How I Built The Satyam Brand

A brand name guru said that will it requires years regarding hard work to create a brand yet just one single moment associated with madness to kill it. The Satyam case is some sort of live example of this kind of adage.
Late Come july 1st 1996 I obtained some sort of call on the Saturday morning from of the most significant head hunting businesses in the country asking me personally whether I wanted a change of job. Their Hyderabad manager would not really tell me the title of the customer company as this individual was afraid My partner and i would refuse the chance on the telephone itself as the organization was small , and relatively unknown compared to the 1 I was working in.
However, I did visit meet him and I was rather disappointed when he informed me you’re able to send brand though the firm was Hyderabad centered and I has been in the identical town, too. He persuaded me to at least match the company supervision. The same day I met Ramalinga Raju, Chairman, Satyam Computer Services. We had no idea what the firm did as THIS was not really inside of my radar being more from typically the engineering and vehicle industry. In fact , I actually even a new stray thought that these people assembled grey industry PCs.
The ending up in Raju lasted greater than an hour in addition to was very enjoyable. He came throughout as a delicate person and quite polite. Very shortly I got a deal of appointment from Satyam. My partner labeled a handful of people in Bangalore in the THAT field before I actually accepted it. Regarding course, the monetary offer was extremely attractive, too
I joined Satyam because head of company communications on Aug 16. The up coming day I acquired a new call from Financial Times asking us for a discuss the story that they were running concerning a check bouncing case against Satyam. This troubled us as I got never experienced everything like that in the past. I simply mumbled that there was not a truth in that story.
Around ten days later we had to be able to print some invitation cards for inaugurating our spanking new technology centre. It astonished me when the particular printer asked us for 100% advance. He was the same printer who utilized to give my before company thirty times credit without queries. I began in order to worry whether I actually had made a significant error of common sense in joining Satyam. I now appreciated that some associated with my friends found in Hyderabad expressed surprise when I advised them that I actually was leaving a leading multi-national company to join Satyam.
Anyway, it has been too late to do anything about it. Plus in 1996 driving a brand brand new Maruti Suzuki Regard around Hyderabad seemed to be a balm about a hurt pride. I put all mental poison aside plus decided I might carve a positive position for myself and do what had been befitting the company.
The Company Negatives:
1) Nobody recognized who ran the organization, including investors. This is surprising as Raju was in the office regularly through 9am to 9pm.
2) The population plus investors still connected the name Satyam with construction in addition to textile spinning and not IT.
3) The promoters, based in the flavor involving the season had entered all kinds of businesses inside the past and even failed, including these kinds of diverse fields while aquaculture and footwear uppers.
4) Satyam was still perceived while a small Hyderabad based company.
5) In the Dataquest ranking of Indian IT companies, Satyam stood a lowly 13.
6) Guides were reluctant to interview Raju just as he had not been genuinely forthcoming with feedback or together with his programs for the company. Further, his talking style at that will time was not very fluent. The eye of the company in those days was the head of sales & marketing and advertising.
7) People recognized Satyam more being a body shopping organization than a critical IT player (this was really an unfair charge as from that time most Indian IT companies were actually simply that).
The Organization Positives:
1. Typically the company made income
2. The consumer list was quite outstanding
3. Working atmosphere was helpful
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4. The urge to cultivate was there
5. Raju gave a great deal of freedom to the older staff (though this particular itself created fiefdoms)
My Negatives:
one In my career till then We had never dealt with the editorial or perhaps news media. I got always in to advertising, marketing and sales promotion.
2. PR was anything absolutely a new comer to us. In an approach I had fashioned joined Satyam under false pretences, because when Raju asked me at our interview whether I actually knew anyone within the media the only name I may tell him was that of a good friend who managed the advertising functionality for the largest media group inside AP.
3. When I joined Satyam I had not sent an email in my life nor understood everything with something referred to as the internet. IT was an unfamiliar subject to me. I used to be basically the Mechanical Engineer.
Typically the Beginning
I found that will the Bangalore structured advertising and PR agency handling the Satyam account was not really adding to much though they charged a high payment. We sacked these people and by way of a professional selection process designated one of typically the top advertising firms in the nation to handle our paid communication business. The first collaboration hard work was to draw out the corporate identity manual, called the Satyam Covenant. This was to create sure that most corporate branding effort across the planet would be natural.
Knowing that an advertising agency is usually generally not clued in to public relations, Choice to be able to handle the media myself instead of incurring further expenses in hiring some sort of PR agency. Our first effort has been a disaster. My partner and i prepared a report with regard to our annual outcome without a headline. The following day each distribution interpreted the effects in its individual way. It was rather embarrassing discovering a few of the headlines early the next early morning.
It was time for you to start earning our salary. I composed out a pretty decent brand approach plan. On top of typically the list was something I titled “Brand building the CEO”. I made a slide presentation in order to Raju defining several brand positioning attributes for his photo buildin

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