Feature

Is KEI on the cusp of transformation?

The cable manufacturer may need to get into a competitive space to change its fortunes 

Have you heard about the one where a cable maker walks into a bar? No. It’s because nothing fun is ever associated with cables (unless EL James and her shades of Grey have something to do with it). Therefore, it must be difficult to build an engaging cable brand. For example, what kind of taglines could the company have, to have people wear them on T-shirts and caps? “Wired right” or “Sparks don’t fly”? Or what kind of events could they host, to catch the interest of a spender? Maybe “a conclave on the advances in rubber insulation”? Even with an open bar, that event will be sparsely attended.