By Renée Francoeur
October 26, 2015 – Schneider Electric says its new global brand strategy, Life Is On, goes beyond marketing and marks the beginning of a fresh company story.
“Schneider Electric is now about Life Is On,” said Chris Leong, Schneider Electric’s chief marketing officer, during a webinar launching the brand last week. “Life is on because energy is on… Our technologies ensure life is on for everyone everywhere at every moment.”
Life Is On is about an industrial company coming out with new way of communicating, she added, and integrating information technology (IT) with operational technology (OT) to advance their solutions in the wave of the industrial internet.
“It will put the spotlight on the company’s customers, showcasing their ability to make an impact on their organizations, communities and society. It will highlight new technologies that enable distributed and connected energy that will redefine the way we live”, Leong continued.
The Life Is On brand will tie everything that Schneider does together, so whether a customer is viewing an APC or software ad, they will see how Schneider’s products and solutions circle back to the overall message “Life Is On”, said Tony Wells, senior vice-president of marketing.
Life Is On will be focused on “digital executions”, Wells said, noting the campaign will “take us out from behind walls,” utilizing social media, case studies and white papers as well as advertising in stores and on the side of buses, for example.
In contrast to the company’s legacy, that comes from a “pure electrical distribution space,” Leong noted Life Is On is about showcasing how Schneider is an overall energy management specialist in areas such as smart homes, smart grids, hotel management, wastewater management, renewable energy, data centre solutions and industrial automation solutions, just to name a few.
“We want to tap into the emotion of how energy is alive in work, play, and at home,” she said.