Strategies: Rapid adoption of 3-D printing will mean big changes to business

Bill Decker

Bill Decker

Bill Decker

Bill Decker

We can blame cheap labor (the common excuse) or we can look at the adaptability of the manufacturer that faces competition. Did all those factories embrace cost-saving technology? Were they able to be more instrumental in their client’s businesses? Were delivery times always met?

Many manufacturers offshored production. They concentrated on their competitor instead of their customer.

A new era of smart factories with elaborate client acquisition and retention plans is appearing.

• Branding will be enhanced.

A much misunderstood word, branding is “the emotional relationship between a firm and its clients and prospects.” If the woman above can simply print out a faucet washer, why can’t she print out a different, competitive and less-expensive version? She’ll stick with her original brand only if it makes financial and emotional sense.

Branding services often are pitched as building a brand: the logos, messaging, colors and corporate identity. Less often do we hear about protecting a brand. Branding should be ongoing, fresh, informative and captivating. Firms wishing to protect their brands will spend more money more frequently.

The firms that are adaptable, brand-conscious, global in reach, provide superior customer service and embrace 3-D printing will prosper with this new game-changing technology.

Those that rely on traditional business practices may go the way of the buggy whip.

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