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Global brochure policy

Björn Edlund, GF-CC Fiona McKerrow, GF-CC Klaus Treichel, PT-CC Brad Hoffman, AT-CC. Global brochure policy. A vast variety of brochures exist across ABB with: Different styles Different sizes Different content concepts Many brochures covering the same topic This leads to:

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Global brochure policy

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  1. Björn Edlund, GF-CC Fiona McKerrow, GF-CC Klaus Treichel, PT-CC Brad Hoffman, AT-CC Global brochure policy

  2. A vast variety of brochures exist across ABB with: Different styles Different sizes Different content concepts Many brochures covering the same topic This leads to: Loss of brand value Ambiguous product profiles in the marketplace Duplication of efforts Cost inefficiency Lost opportunities for cross company synergy Current situation

  3. Global brochure policy: objectives Achieve message consistency Avoid duplication of efforts and cost inefficiency Establish and adhere to common processes in communications

  4. What are the issues with brochures? • Every brochure project has to start with a clear idea on: • What material already exists about this product and/or message. • Role in marketing effort • Audience • Message • Production process • Distribution Optimize IT Industrial IT for Power Plant Optimization

  5. Brochure checklist – purpose and content • Does the brochure meet the base level criteria? • Is a brochure the correct medium for the information? • Does it have a clear purpose in your marketing effort? • Is the central message clear? • Is the message consistent with ABB’s key messages? • Is the target audience defined? • Does it follow a logical order? • Does it provide benefits in addition to features? • Does it provide examples to fortify message?

  6. Brochure checklist - execution • Does the brochure meet the base level criteria? • Have you checked that no other colleagues in other BA’s or countries have done a similar brochure on the same topic? • Have you shared/borrowed resources available from other colleagues? • Does it follow ABB visual identity guidelines? • Will you use approved ABB design agency and printer? • Is the budget clear and cost competitive? • Are approvals in place? • Is a plan for distribution and storage in place? Are you sure this brochure is needed and have accurate counts so you do not have high overstock?

  7. Ideal brochure hierarchy ABB Corporate brochure “AIDA” formula: Attention Interest Desire Action Image brochure on Division/BA level Customer/industry specific brochure Technology brochure Product brochure Technical documentation (belongs to the product)

  8. ABB corporate brochure(s) • ABB Corporate Brochure • Annual Report • Sustainability report • ABB Update • Technology Briefings (not available printed- only available on-line as a PDF.)

  9. Image brochure on division or BA level • General information about ABB • Portfolio of the business involved • Customer value proposition from a helicopter perspective • Main building blocks of technology and strategy • Global content focus designed for easy adaptation to other languages • Avoid references to individual countries or companies to maximize re-use across ABB • ! BAU image brochures are strictly forbidden. Image brochure

  10. Application brochure Customer/industry/application brochure • Short information on ABB as applied to the customer’s industry or process • Overview of the relevant portfolio • Applications and their specific customer requirements, e.g. • Products and services for utilities • Products and services for chemical Industry • Products and services for ... • Make clear the we understand and speak the customer’s language (“domain expertise”) Purpose: Give an overview of the total available portfolio and help the customer to choose the appropriate technology (example: “ABB for Refineries”)

  11. Technology brochure Technology brochure • General technical information on related products such as at BA/BU level • Main features of selected technology • R&D achievements • Benefits for the customer: • unique selling propositions • track record of competence, innovation and expertise in this technology • References (optional) Purpose: Convince the customer to choose ABB. Explain the technology, prepare choice of the right product (example: “MV Gas Insulated Switchgear” or “Process Analytical Products”)

  12. Product brochure • Presentation of product/product family features (market-oriented) • Benefits for the customer/unique selling propositions • Product variants/types • Technical information, e.g. ratings • References (optional) • Note: Combine related products wherever possible for fewer “glossy” brochures Product brochure Purpose: Help the customer to choose the right ratings, specify the order and buy the product (example: “PowerIT MV Gas Insulated Switchgear ZX2” or “AnalyzeIT Gas Chromatographs XY1”) ! Country product portfolio brochures are forbidden. (i.e.: XYZ factories in country name)

  13. Visual Identity • For general graphic standards, please refer to ABB’s visual identity database: http://www.abb.com/visualidentity • These standards must be followed in every case • The most recent versions of the Group and divisional boiler plates are available on the Write Guide, available within the Visual identity system • If you would like feedback on your brochure design or if you have questions about visual identity, please contact fiona.mckerrow@ch.abb.com or juliane.lenzner@ch.abb.com.

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