A brand name guru said that it requires years of hard work to develop a brand although only one moment of madness to get rid of it. The Satyam case is a new live example of this kind of adage.
Late September 1996 I got a call on some sort of Saturday morning in one of the largest head hunting companies in the nation asking us whether I wished a change regarding job. Their Hyderabad manager would not show me the label of the client company as he or she was afraid I would refuse the chance on the mobile phone itself because the firm was small and relatively unknown when compared to a single I was doing work in.
However, I did head to meet him and I was rather disappointed when he informed me you’re able to send brand though the organization was Hyderabad dependent and I has been in exactly the same metropolis, too. He confident me to encounter the company management. The same mid-day I met Ramalinga Raju, Chairman, Satyam Computer Services. We had no concept what the business did as THAT was not even in my radar getting more from typically the engineering and auto industry. In fact , We even had a run away thought that they assembled grey industry PCs.
The meeting with Raju lasted over an hour and was very nice. He came throughout as a soft person and extremely polite. Very shortly I got an offer of appointment by Satyam. My partner known a couple of people in Bangalore in the THIS field before I accepted it. Regarding course, the economical offer was extremely attractive, too
I joined Satyam as head of corporate and business communications on August 16. The subsequent day I got the call from Economical Times asking us for a touch upon some sort of story that they were running concerning a check bouncing case against Satyam. This troubled myself as I experienced never experienced something like that in the past. I simply mumbled that there was no truth inside that story.
In relation to ten days after we had to print some invite cards for inaugurating our spanking new technology centre. It surprised me when the printer asked us for 100% advance. He was exactly the same printer who accustomed to give my previous company thirty times credit without queries. I began to be able to worry whether My partner and i had made an important error of view in joining Satyam. I now appreciated that some involving my friends inside of Hyderabad expressed astonish when I informed them that My partner and i was leaving a leading multi-national organization to join Satyam.
Anyway, it has been too late to do almost anything about it. And in 1996 driving a brand brand new Maruti Suzuki Fancy around Hyderabad had been a balm upon a hurt ego. I put all mental poison aside plus decided I might carve an optimistic function for myself and even do what had been right for the company.
The Company Problems:
1) Nobody realized who ran the organization, including investors. This is surprising as Raju was in the particular office regularly through 9am to 9pm.
2) The general public plus investors still linked the name Satyam with construction and even textile spinning but not IT.
3) The particular promoters, based in the flavor involving the season had entered all types of businesses inside the past and even failed, including this sort of diverse fields like aquaculture and boot 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) Journals were reluctant to be able to interview Raju as he has not been actually forthcoming with feedback or along with his programs for the company. Further, his talking style at that time had not been very fluent. The face regarding the company during that time was the head involving sales & marketing.
7) People perceived Satyam more like a body shopping firm than a severe IT player (this was really an unfair charge as in that time most Indian IT firms were actually simply that).
The Company Positives:
1. Typically the company made earnings
2. The client listing was quite remarkable
3. Working feel was friendly
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4. The urge to cultivate was there
5. Raju gave a lot of independence to the senior staff (though this kind of itself created fiefdoms)
My Negatives:
1 . In my career till then I had never taken care of the editorial or news media. I had been always in to be able to advertising, marketing in addition to sales promotion.
a couple of. PR was a thing absolutely a new comer to me personally. In an approach I had developed joined Satyam under false pretences, because when Raju asked me at my personal interview whether I actually knew anyone in the media the just name I could tell him was that of a great friend who dealt with the advertising performance for the greatest media group throughout AP.
3. Once i joined Satyam I had not sent an email around me nor realized anything about something referred to as the internet. THIS was an alien subject to me. I used to be basically some sort of Mechanical Engineer.
Typically the Beginning
I found that the Bangalore based advertising and PUBLIC RELATIONS agency handling typically the Satyam account has been not really adding much though these people charged an increased payment. We sacked them and by way of a specialist selection process hired one of the particular top advertising firms in the region to manage our paid communication business. The first collaboration hard work was to enhance the corporate identification manual, called typically the Satyam Covenant. This specific was to help to make sure that most corporate branding work across the world would be cohesive.
Knowing that a good advertising agency will be generally not clued in to general public relations, Choice to be able to handle the multimedia myself instead of incurring further expenses in hiring the PR agency. The first effort was initially a disaster. I prepared a pr release for our annual end result without a subject. The next day each publication interpreted the results in its very own way. It seemed to be rather embarrassing discovering some of the headlines early on the next morning.
It was the perfect time to start earning the salary. I composed out a pretty decent brand strategy plan. Together with the particular list was anything I titled “Brand building the CEO”. I made a new slide presentation to Raju defining different brand positioning features for his picture buildin