Differentiation without Confusion in EMS

摘要

Electronics manufacturing services companies have an unusual marketing challenge. Most companies' core value proposition centers around serving as an extension of their customers' manufacturing operations and providing expertise and/or economies-of-scale that lower total cost. The challenge is that when your "brand" involves your customers' reputations, they want to see consistency in terms of services offered, quality levels and organizational culture. Radical shifts in messages or organizational culture can make them nervous.