One of MarCom´s main tasks is to direct the public´s (i.e. the customer´s) view on the company´s bright shining novelties as well as on the ideas and strategies behind. What, if strategies can´t differ much – if there is only one answer to the over all business challenges, as we face it in electronics manufacturing rigth now, clearly made visible by the economic crisis? If, therefore, the main competitor´s solutions are similar to the ones that emerge from the own companies r&d processes, driven likewise by customer needs and technological state-of-the-art? Then it comes to the great appearance of MarCom and they start fighting the Persil war: Who has the white whiter than white?
I´m fine with that, as long as it happens with a wink of the eye. It is part of the show and occasionally has the entertainment value of a poetry slam: Capacity on demand is outclassed by true capacity on demand and total cost of ownership is put into question by kicking the word total into the long grass …
But on a level of strategic decisions on investment as well as in daily business of electronic manufacturing people, pressing tasks wait to be done. So the public addressed in such a way might turn around and go for things that really count. The Productronica made quite clear, enabling innovation is what really counts in the electronics manufacturing industry. Hopefully even the MarCom people recollect this – and maybe find some new answers in the blue ocean strategy: The original Persil war in german TV commercials was over when Henkel stated. „Persil, da weiß man was man hat.“ A hard to translate play on words – maybe whiteness and wisdom give you the idea.
Welcome to the last issue of EPP Europe in 2009, combined with EPP as a Twin-Edition and mainly focussed on the previous Productronica show. I wish you all the best for the holiday season and the coming new year.
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