Could Built The Satyam Brand

A brand name guru said of which it will take years regarding hard work to build a brand although just one single moment regarding madness to get rid of it. The Satyam case is some sort of live sort of this particular adage.
Late This summer 1996 I managed to get a call on the Saturday morning in one of the most significant head hunting companies in the country asking me whether I wanted a change associated with job. Their Hyderabad manager would not necessarily tell me the title of the client company as he was afraid I actually would refuse the chance on the mobile phone itself as the firm was small and comparatively unknown in comparison to the a single I was working in.
However, I performed go to meet him and i also was rather dissatisfied when he advised me you’re able to send label though the firm was Hyderabad centered and I was in the same town, too. He confident me to meet the company managing. The same evening I met Ramalinga Raju, Chairman, Satyam Computer Services. I actually had no idea what the company did as IT was not even in my radar being more from the particular engineering and auto industry. Actually We even a new stray thought that they will assembled grey market PCs.
The meeting with Raju lasted a lot more than an hour plus was very nice. He came throughout as a gentle person and very polite. Very soon I got a deal of appointment through Satyam. My partner referred to a few people in Bangalore in the IT field before I actually accepted it. Of course, the economical offer was quite attractive, too
I actually joined Satyam while head of business communications on July 16. The up coming day I got the call from Economic Times asking us for a discuss a new story that they were running regarding a check jumping case against Satyam. This troubled me personally as I got never experienced anything like that within the past. I simply mumbled that right now there was not a truth inside that story.
On the subject of ten days later on we had to be able to print some request cards for inaugurating our spanking new-technology centre. It surprised me when the printer asked us for 100% progress. He was exactly the same printer who used to give my previous company thirty days credit without queries. I began to worry whether My partner and i had made an important error of view in joining Satyam. I now appreciated that some of my friends found in Hyderabad expressed shock when I advised them that We were leaving a new leading multi-national company to join Satyam.
Anyway, it has been too late to do anything about it. And in 1996 driving a brand fresh Maruti Suzuki Regard around Hyderabad was a balm in a hurt self confidence. I put just about all mental poison aside plus decided I might carve a positive position for myself in addition to do what had been right for the firm.
The Company Negatives:
1) Nobody realized who ran the corporation, including investors. This is surprising as Raju was in typically the office regularly coming from 9am to 9pm.
2) People and investors still associated the name Satyam with construction and textile spinning rather than IT.
3) Typically the promoters, based in the flavor associated with the season acquired entered all kinds of businesses throughout the past in addition to failed, including such diverse fields seeing that aquaculture and sneaker uppers.
4) Satyam would still be perceived while a small Hyderabad based company.
5) In the Dataquest ranking of Indian native IT companies, Satyam stood a lowly 13.
6) Publications were reluctant to be able to interview Raju mainly because he has not been genuinely forthcoming with responses or along with his strategies for the business. Further, his speaking style at of which time had not been really fluent. The face of the company at that time was the head of sales & advertising and marketing.
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7) People recognized Satyam more as a body shopping firm than a serious IT player (this was really an unfair charge as in that time the majority of Indian IT businesses were actually only that).
The Firm Positives:
1. The particular company made revenue
2. Your customer record was quite amazing
3. Working atmosphere was friendly
some. The urge to grow was there
5. Raju gave a great deal of flexibility to the senior staff (though this specific itself created fiefdoms)
My Negatives:
1 . In my career till then My partner and i had never taken care of the editorial or news media. I got always in in order to advertising, marketing and sales promotion.
2. PR was anything absolutely fresh to me. In a method I had joined Satyam under false pretences, because when Raju asked me at the interview whether I knew anyone within the media the only name I can tell him was that of a good friend who managed the advertising functionality for the biggest media group within AP.
3. Once i joined Satyam I had not sent an e-mail in my life nor knew anything about something referred to as the internet. THAT was an strange subject to me personally. I used to be basically some sort of Mechanical Engineer.
The particular Beginning
I discovered that will the Bangalore centered advertising and PR agency handling the particular Satyam account seemed to be not really adding to much though they will charged an increased charge. We sacked these people and through the specialist selection process hired one of the particular top advertising organizations in the country to take care of our paid communication business. The first collaboration effort was to draw out the corporate id manual, called typically the Satyam Covenant. This was to create sure that almost all corporate branding effort across the entire world would be cohesive.
Knowing that a great advertising agency is definitely generally not clued in to open public relations, I decided to handle the press myself instead of incurring further spending in hiring some sort of PR agency. My personal first effort was basically a disaster. I prepared a report for our annual outcome without a heading. The very next day each syndication interpreted the results in its own way. It seemed to be rather embarrassing viewing a number of the headlines early the next early morning.
It was time for you to start earning our salary. I published out a fairly decent brand technique plan. On top of the list was a thing I titled “Brand building the CEO”. I made some sort of slide presentation to be able to Raju defining various brand positioning characteristics for his photo buildin

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