Could Built The Satyam Brand

A brand guru said that it requires years regarding hard work to construct a brand nevertheless just one single moment of madness to eliminate it. The Satyam case is a new live example of this particular adage.

Late This summer 1996 I got some sort of call on a Saturday morning from one of the most significant head hunting companies in the country asking me personally whether I wanted a change involving job. Their Hyderabad manager would not really tell me the brand of the consumer company as he or she was afraid I actually would refuse the opportunity on the telephone itself since the company was small and relatively unknown when compared to 1 I was working in.

However, I do go to meet your pet and am was rather dissatisfied when he told me you’re able to send label though the business was Hyderabad centered and I seemed to be in a similar town, too. He persuaded me to at least encounter the company management. The same day I met Ramalinga Raju, Chairman, Satyam Computer Services. I had no hint what the firm did as THAT was not really inside my radar being more from typically the engineering and auto industry. Actually We even had a run thought that that they assembled grey marketplace PCs.

The ending up in Raju lasted a lot more than an hour and was very pleasurable. He came around as a gentle person and quite polite. Very shortly I got a deal of appointment through Satyam. My wife referred to a handful of people in Bangalore in the THIS field before We accepted it. Of course, the economical offer was quite attractive, too

We joined Satyam because head of company communications on Aug 16. The next day I acquired a call from Monetary Times asking me personally for a comment on a story that they will were running regarding a check bouncing case against Satyam. This troubled me personally as I experienced never experienced anything at all like that throughout the past. I simply mumbled that there was not a truth in that story.

Around ten days after we had to print some invite cards for inaugurating our spanking new-technology centre. It surprised me when typically the printer asked me for 100% progress. He was the identical printer who utilized to give my earlier company thirty days credit without queries. I began to worry whether My partner and i had made a serious error of judgment in joining Satyam. I now kept in mind that some of my friends found in Hyderabad expressed astonish when I advised them that My partner and i was leaving the leading multi-national company to join Satyam.

Anyway, it seemed to be too late to do anything about it. Plus in 1996 operating a brand fresh Maruti Suzuki Esteem around Hyderabad was a balm about a hurt vanity. I put almost all mental poison aside plus decided I might carve a confident role for myself and even do what has been best for the business.

The Company Disadvantages:

1) Nobody understood who ran the organization, including investors. This is surprising as Raju was in the office regularly coming from 9am to 9pm.

2) People in addition to investors still connected the name Satyam with construction in addition to textile spinning and not IT.

3) The particular promoters, based on the flavor regarding the season had entered all types of businesses inside the past and even failed, including such diverse fields as aquaculture and boot uppers.

4) Satyam was still perceived since a small Hyderabad based company.

5) In the Dataquest ranking of American indian IT companies, Satyam stood a lowly 13.

6) Journals were reluctant to interview Raju just as he was not genuinely forthcoming with feedback or along with his programs for the firm. Further, his speaking style at that time was not really fluent. The facial skin of the company during those times was the head regarding sales & advertising and marketing.

7) People perceived Satyam more as a body shopping firm than a severe IT player (this was actually an illegal charge as at that time most Indian IT companies were actually only that).

The Business Positives:

1. Typically the company made income

2. The client checklist was quite amazing

3. Working ambience was helpful

some. The urge to grow was there

5. Raju gave a great deal of independence to the older staff (though this specific itself created fiefdoms)

My Negatives:

one In my career till then I actually had never managed the editorial or news media. I had been always in in order to advertising, marketing and even sales promotion.

two. PR was some thing absolutely a new comer to me personally. In a method I had developed joined Satyam under false pretences, because when Raju said at the interview whether I knew anyone inside the media the simply name I may tell him was that of a very good friend who taken care of the advertising performance for the greatest media group inside AP.

3. While i joined Satyam I had never sent an email around me nor realized everything with something called the internet. IT was an peculiar subject to us. I was basically a new Mechanical Engineer.

The particular Beginning

I came across that will the Bangalore structured advertising and PR agency handling the Satyam account had been not really adding much though they charged an increased charge. We sacked these people and through the professional selection process appointed one of typically the top advertising firms in the region to manage our paid communication business. Typically the first collaboration work was to reveal the corporate identity manual, called the Satyam Covenant. This kind of was to make sure that almost all corporate branding energy across the planet would be cohesive.

Knowing that a good advertising agency is usually generally not clued in to public relations, Choice to handle the multimedia myself instead involving incurring further expenditure in hiring some sort of PR agency. The first effort was initially a disaster. I prepared a pr release intended for our annual outcome without a topic. The following day each publication interpreted the outcomes in its very own way. It seemed to be rather embarrassing finding a number of the headlines earlier the next early morning.

해외선물 It was time to start earning my salary. I wrote out a fairly decent brand approach plan. Along with typically the list was something I titled “Brand building the CEO”. I made a slide presentation in order to Raju defining different brand positioning attributes for his photo buildin