Can certainly make money Built The Satyam Brand

A model guru said that it takes years regarding hard work to build a brand although only one moment involving madness to kill it. The Satyam case is some sort of live example of this kind of adage.
Late This summer 1996 I obtained some sort of call on a new Saturday morning from of the largest head hunting organizations in the country asking myself whether I wanted a change associated with job. Their Hyderabad manager would certainly not show me the brand of the consumer company as he or she was afraid I actually would refuse the chance on the cell phone itself because the firm was small and fairly unknown compared to the one I was doing work in.
However, I would visit meet him and am was rather unhappy when he advised me you can actually brand though the organization was Hyderabad centered and I had been in exactly the same metropolis, too. He asked me to encounter the company management. The same day I met Ramalinga Raju, Chairman, Satyam Computer Services. We had no hint what the company did as IT was not even inside my radar being more from the particular engineering and automobile industry. Actually I actually even a new run thought that they will assembled grey industry PCs.
The ending up in Raju lasted more than an hour plus was very nice. He came throughout as a soft person and very polite. Very rapidly I got a deal of appointment from Satyam. My spouse labeled a handful of people in Bangalore in the IT field before I actually accepted it. Associated with course, the economical offer was quite attractive, too
My partner and i joined Satyam as head of company communications on August 16. The next day I obtained some sort of call from Economical Times asking myself for a discuss the story that that they were running about a check jumping case against Satyam. This troubled us as I acquired never experienced anything like that within the past. I recently mumbled that right now there was no truth throughout that story.
About ten days afterwards we had to be able to print some invitation cards for inaugurating our spanking new technology centre. It surprised me when the particular printer asked us for 100% advance. He was exactly the same printer who utilized to give my before company thirty times credit without queries. I began to worry whether I actually had made an important error of judgment in joining Satyam. I now recalled that some regarding my friends found in Hyderabad expressed astonish when I advised them that I actually was leaving a leading multi-national company to join Satyam.
Anyway, it seemed to be too late to do almost anything about it. In addition to in 1996 operating a brand brand new Maruti Suzuki Respect around Hyderabad has been a balm in a hurt pride. I put most mental poison aside plus decided I might carve a positive position for myself in addition to do what was best for the firm.
The Company Problems:
1) Nobody knew who ran the company, including investors. This is surprising as Raju was in the office regularly coming from 9am to 9pm.
2) The public in addition to investors still connected the name Satyam with construction and even textile spinning and never IT.
3) The particular promoters, based in the flavor associated with the season got entered all varieties of businesses in the past and even failed, including these kinds of diverse fields like aquaculture and shoe uppers.
4) Satyam was still being 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 interview Raju mainly because he had not been genuinely forthcoming with remarks or together with his programs for the company. Further, his talking style at of which time had not been extremely fluent. The face involving the company during those times was the head involving sales & marketing and advertising.
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7) People identified Satyam more like a body shopping company than a serious IT player (this was actually an unfounded charge as in that time most Indian IT firms were actually merely that).
The Firm Positives:
1. The company made income
2. The customer record was quite outstanding
3. Working feel was helpful
4. The urge growing was there
5. Raju gave a lot of independence to the elderly staff (though this particular itself created fiefdoms)
My Negatives:
1 ) In my job till then I had never dealt with the editorial or news media. I was always in to advertising, marketing in addition to sales promotion.
a couple of. PR was something absolutely fresh to us. In a method I had fashioned joined Satyam under false pretences, because when Raju asked me at my personal interview whether I knew anyone inside the media the only name I may tell him is that of a great friend who handled the advertising function for the greatest media group throughout AP.
3. While i joined Satyam I had never sent an electronic mail around me nor knew everything with something known as the internet. THIS was an strange subject to me personally. I had been basically some sort of Mechanical Engineer.
The particular Beginning
I found that the Bangalore structured advertising and PR agency handling the particular Satyam account has been not really adding much though these people charged a top fee. We sacked these people and through the expert selection process hired one of the top advertising organizations in the country to take care of our paid out communication business. The first collaboration hard work was to enhance the corporate identification manual, called typically the Satyam Covenant. This particular was to make sure that almost all corporate branding work across the entire world would be natural.
Knowing that an advertising agency is definitely generally not clued in to open public relations, I decided in order to handle the press myself instead involving incurring further costs in hiring a PR agency. My personal first effort was initially a disaster. I prepared a report regarding our annual outcome without a topic. The very next day each distribution interpreted the effects in its personal way. It had been rather embarrassing discovering a number of the headlines early the next early morning.
It was time and energy to start earning our salary. I wrote out a fairly decent brand method plan. Along with typically the list was something I titled “Brand building the CEO”. I made a slide presentation to be able to Raju defining various brand positioning features for his image buildin

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