The way i Built The Satyam Brand

A model guru said that will it will take years of hard work to develop a brand yet just one moment of madness to kill it. The Satyam case is a new live sort of this specific adage.
Late This summer 1996 I obtained the call on the Saturday morning in one of the greatest head hunting companies in the united states asking me personally whether I needed a change of job. Their Hyderabad manager would not show me the name of the customer company as he or she was afraid I actually would refuse the chance on the phone itself as being the company was small , and comparatively unknown when compared to a single I was working in.
However, I would go to meet him or her and I was rather let down when he informed me you can actually name though the company was Hyderabad structured and I has been in exactly the same town, too. He convinced me to meet the company administration. The same day I met Ramalinga Raju, Chairman, Satyam Computer Services. My partner and i had no clue what the business did as THIS was not even found in my radar becoming more from the engineering and automobile industry. In fact , We even had a run thought that these people assembled grey marketplace PCs.
The ending up in Raju lasted over an hour and was very pleasurable. He came throughout as a delicate person and quite polite. Very shortly I got a deal of appointment from Satyam. My wife known a handful of people in Bangalore in the THIS field before We accepted it. Involving course, the economic offer was really attractive, too
We joined Satyam as head of corporate communications on Aug 16. The up coming day I obtained some sort of call from Economic Times asking myself for a touch upon the story that they will were running concerning a check bouncing case against Satyam. This troubled me personally as I had never experienced something like that inside the past. I simply mumbled that there was no truth inside that story.
About ten days later we had to be able to print some invitation cards for inaugurating our spanking new-technology centre. It surprised me when typically the 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 to be able to worry whether I had made a major error of judgment in joining Satyam. I now remembered that some associated with my friends inside of Hyderabad expressed astonish when I advised them that I was leaving a leading multi-national firm to join Satyam.
Anyway, it had been too late to do almost anything about it. And in 1996 driving a brand new Maruti Suzuki Fancy around Hyderabad has been a balm in a hurt pride. I put most mental poison aside and decided I might carve a confident role for myself plus do what was best for the company.
The Company Disadvantages:
1) Nobody understood who ran the organization, including investors. It was surprising as Raju was in the particular office regularly by 9am to 9pm.
2) The population plus investors still connected the name Satyam with construction plus textile spinning and never IT.
3) The promoters, based in the flavor associated with the season acquired entered all types of businesses in the past plus failed, including such diverse fields seeing that 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) Journals were reluctant to be able to interview Raju simply because he has not been actually forthcoming with responses or along with his plans for the firm. Further, his speaking style at that time had not been quite fluent. The face of the company during that time was the head regarding sales & advertising.
7) People identified Satyam more being a body shopping organization than a critical IT player (this was actually an unfounded charge as at that time almost all Indian IT companies were actually simply that).
The Organization Positives:
1. The particular company made profits
2. The consumer record was quite outstanding
3. Working atmosphere was warm and friendly
5. The urge to cultivate was there
5. Raju gave lots of independence to the senior staff (though this itself created fiefdoms)
My Negatives:
one In my job till then I actually had never managed the editorial or perhaps news media. I was always in in order to advertising, marketing plus sales promotion.
2. PR was some thing absolutely new to myself. In an approach I had joined Satyam under false pretences, because when Raju said at my interview whether I actually knew anyone within the media the just name I can tell him was that of an excellent friend who dealt with the advertising perform for the biggest media group within AP.
3. While i joined Satyam I had never sent an electronic mail around me nor recognized everything with something named the internet. THAT was an strange subject to me. I used to be basically the Mechanical Engineer.
Typically the Beginning
I discovered that will the Bangalore centered advertising and PAGE RANK agency handling the Satyam account seemed to be not really contributing much though they will charged a high payment. We sacked all of them and through the professional selection process hired one of the top advertising agencies in the nation to deal with our paid communication business. The particular first collaboration work was to enhance the corporate identity manual, called the Satyam Covenant. This specific was to help make sure that all corporate branding hard work across the globe would be cohesive.
Knowing that an advertising agency is generally not clued in to general public relations, Choice to be able to handle the media myself instead of incurring further expenses in hiring the PR agency. My personal first effort was a disaster. I prepared a report with regard to our annual outcome without a subject. The next day each publication interpreted the effects in its very own way. It seemed to be rather embarrassing viewing a few of the headlines early on the next morning.
It was time for you to start earning the salary. I published out a quite decent brand strategy plan. Along with the particular list was some thing I titled “Brand building the CEO”. I made some sort of slide presentation to be able to Raju defining several brand positioning features for his photo buildin

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