Could Built The Satyam Brand

A company guru said that will it requires years associated with hard work to construct a brand nevertheless just one single moment regarding madness to destroy it. The Satyam case is a new live example of this adage.
Late Come july 1st 1996 I managed to get some sort of call on a Saturday morning from a single of the greatest head hunting businesses in the nation asking myself whether I wanted a change of job. Their Hyderabad manager would not necessarily tell me the title of the client company as this individual was afraid We would refuse the chance on the cell phone itself as being the organization was small and relatively unknown in comparison to the a single I was employed in.
However, I did visit meet him or her and i also was rather dissatisfied when he informed me you’re able to send name though the firm was Hyderabad dependent and I seemed to be in a similar city, too. He confident me to at least encounter the company supervision. The same day I met Ramalinga Raju, Chairman, Satyam Computer Services. I actually had no idea what the organization did as THAT was not even found in my radar staying more from typically the engineering and auto industry. Actually I actually even had a stray thought that they assembled grey market PCs.
The meeting with Raju lasted over an hour and even was very pleasant. He came across as a gentle person and extremely polite. Very rapidly I got an offer of appointment from Satyam. My wife labeled a few people in Bangalore in the IT field before I actually accepted it. Associated with course, the economic offer was extremely attractive, too
I actually joined Satyam as head of corporate and business communications on Aug 16. The next day I managed to get a new call from Financial Times asking me for a discuss a story that they were running regarding a check bouncing case against Satyam. This troubled us as I had never experienced everything like that inside the past. I just mumbled that at this time there was not a truth within that story.
On the subject of ten days later we had in order to print some request cards for inaugurating our spanking new technology centre. It astonished me when the printer asked me for 100% advance. He was exactly the same printer who used to give my previously company thirty times credit without queries. I began to worry whether My partner and i had made a major error of view in joining Satyam. I now kept in mind that some associated with my friends in Hyderabad expressed amaze when I informed them that I actually was leaving a leading multi-national business to join Satyam.
Anyway, it has been too late to do almost anything about it. Plus in 1996 driving a brand brand new Maruti Suzuki Regard around Hyderabad seemed to be a balm in a hurt ego. I put most negative thoughts aside plus decided I would carve an optimistic function for myself in addition to do what had been best for the firm.
The Company Negatives:
1) Nobody understood who ran the organization, including investors. It was surprising as Raju was in the particular office regularly coming from 9am to 9pm.
2) The population and even investors still connected the name Satyam with construction and even textile spinning and never IT.
3) Typically the promoters, based about the flavor involving the season experienced entered all varieties of businesses throughout the past and even failed, including these kinds of diverse fields seeing that aquaculture and boot uppers.
4) Satyam was still being perceived because 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 was not really forthcoming with responses or along with his strategies for the business. Further, his speaking style at that time had not been quite fluent. The face area regarding the company during those times was the head involving sales & advertising.
7) People recognized Satyam more being a body shopping company than a critical IT player (this was actually an unfair charge as with that time the majority of Indian IT organizations were actually merely that).
The Company Positives:
1. The particular company made profits
2. The customer record was quite remarkable
3. Working ambience was warm and friendly
4. The urge to develop was there
5. Raju gave a lot of independence to the elderly staff (though this specific itself created fiefdoms)
My Negatives:
one In my job till then I actually had never taken care of the editorial or news media. I was always in in order to advertising, marketing in addition to sales promotion.
two. PR was a thing absolutely a new comer to us. In an approach I had fashioned joined Satyam under false pretences, because when Raju said at our interview whether I actually knew anyone inside the media the only name I could tell him is that of a good friend who managed the advertising function for the greatest media group inside AP.
3. When I joined Satyam I had not sent an email in my life nor recognized everything with something called the internet. THAT was an peculiar subject to myself. I used to be basically the Mechanical Engineer.
The Beginning
I found of which the Bangalore established advertising and PAGE RANK agency handling the particular Satyam account had been not really adding to much though they charged a top payment. We sacked all of them and by way of a professional selection process designated one of typically the top advertising agencies in the region to manage our paid out communication business. Typically the first collaboration energy was to enhance the corporate identification manual, called typically the Satyam Covenant. This particular was to make sure that most corporate branding effort across the entire world would be cohesive.
Knowing that an advertising agency is usually generally not clued in to community relations, I decided to handle the mass media myself instead involving incurring further costs in hiring some sort of PR agency. My personal first effort was a disaster. My partner and i prepared a pr release with regard to our annual end result without a subject. In the morning each syndication interpreted the effects in its individual way. It was rather embarrassing finding a number of the headlines earlier the next morning hours.
It was the perfect time to start earning my personal salary. I published out a very decent brand approach plan. Over the particular list was something I titled “Brand building the CEO”. I made a slide presentation to be able to Raju defining several brand positioning attributes for his image buildin

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