Siemens - Siemens Energy and Automation
The CompanySiemens Energy and Automation is a top player in the global power plant development field. The company is part of the Energy Sector for Siemens AG. It offers design and construction of fossil-fuel generation plants using its manufactured gas and steam turbines.
The Task
Siemens Energy and Automation commissioned Addison Whitney to help position and leverage the technological advancements for the next generation of automation.
The Addison Whitney Solution
Brand Strategy
Addison Whitney examined the competitive landscape to properly compare the potential branding solutions. Multiple options were evaluated that included extensions or links to Siemens and its brands.
Research & Analysis
Market research was conducted to evaluate potential positioning solutions that would leverage the technological advancements Siemens was making with its next generation automation. The results led Addison Whitney to recommend Siemens redefine the powerful Siemens brand without introducing a separate message that would convolute the Siemens promise.
Verbal Branding
As a result of the recommendations Addison Whitney created and validated the tag line "Totally Integrated Automation" for the promotion of the new Siemens technology in Europe and North America. The tagline is very clear and descriptive of the new technology without sounding limiting, while providing continuity and adding new life to the overall Siemens message.
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