© A

BB

Ltd

200

3. A

ll rig

hts

rese

rved

. - 1

-04

/21/

23

Global brochure policyBjörn Edlund, GF-CCFiona McKerrow, GF-CC

Klaus Treichel, PT-CCBrad Hoffman, AT-CC

© A

BB

Ltd

200

3. A

ll rig

hts

rese

rved

. - 2

-04

/21/

23

Current situation

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

© A

BB

Ltd

200

3. A

ll rig

hts

rese

rved

. - 3

-04

/21/

23

Global brochure policy: objectives

Establish and adhere to common processes in

communications

Avoid duplication of efforts and cost

inefficiency

Achieve message consistency

© A

BB

Ltd

200

3. A

ll rig

hts

rese

rved

. - 4

-04

/21/

23

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

© A

BB

Ltd

200

3. A

ll rig

hts

rese

rved

. - 5

-04

/21/

23 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?

© A

BB

Ltd

200

3. A

ll rig

hts

rese

rved

. - 6

-04

/21/

23

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?

© A

BB

Ltd

200

3. A

ll rig

hts

rese

rved

. - 7

-04

/21/

23

Ideal brochure hierarchy

ABBCorporate brochure

Image brochure on Division/BA level

Customer/industry specificbrochure

Technology brochure

Product brochure

Technical documentation (belongs to the product)

“AIDA” formula:

Attention

Interest

Desire

Action

© A

BB

Ltd

200

3. A

ll rig

hts

rese

rved

. - 8

-04

/21/

23

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.)

© A

BB

Ltd

200

3. A

ll rig

hts

rese

rved

. - 9

-04

/21/

23

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

© A

BB

Ltd

200

3. A

ll rig

hts

rese

rved

. - 1

0 -

04/2

1/23

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”)

Application brochure

Purpose: Give an overview of the total available portfolio and help the customer to choose the appropriate technology (example: “ABB for Refineries”)

© A

BB

Ltd

200

3. A

ll rig

hts

rese

rved

. - 1

1 -

04/2

1/23

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”)

Technology brochure

© A

BB

Ltd

200

3. A

ll rig

hts

rese

rved

. - 1

2 -

04/2

1/23

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

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”)

Product brochure

! Country product portfolio brochures are forbidden. (i.e.: XYZ factories in country name)

© A

BB

Ltd

200

3. A

ll rig

hts

rese

rved

. - 1

3 -

04/2

1/23

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.