This is the title of a really good forum post on MFGx, and it's a great question that deserves to be debated.
In my opinion, the question posed is valid, because the vast majority of manufacturers don't understand branding at all. Marketing and promotion are "black arts" to manufacturers as much as feed rates, multi-axis machining techniques, and cellular manufacturing are to "marketers."
From my experience, the causes are easy to understand but complex to solve:
- Branding by and to manufacturers is different - The elements of "branding" that are most obvious in our culture (logos, slogans, etc.) resonate really well with the consumer in us, but they don't work well to solicit strong behavioral response from manufacturers with precise, explicit, tangible needs. I mean, think about it: "Looking for high-tolerance, complex geometrical product solutions with the most exotic materials for advanced weapon or aerospace applications? Well, we're the bomb!"
- There are few examples to follow - Consumer Marketing has become so prevalent, that that's all we see and have to use as examples. Manufacturer's Web sites often go for the shallow, and ignore the detail that most buyers of their services are looking for.
But maybe you think I'm all wet, or worse. Jump in this discussion. Defend yourselves. Share your thoughts.
So, what do you think?
Do manufacturers truly understand brand development?
