Hitachi has appointed BBH following a competitive pitch to launch a new global brand campaign which it is claimed will mark a critical shift in how the 110-year-old company communicates its value.
Launching later this year, the “Inspire the next” brand platform will aim to improve awareness of Hitachi’s major business categories.
While the company offers a range of consumer household appliances, the new activity will promote how Hitachi’s business products support a wide range of sectors by building awareness of its scale in integrating IT, operational technology (OT), products and physical AI into the systems that run the modern world.
Hitachi’s business products are primarily organised under three key sectors: Digital Systems & Services, Green Energy & Mobility, and Connective Industries, with its products and services supporting power grids, railways, water systems, and industrial manufacturing.
The winning strategy focused on the importance of “zagging” and standing out from the competition in order for Hitachi to promote its societal role, with the humility of the brand.
Hitachi executive general manager of global corporate brand and communications Masayuki Takeuchi said: “Hitachi has transformed into a global business with a growing presence across global markets, making branding for outside Japan more important than ever.
“Growing the branding together with the business growth is essential, which is the reason we were looking for a partner who could support us with both strategic thinking and creative excellence globally. BBH’s strategy and creativity stood out clearly, and we are excited to work with them to strengthen Hitachi’s global brand story.”
BBH chief strategy officer Will Lion added: “Hitachi has built the standards of social infrastructure through its long history in AI infrastructure, mobility, power grids and pioneering water management technology. They’re shaping the future yet remain one of the industry’s best-kept secrets. We’re excited to upgrade their story to match the immensity of their engineering with a zag.”
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