"We can only do this together"

m&k: Dr. Ziegler - our conversation takes place at Sauber Engineering in Hinwil. We are sitting between motor racing cars and a wind tunnel. It was you who suggested this location. Why?

Dr. Nicolas Ziegler: At ABB, we are now in a position to communicate to a wider audience where we add value. In the current situation, many people are thinking about how we want to live in the future; how we want to get around; how our cities should be designed. These are all topics on which we as a company have a lot to say. And as a brand manager, I therefore think about how I can convey these topics. Some colleagues would think of advertising, of classic communication. But I particularly believe in brand partnerships. This is also the case with Sauber Engineering, with whom we are jointly exploring the possibilities of new technology. And that's the reason we're sitting here.

In these halls, you can't help but think of "ABB Formula-E" - a racing series that has made headlines in Switzerland and internationally. Since 2018, your company has been the title partner. What is so special about it?

There are several aspects I want to mention. ABB Formula E is the only e-mobility racing experience that exists in the world. As an event, it is also very inclusive: the sport comes to the people, directly to the cities where they live. And at the same time, we show what incredible performances are already possible with electric vehicles.

"Sport comes to the people" - that means ...?

... that the ABB Formula E racing series follows the concept of "city racing". That's a key differentiator of the series and again something that's exciting for us as ABB: The technology is tangible, not far away on an artificial race track; it takes place where the spectators live. In the best case, you simply look out of your window and see these electric bolides whizzing by.

In addition to many positive reports, you sometimes hear from racing enthusiasts that they miss the roar of the engine and the smell of gasoline in Formula-E. I know that you, too, are interested in cars. Did you have to get used to it?

Interestingly enough, I had similar thoughts. Until I got the opportunity to experience a race in person. That was in Hong Kong in 2017. And the moment you see that, you know: that's not just the future, that's already the present. Yes, I'm a big fan of the sound of a great engine, but even the Formula E cars don't drive completely silently (laughs). You just hear other things, like the aerodynamics and, yes, the speed itself.

In which overarching brand strategy is the partnership with Formula-E integrated?

Towards the end of 2016, ABB repositioned itself. But in addition to a strong brand that reflects the positioning, you also need a platform that allows you to experience it. We took a lot of time to explore different possibilities - there were other good options as well - but Formula-E won the race because its vision fits ABB: Technology plus people for a better world. What ABB is putting out there falls under the heading of "purpose." It's a buzzword you hear a lot these days.

Do you find that collaborations are better than traditional advertising for communicating Purpose?

At ABB, we have been working intensively on the topic of Purpose for quite some time. However, this is not primarily about communication, but about how it is lived. What we do has been an expression of our DNA for more than 130 years. In the past, it was about industrialization or opening up nations via the railroads; today, it's about digital infrastructure for everyone or clean energy. We have always wanted - and still want - to create and preserve a better life for people with outstanding engineers.

Why do you think it's important to share this vision with people who may never become your customers? You could also focus on sober B2B communication.

Basically, purchasing decisions are made differently today than they were ten or twenty years ago. Customers, whether in B2B or B2C, want to experience brands, want to get a feeling for the philosophy behind them. The Formula E partnership brings joy to many people and pays off for our brand image, while at the same time we use the
race weekends to talk to customers and discuss projects. So we kill two birds with one stone (laughs).

The broader you communicate, the more you expose your brand. You open it up to criticism. Does that worry you?

The moment you take a position, there will be people who criticize a brand. And that's a good thing. After all, we don't advocate dogma, but invite discourse.

Especially when it comes to sustainability issues, there is a seeming disconnect between civil society activism and business - both factions sometimes eye each other critically. How do they come to a common denominator?

At ABB, we believe that as a company we can't do everything alone. We believe in collaboration, in a common mission to make things better.

So activists and companies need to reach out to each other?

Yes, ABB, like other representatives of high technology, will be important in answering the questions that today puts people on the street. But at the same time, we need their input, their commitment. It only works hand in hand.

Do you see yourself and your colleagues in marketing as having a duty to send out meaningful messages via advertising opportunities? "Big media budgets bring big responsibility," so to speak?

Our media budget is certainly somewhat slimmer than that of consumer brands. Of course, I think marketeers have a responsibility. But this responsibility lies even more with the companies as a whole - and as with Purpose, I think it's the deeds that count. The fact that you don't just say things, but also do them, is crucial in many areas. In the products we manufacture and sell to our customers, for example. Or how we behave as a corporate citizen at our international sites. That's where you find out whether you take responsibility.

We are talking to each other at a time when Switzerland - and the whole world - is in the middle of the Corona crisis. How does the situation affect your day-to-day work?

The safety of our employees around the world is always at the center of everything we do. Of course, this has kept us quite busy so far, because the behavior of the virus is dynamic in each country. In my area, there have also been huge changes in terms of live communications and events. But in that respect, Corona is probably above all a burning glass on issues that were already there before.

What do you think of, for example?

I am convinced that some questions have now become even more pressing: How do we interact with our customers? What form does interaction take? How can we use digital media more efficiently to communicate today? After all, I don't think we all know exactly how customer behavior will change. But we do know: It will change!

ABB Formula E, for example, also took place digitally for several weeks, with a driver field mixed from regular drivers and top-class online athletes. How have people accepted the transfer of the race to the virtual realm?

I have to say, I'm highly satisfied. Of course, we lack certain personal engagement platforms, which we value very much. But we're also learning a lot: How can fans be involved? How can they become part of the race digitally? And on a competitive level, the amalgamation of e-sports and racing is unique in this way. Fortunately, our audience is very agile and flexible, so has shown a high willingness to test the digital offering.

The media dominance of the topic around Corona ensures that there is less debate about sustainability. Do you think this has put a damper on the sustainability debate?

For us, the topic of e-mobility is at the center of our value chain. But basically it's about the sustainable use of resources; a topic that will in no way experience a slowdown, but an acceleration. It's about how we deal sustainably and sensibly with energy, with transportation. Here, too, the current situation will tend to act as a booster.

Because perhaps there is an increased willingness to work for a good life - and not to take it for granted?

Yes, but I would like to reverse this serious aspect. There is absolutely no question that the future will have to master many difficult challenges. Companies like ABB want to work with people all over the world to develop ideas that will enable them to live together in the future. But if you go into this with the mindset that it will only bring problems and trouble - then you're wrong. ABB Formula E shows that new technology can be fun. So behind everything we do is an optimistic message: the future is good.