebrate their new identity that would resonate with stakeholders and increase awareness. We supported the strategic comms plan for the launch of the new name and shaped key pieces of communications such as press releases, launch video, and scripts.
We continue to work closely with Hitachi Energy as they strengthen their position as leaders in the energy transition. Being close to the leadership as well as the brand team, we articulated the business strategy to make it meaningful to a broader audience, we helped integrate the sustainability strategy storyline into the business. Some other key involvements included Voice of the Customer programme development, alignment with HR through values and leadership pillars creation, employer branding, awards strategy, transforming case studies into human-led customer stories, regular competitive audit.
What we provided:
- Brand and communication audit
- Competitive assessment
- Voice of the customer insights
- Brand positioning
- Brand purpose
- Messaging pillars
- Employee engagement
- Brand rollout & activation
- Communication toolkits
- Naming
- Launch video
- Ongoing support