By Natalie Mortimer

Siemens has introduced a new brand positioning that it hopes will better communicate the impact its technology has on society and shake off its image as a mobile phone and consumer goods company.

The new ‘Ingenuity for Life’ strapline, developed by Ogilvy & Mather, underpins the positioning and has been created to showcase Siemens work across three core areas – the Future of Manufacturing, Sustainable Energy, and Intelligent Infrastructure. The global rebrand, which will alter the entire brand communication, follows the adoption of a new strategy which focuses on automation and digitalisation.

Speaking to The Drum Claire Jarvis, director of communications, said Read full story ›

Source: The Drum