Ingenuity Welcome at Johnson Controls

Johnson Controls has launched a new brand communications platform and refreshed corporate identity that incorporates a new logo, corporate slogan and advertising campaign. The company said the move is designed to better align its image and marketing efforts with the company’s current strategic direction. Using the slogan “Ingenuity Welcome,” Johnson Controls is promoting itself as a diversified, multi-industrial company organised into three divisions: Automotive Experience, Building Efficiency and Power Solutions.

During a press conference at last November’s AAPEX Show, JCI Power Solutions President Alex Molinaroli said the company wants to focus on its vision of helping consumers create and live in a more “comfortable, safe and sustainable world.” The presentation also included an overview of JCI’s Optima battery – a performance battery developed with a spiral cell, a colored top and a unique “six pack” shape. Other differentiating factors include absorbent glass-mat separators, tightly compressed cells, high-purity lead grids, solid cast connections and a completely sealed case.

Central to Optima’s value proposition, said JCI, is that it has two times the life of a typical battery and is 15 times more vibration-resistant. It also touts more starting power and maintenance-free operation. Target customers include drivers with added electronics in their vehicles, and truck, SUV, 4×4, performance and marine vehicle owners. (Tire Review/Akron)