hist78
Well-known member
"So when TSMC’s massive new manufacturing plant (or “fab,” as those in the semiconductor business like to call it) arose recently in the desert north of Phoenix, Arizonans might have expected to see a polished logo adorning the building’s facade. Instead, many were likely flummoxed by the TSMC symbol. Was it supposed to be a crossword puzzle? A disco ball? A badminton racquet? A screen door replete with dead houseflies?"
"Until recently, this may not have been seen as a problem for companies that, like TSMC, were not public-facing. There was a sense that branding elements like names and logos were shiny baubles that served only to catch the eyes of the public, and that were irrelevant within the context of B2B relationships. As economic historian Mira Wilkins put it in a 1992 paper, “Most industrial organization economists consider the brand name as highly important in sales to the final consumer. They take the view, however, that profit-motivated firms are wiser than individuals, so trade marks are not needed to convey information to producers.”
"Such thinking is going by the wayside as modern economists let go of long-held assumptions about perfect human rationality, and it would seem time for even the stodgiest B2B companies to start caring more about their brands. TSMC, in particular, has been embroiled in geopolitical intrigue that has put it in an unprecedented spotlight. The face that it presents to the world matters more than it ever has, and it’s about time for TSMC to sunset its old wafer."
"Until recently, this may not have been seen as a problem for companies that, like TSMC, were not public-facing. There was a sense that branding elements like names and logos were shiny baubles that served only to catch the eyes of the public, and that were irrelevant within the context of B2B relationships. As economic historian Mira Wilkins put it in a 1992 paper, “Most industrial organization economists consider the brand name as highly important in sales to the final consumer. They take the view, however, that profit-motivated firms are wiser than individuals, so trade marks are not needed to convey information to producers.”
"Such thinking is going by the wayside as modern economists let go of long-held assumptions about perfect human rationality, and it would seem time for even the stodgiest B2B companies to start caring more about their brands. TSMC, in particular, has been embroiled in geopolitical intrigue that has put it in an unprecedented spotlight. The face that it presents to the world matters more than it ever has, and it’s about time for TSMC to sunset its old wafer."
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