Issue link: https://iconnect007.uberflip.com/i/1538100
AUGUST 2025 I SMT007 MAGAZINE 7 • Southeast Asian countries are surging into the electronics space as local markets and global suppliers • No single country can replicate the multi- national value chain behind modern electron- ics. International coordination will be key An input is a component or subassembly required for the finished good: semiconductors, batteries, sensors, wiring harnesses, and, of course, circuit boards. As EMS providers, depend- ing on whether you drop ship for your OEM cus- tomers, you are or are very close to the end of the supply chain. The report states, "Global input flows are not just a prelude to final assembly, they are the core of the value chain." 1 Likewise, in a recent interview with Marcy LaRont, David Schild, execu- tive director of the Printed Circuit Board Associa- tion of America, said, "You're starting to see a rec- ognition across the ecosystem that everybody out- side of semiconductors has been largely forgotten in the public policy discussion around reshoring and restoring capacity." 2 While his advocacy orga- nization is focused on U.S. resilience, the senti- ment applies globally. So, how does this relate to your brand? A brand is more than your logo; it's the customer's per- ception or feeling about your offering. Your brand encompasses how you express yourself and the impression it leaves on the audience. Depending on what your brand stands for, it either cultivates or discourages customer loyalty. How you man- age your role in the supply chain, therefore, affects your brand. Like the saying, "All roads lead to Rome," all dis- cussions lead back to supply chain. Even discuss- ing our respective brands brings our vendor man- agement practices under scrutiny. Sustainability is a growing concern in the maintenance of our brands; if you've cultivated a shorter, more responsive and resilient chain than your competitors, then you're likely to be more competitive, with more reliable delivery times. Those attributes boost your brand. To bring these two ideas together, we start with an interesting discussion on U.S and North Ameri- can reshoring trends from Harry Moser and Kathy Nunnally. I'm also sharing an article by Dr. Shawn DuBravac that originally appeared in the Summer 2025 issue of Community Magazine on the inter- connectedness of our supply chain. Thiago Guima- raes, director of industry intelligence at the Global Electronics Association, teases a new report soon to be released on business operations software solutions for EMS suppliers. M&A expert Tom Kast- ner sits for an interview to answer: Is there a power shift in ownership for U.S. manufacturing? Our cadre of columnists this month includes CEE's Tom Yang discussing what Chinese PCB fab- ricators offer the world market, and Josh Casper dives into what matters today in pick-and-place machine selection. Mike Konrad talks about the importance of connection in cultivating your brand, and Dr. Jennie Hwang wraps up her review of the Berkshire Hathaway annual meeting. Her column is touching and deeply human. Read part one here. If this "supply chain affects your brand" topic gets you fired up, I encourage you to download a copy of the report, "Interconnected: Global Elec- tronics Trade in an Age of Disruption," available at electronics.org. Until next month, I look forward to your stories and opinions. Our conversations with you help direct the content of the magazine, as this month's slight course correction demonstrates. Reach me at nolan@iconnect007.com. SMT007 References 1. "Interconnected: Global Electronics Trade in an Age of Disruption," by Global Electronics Association. 2. "PCBAA's David Schild: Where U.S. Electronics Manufacturing Stands Today," I-Connect007, July 14, 2025. Nolan Johnson is managing editor of SMT007 Magazine. Nolan brings 30 years of career experience focused almost entirely on electronics design and manufacturing. To contact Johnson, click here. N O L A N 'S N OT ES