The way i Built The Satyam Brand

A brand guru said of which it will take years of hard work to create a brand but just one single moment involving madness to get rid of it. The Satyam case is the live sort of this adage.
Late Come july 1st 1996 I managed to get a call on a new Saturday morning from of the largest head hunting companies in the nation asking us whether I desired a change involving job. Their Hyderabad manager would certainly not tell me the name of the client company as they were afraid I would refuse the possibility on the mobile phone itself as the business was small , and comparatively unknown when compared to one particular I was employed in.
However, I do visit meet your pet and i also was rather unhappy when he told me you can actually title though the company was Hyderabad structured and I had been in the identical city, too. He confident me to at least match the company management. The same evening I met Ramalinga Raju, Chairman, Satyam Computer Services. I had no idea what the firm did as THAT was not even inside of my radar being more from the engineering and vehicle industry. Actually We even a new run thought that that they assembled grey market PCs.
The ending up in Raju lasted greater than an hour plus was very pleasurable. He came around as a gentle person and very polite. Very rapidly I got a package of appointment coming from Satyam. My spouse referred to a number of people in Bangalore in the IT field before I actually accepted it. Of course, the economical offer was very attractive, too
My partner and i joined Satyam as head of corporate and business communications on July 16. The following day I acquired a call from Monetary Times asking myself for a discuss a new story that they were running about a check jumping case against Satyam. This troubled me as I got never experienced everything like that inside the past. I just mumbled that there was not a truth within that story.
Around ten days after we had to print some request cards for inaugurating our spanking new-technology centre. It shocked me when the printer asked me personally for 100% advance. He was the same printer who used to give my earlier company thirty times credit without questions. I began to worry whether My partner and i had made a significant error of wisdom in joining Satyam. I now appreciated that some of my friends inside Hyderabad expressed surprise when I advised them that I was leaving a new leading multi-national firm to join Satyam.
Anyway, it seemed to be too late to do almost anything about it. And in 1996 driving a car a brand new Maruti Suzuki Regard around Hyderabad had been a balm on a hurt pride. I put most negative thoughts aside and even decided I would carve a confident role for myself and do what seemed to be befitting the firm.
The Company Negatives:
1) Nobody understood who ran the corporation, including investors. This is surprising as Raju was in the particular office regularly coming from 9am to 9pm.
2) The public plus investors still associated the name Satyam with construction and textile spinning and never IT.
3) The promoters, based in the flavor of the season got entered all varieties of businesses within the past plus failed, including such diverse fields like aquaculture and footwear uppers.
4) Satyam was still being perceived because a small Hyderabad based company.
5) In the Dataquest ranking of Native indian IT companies, Satyam stood a lowly 13.
6) Magazines were reluctant in order to interview Raju as he has not been actually forthcoming with feedback or together with his plans for the company. Further, his talking style at that will time had not been extremely fluent. The face area involving the company in those days was the head regarding sales & marketing.
7) People recognized Satyam more being a body shopping company than a significant IT player (this was really an unfair charge as at that time many Indian IT firms were actually just that).
The Company Positives:
1. The company made income
2. Your customer record was quite amazing
3. Working ambience was friendly
some. The urge to develop was there
5. Raju gave lots of independence to the elderly staff (though this particular itself created fiefdoms)
My Negatives:
1 ) In my profession till then I had never dealt with the editorial or perhaps news media. I had been always in to be able to advertising, marketing and sales promotion.
two. PR was some thing absolutely fresh to us. In a way I had joined Satyam under false pretences, because when Raju said at my personal interview whether I actually knew anyone in the media the just name I may tell him is that of a good friend who handled the advertising perform for the largest media group throughout AP.
3. Once i joined Satyam I had never sent an e mail around me nor recognized anything about something referred to as the internet. THAT was an peculiar subject to myself. I had been basically some sort of Mechanical Engineer.
The particular Beginning
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I found of which the Bangalore centered advertising and PUBLIC RELATIONS agency handling typically the Satyam account was not really adding much though they will charged an increased charge. We sacked all of them and through an expert selection process designated one of typically the top advertising organizations in the country to deal with our compensated communication business. Typically the first collaboration work was to draw out the corporate identity manual, called the Satyam Covenant. This specific was to make sure that all corporate branding work across the world would be cohesive.
Knowing that a great advertising agency is generally not clued in to general public relations, I decided to handle the press myself instead of incurring further expenditure in hiring some sort of PR agency. My personal first effort was initially a disaster. My partner and i prepared a report intended for our annual effect without a headline. In the morning each distribution interpreted the results in its own way. It had been rather embarrassing viewing a few of the headlines earlier the next morning.
It was time for you to start earning our salary. I published out a very decent brand strategy plan. On top of the list was something I titled “Brand building the CEO”. I made a new slide presentation to Raju defining different brand positioning qualities for his picture buildin

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