Posts Tagged ‘B2B manufacturing’

Manufacturing Manufacturing Jobs

Monday, July 5th, 2010

Back in the ‘80s I worked for a Fortune 500 company that had manufacturing facilities all over the place.  They built massive things, like railcars, but they decided it was more profitable to stop creating products and start buying them elsewhere.  At the time, this saddened me, even though I was all for increased profitability.

It seemed a bit penny wise and pound foolish to have invested in people and equipment for decades and then just stop.  All that expertise down the drain.  All those jobs gone overseas.  All those people here in the U.S.—whole towns—idle.  Seemed like a waste, even though items being manufactured had become commoditized and could be produced cheaper elsewhere.

There’s an interesting article by Andy Grove in Business Week that articulates the problem with more nuance.  He says, “Not only did we lose an untold number of jobs, we broke the chain of experience so important in technological evolution.  As happened with batteries (that are now being manufactured overseas), abandoning today’s ‘commodity’ manufacturing can lock you out of tomorrow’s emerging industry.”

I’m not sure there’s an emerging industry we’ll miss by not building railcars, but maybe.  You don’t know for sure unless you continue to build them.  But you do know it’s more satisfying to actually produce something, a physical thing you can touch and be proud of.  And you do know it’s a good thing to create jobs, not lose them.

When you manufacture things, you also manufacture jobs.

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The Masters and Brand Mastery

Monday, April 12th, 2010

You can ask Accenture and other companies who bailed on Tiger Woods: When a person is also a brand in and of himself, and the brand is elevated to great heights by all who perceive him, there’s probably going to be a precipitous fall. And some marketers are bemoaning that consumer mistrust of this one brand is leaching to taint mistrust of many brands.

Maybe it’s true, but I would say most brands get what they deserve. Customers will be loyal to you if you give them ample reason to be. And they’ll stay loyal if you can sustain the reasons people trust you. No matter what size your company, it really comes down this:

Does your company have integrity?

So much easier said than done. Some would argue a big consumer goods company has a tougher time maintaining integrity by virtue of its size alone. But I would say it’s not a cakewalk for B2B companies either.

We B2B manufacturing firms have more different types of employees interacting directly with customers than most: ordering, shipping, accounts receivable, sales and more, depending on the type of product or service you offer. Every one of these people has to live up to the brand promise in every single transaction we make. Nearly impossible.

The point is, brand loyalty is very personal. And people aren’t perfect. Trust takes a long time to build and just seconds to shatter.

Take Tiger Woods, the most current, obvious example of a fallen brand. No matter how somber and sincere he looks in the new Nike black and white ad with a voice-over of his deceased father (ultra creepy, I think), Tiger has broken his brand promise. He is not yet to be trusted, although maybe he can build it back over time.

And yesterday, when Phil Michelson won the green jacket and tearfully hugged his wife (who has breast cancer) and their children, well, pass the tissues. The contrast between Phil and Tiger, who came in fourth, could not be greater. It’s all about honor, character, keeping your promises—for individuals and for companies too.

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