How ABB Used the Animal Kingdom to Drive Adoption of its New Product

Thu, 12 Aug 2021 00:00:00 -0400
B2 Awards

To develop a differentiated market position and change how the brand was perceived in the oil and gas industry, ABB, a Swiss robotics company, used metaphors from the animal kingdom and a virtual “zoo-quarium” to promote Adaptive Execution, the brand’s comprehensive project execution process tool.