The way i Built The Satyam Brand

A brand guru said that it will require years of hard work to develop a brand nevertheless just one single moment regarding madness to get rid of it. The Satyam case is the live sort of this specific adage.
Late Come july 1st 1996 I obtained a call on the Saturday morning from one of the greatest head hunting organizations in the nation asking myself whether I desired a change associated with job. Their Hyderabad manager would not necessarily tell me the title of the customer company as this individual was afraid We would refuse the chance on the mobile phone itself as being the business was small , relatively unknown when compared to a single I was employed in.
However, I would head to meet him or her and am was rather unhappy when he told me the company’s label though the company was Hyderabad structured and I seemed to be in the same city, too. He asked me to meet the company managing. The same mid-day I met Ramalinga Raju, Chairman, Satyam Computer Services. We had no clue what the firm did as IT was not even inside my radar being more from the engineering and vehicle industry. Actually I even had a run away thought that they assembled grey marketplace PCs.
The meeting with Raju lasted over an hour in addition to was very enjoyable. He came throughout as a delicate person and really polite. Very soon I got a package of appointment through Satyam. My wife labeled a number of people in Bangalore in the IT field before I accepted it. Involving course, the monetary offer was very attractive, too
We joined Satyam because head of corporate and business communications on Aug 16. The following day I managed to get a new call from Economical Times asking me personally for a touch upon the story that they were running regarding a check jumping case against Satyam. This troubled me as I acquired never experienced everything like that within the past. I just mumbled that right now there was no truth in that story.
In relation to ten days later on we had to print some invitation cards for inaugurating our spanking new technology centre. It astonished me when the printer asked us for 100% improve. He was the identical printer who utilized to give my previously company thirty times credit without issues. I began to worry whether My partner and i had made a major error of common sense in joining Satyam. I now recalled that some associated with my friends in Hyderabad expressed shock when I informed them that I was leaving some sort of leading multi-national company to join Satyam.
Anyway, it was too late to do anything about it. And even in 1996 driving a vehicle a brand new Maruti Suzuki Regard around Hyderabad seemed to be a balm on a hurt self confidence. I put most negative thoughts aside plus decided I would carve a positive function for myself and even do what had been right for the organization.
The Company Downsides:
1) Nobody understood who ran the business, including investors. This was surprising as Raju was in the particular office regularly by 9am to 9pm.
2) The public and even investors still linked the name Satyam with construction and textile spinning and not IT.
3) The particular promoters, based upon the flavor involving the season got entered all sorts of businesses inside the past in addition to failed, including this kind of diverse fields seeing that aquaculture and shoe uppers.
4) Satyam was still being perceived because a small Hyderabad based company.
5) In the Dataquest ranking of American indian IT companies, Satyam stood a lowly 13.
6) Publications were reluctant to be able to interview Raju as he had not been definitely forthcoming with responses or together with his programs for the company. Further, his talking style at that will time was not extremely fluent. The face area of the company during that time was the head of sales & marketing.
7) People recognized Satyam more as being a body shopping firm than a serious IT player (this was really an unjust charge as from that time many Indian IT companies were actually just that).
The Company Positives:
1. Typically the company made revenue
2. The customer checklist was quite amazing
3. Working atmosphere was helpful
5. The urge growing was there
5. Raju gave a great deal of freedom to the mature staff (though this kind of itself created fiefdoms)
My Negatives:
1 ) In my profession till then I actually had never managed the editorial or news media. I got always in to advertising, marketing and even sales promotion.
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a couple of. PR was some thing absolutely a new comer to myself. In a method I had developed joined Satyam under false pretences, because when Raju asked me at our interview whether I knew anyone inside the media the just name I may tell him was that of a very good friend who taken care of the advertising perform for the largest media group within AP.
3. After i joined Satyam I had never sent an e mail around me nor recognized everything with something named the internet. THIS was an peculiar subject to me. I was basically a Mechanical Engineer.
The Beginning
I found that the Bangalore established advertising and PUBLIC RELATIONS agency handling typically the Satyam account was not really surrounding much though that they charged a top payment. We sacked all of them and through the expert selection process appointed one of the top advertising agencies in the nation to deal with our paid out communication business. The particular first collaboration effort was to enhance the corporate personality manual, called the Satyam Covenant. This specific was to help to make sure that most corporate branding energy across the globe would be cohesive.
Knowing that the advertising agency is usually generally not clued in to open public relations, I decided to be able to handle the multimedia myself instead associated with incurring further expenses in hiring a PR agency. The first effort was basically a disaster. I actually prepared a pr release for our annual end result without a heading. In the morning each publication interpreted the benefits in its very own way. It has been rather embarrassing viewing a few of the headlines early on the next morning hours.
It was time to start earning my personal salary. I had written out a fairly decent brand strategy plan. On top of the particular list was a thing I titled “Brand building the CEO”. I made the slide presentation to Raju defining different brand positioning characteristics for his image buildin

Author: Juan Wood