A brand guru said that will it requires years regarding hard work to develop a brand although just one moment involving madness to get rid of it. The Satyam case is a new live sort of this specific adage.
Late September 1996 I got the call on some sort of Saturday morning from a single of the greatest head hunting firms in the nation asking me personally whether I desired a change regarding job. Their Hyderabad manager would not show me the title of the consumer company as this individual was afraid I would refuse the chance on the cell phone itself as being the company was small , relatively unknown compared to the 1 I was doing work in.
However, I did visit meet him or her and i also was rather let down when he advised me you can actually brand though the company was Hyderabad dependent and I has been in the identical city, too. He persuaded me to match the company supervision. The same day I met Ramalinga Raju, Chairman, Satyam Computer Services. I had no concept what the organization did as THAT was not even inside my radar being more from typically the engineering and automotive industry. In fact , I even had a stray thought that that they assembled grey marketplace PCs.
The ending up in Raju lasted greater than an hour plus was very nice. He came across as a soft person and quite polite. Very soon I got a package of appointment by Satyam. My wife reported a few people in Bangalore in the THAT field before We accepted it. Of course, the financial offer was quite attractive, too
My partner and i joined Satyam while head of corporate communications on August 16. The subsequent day I obtained some sort of call from Monetary Times asking us for a comment on a story that that they were running regarding a check jumping case against Satyam. This troubled me as I experienced never experienced anything at all like that within the past. I recently mumbled that there was not a truth inside that story.
On the subject of ten days afterwards we had to be able to print some request cards for inaugurating our spanking new-technology centre. It astonished me when the particular printer asked myself for 100% advance. He was the identical printer who used to give my previous company thirty times credit without questions. I began to worry whether We had made a major error of wisdom in joining Satyam. I now remembered that some involving my friends in Hyderabad expressed surprise when I informed them that My partner and i was leaving some sort of leading multi-national organization to join Satyam.
Anyway, it had been too late to do anything about it. And even in 1996 operating a brand brand new Maruti Suzuki Regard around Hyderabad seemed to be a balm in a hurt vanity. I put almost all negative thoughts aside and even decided I would carve an optimistic part for myself in addition to do what has been right for the company.
The Company Disadvantages:
1) Nobody knew who ran the corporation, including investors. This is surprising as Raju was in the particular office regularly from 9am to 9pm.
2) The general public in addition to investors still linked the name Satyam with construction and textile spinning rather than IT.
3) The promoters, based in the flavor of the season got entered all kinds of businesses inside the past and even failed, including these kinds of diverse fields as aquaculture and boot 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) Guides were reluctant to interview Raju mainly because he has not been definitely forthcoming with comments or along with his plans for the organization. Further, his talking style at of which time had not been extremely fluent. The face area regarding the company during those times was the head involving sales & marketing and advertising.
7) People identified Satyam more as being a body shopping business than a critical IT player (this was actually an unfounded charge as with that time the majority of Indian IT firms were actually just that).
The Organization Positives:
1. Typically the company made earnings
2. The client checklist was quite remarkable
3. Working ambience was pleasant
5. The urge growing was there
5. Raju gave a great deal of freedom to the senior staff (though this particular itself created fiefdoms)
My Negatives:
one In my profession till then My partner and i had never taken care of the editorial or perhaps news media. I got always in to advertising, marketing plus sales promotion.
a couple of. PR was anything absolutely fresh to me personally. In an approach I had formed joined Satyam under false pretences, because when Raju asked me at our interview whether My partner and i knew anyone inside the media the simply name I could tell him was that of a very good friend who dealt with the advertising performance for the largest media group within AP.
3. While i joined Satyam I had not sent an email around me nor understood anything about something called the internet. THAT was an unfamiliar subject to me. I had been basically the Mechanical Engineer.
The particular Beginning
I discovered that the Bangalore structured advertising and PR agency handling typically the Satyam account seemed to be not really adding to much though they will charged a high payment. We sacked them and through the professional selection process equiped one of the particular top advertising agencies in the region to take care of our paid out communication business. The particular first collaboration effort was to bring out the corporate identification manual, called typically the Satyam Covenant. This kind of was to help to make sure that most corporate branding energy across the globe would be cohesive.
Knowing that a good advertising agency is definitely generally not clued in to community relations, Choice to handle the media myself instead associated with incurring further spending in hiring a new PR agency. My personal first effort has been a disaster. We prepared a pr release for our annual outcome without a headline. The very next day each syndication interpreted the outcomes in its individual way. It had been rather embarrassing seeing a few of the headlines earlier the next early morning.
It was time to start earning our salary. I wrote out a pretty decent brand strategy plan. Along with the particular list was a thing I titled “Brand building the CEO”. I made a slide presentation to Raju defining different brand positioning attributes for his photo buildin