Are you branded -- the right way?

There's a lot of talk in business these days about the value and importance of brands. Marketers look enviously at the world's great brands and dream of growing their own brands into world powers.

06/01/1998


There's a lot of talk in business these days about the value and importance of brands. Marketers look enviously at the world's great brands and dream of growing their own brands into world powers. Some brands are so well established that they are mistakenly used to name all similar products. People are more likely to say, "Hand me a Kleenex," than they are to say, "Hand me a facial tissue." You get the idea.

Don E. Schultz, a marketing consultant and professor, says that brands are the personification of the relationship between the marketer and the customer. Brands are what customers buy, he says, what they relate to, and what they believe in.

That's pretty powerful stuff.

We on Plant Engineering magazine know the value of our brand, and we work hard to make sure it's a name that you relate to and believe in. Our corporate parent, Cahners Business Information, is working to improve its brand recognition, too, as you can read about on p 12 in this issue.

While we recognize and readily accept the concept of branding in relation to companies and products, we don't normally attach branding concepts to people or organizations.

Even so, you are a brand, or perhaps more accurately, have been branded. We all have been, by virtue of what we do or where we work. I've been branded as an editor, for better or worse.

My questions are: How are you branded? And what are you doing to strengthen your brand? Schultz advises that brands are built with well-planned, well-designed, well-executed programs that focus on customer value and relationships. Successful brands in the marketplace don't just happen. They are created, nurtured, and promoted. Your computer doesn't have an "Intel Inside" sticker on it because the manufacturer thinks it looks nice. It's there because the Intel brand means something to the customer.

How are you working to position yourself or function in the plant as a recognized and respected brand? What comes to your internal customers' minds when they hear "plant engineer" or "maintenance department?" Are you customer focused and value oriented? Do they see you as contributing to profits or as a necessary, undesirable cost? Are you a valuable resource or a pain in the you-know-what? Are you an essential team member or a candidate for outsourcing?

A good brand is a valuable asset. And I'll bet yours, like mine, could be strengthened.





No comments
The Top Plant program honors outstanding manufacturing facilities in North America. View the 2015 Top Plant.
The Product of the Year program recognizes products newly released in the manufacturing industries.
The Engineering Leaders Under 40 program identifies and gives recognition to young engineers who...
Your leaks start here: Take a disciplined approach with your hydraulic system; U.S. presence at Hannover Messe a rousing success
Hannover Messe 2016: Taking hold of the future - Partner Country status spotlights U.S. manufacturing; Honoring manufacturing excellence: The 2015 Product of the Year Winners
Inside IIoT: How technology, strategy can improve your operation; Dry media or web scrubber?; Six steps to design a PM program
Getting to the bottom of subsea repairs: Older pipelines need more attention, and operators need a repair strategy; OTC preview; Offshore production difficult - and crucial
Digital oilfields: Integrated HMI/SCADA systems enable smarter data acquisition; Real-world impact of simulation; Electric actuator technology prospers in production fields
Special report: U.S. natural gas; LNG transport technologies evolve to meet market demand; Understanding new methane regulations; Predictive maintenance for gas pipeline compressors
Warehouse winter comfort: The HTHV solution; Cooling with natural gas; Plastics industry booming
Managing automation upgrades, retrofits; Making technical, business sense; Ensuring network cyber security
Designing generator systems; Using online commissioning tools; Selective coordination best practices

Annual Salary Survey

Before the calendar turned, 2016 already had the makings of a pivotal year for manufacturing, and for the world.

There were the big events for the year, including the United States as Partner Country at Hannover Messe in April and the 2016 International Manufacturing Technology Show in Chicago in September. There's also the matter of the U.S. presidential elections in November, which promise to shape policy in manufacturing for years to come.

But the year started with global economic turmoil, as a slowdown in Chinese manufacturing triggered a worldwide stock hiccup that sent values plummeting. The continued plunge in world oil prices has resulted in a slowdown in exploration and, by extension, the manufacture of exploration equipment.

Read more: 2015 Salary Survey

Maintenance and reliability tips and best practices from the maintenance and reliability coaches at Allied Reliability Group.
The One Voice for Manufacturing blog reports on federal public policy issues impacting the manufacturing sector. One Voice is a joint effort by the National Tooling and Machining...
The Society for Maintenance and Reliability Professionals an organization devoted...
Join this ongoing discussion of machine guarding topics, including solutions assessments, regulatory compliance, gap analysis...
IMS Research, recently acquired by IHS Inc., is a leading independent supplier of market research and consultancy to the global electronics industry.
Maintenance is not optional in manufacturing. It’s a profit center, driving productivity and uptime while reducing overall repair costs.
The Lachance on CMMS blog is about current maintenance topics. Blogger Paul Lachance is president and chief technology officer for Smartware Group.
This article collection contains several articles on the vital role that compressed air plays in manufacturing plants.
This article collection contains several articles on the Industrial Internet of Things (IIoT) and how it is transforming manufacturing.
This article collection contains several articles on strategic maintenance and understanding all the parts of your plant.
click me