How I Built The Satyam Brand

A brand guru said that it requires years regarding hard work to develop a brand nevertheless just one single moment of madness to destroy it. The Satyam case is a new live sort of this particular adage.
Late July 1996 I got a new call on the Saturday morning from of the biggest head hunting firms in the land asking myself whether I wanted a change regarding job. Their Hyderabad manager would not necessarily tell me the title of the customer company as he was afraid I actually would refuse the chance on the cell phone itself since the firm was small and comparatively unknown in comparison to the a single I was working in.
However, I do go to meet him or her and am was rather dissatisfied when he told me you can actually brand though the business was Hyderabad dependent and I was in the identical town, too. He confident me to at least match the company supervision. The same day I met Ramalinga Raju, Chairman, Satyam Computer Services. We had no idea what the company did as THAT was not really inside my radar being more from typically the engineering and automotive industry. Actually We even had a run away thought that they will assembled grey market PCs.
The meeting with Raju lasted greater than an hour in addition to was very enjoyable. He came around as a delicate person and extremely polite. Very soon I got a deal of appointment coming from Satyam. My better half labeled a number of people in Bangalore in the THAT field before I accepted it. Regarding course, the financial offer was really attractive, too
We joined Satyam as head of company communications on Aug 16. The subsequent day I got a call from Economical Times asking us for a touch upon the story that that they were running concerning a check jumping case against Satyam. This troubled me personally as I experienced never experienced something like that inside the past. I recently mumbled that at this time there was no truth throughout that story.
In relation to ten days later on we had to print some invite cards for inaugurating our spanking new-technology centre. It surprised me when the printer asked me personally for 100% improve. He was exactly the same printer who used to give my previous company thirty times credit without concerns. I began to be able to worry whether My partner and i had made a major error of judgment in joining Satyam. I now kept in mind that some regarding my friends inside of Hyderabad expressed amaze when I told them that I was leaving some sort of leading multi-national organization to join Satyam.
Anyway, it seemed to be too late to do anything about it. In addition to in 1996 driving a vehicle a brand fresh Maruti Suzuki Respect around Hyderabad was a balm about a hurt vanity. I put all negative thoughts aside and even decided I would certainly carve a positive part for myself and even do what was befitting the business.
The Company Problems:
1) Nobody knew who ran the company, including investors. This is surprising as Raju was in typically the office regularly through 9am to 9pm.
2) The population and even investors still related the name Satyam with construction in addition to textile spinning but not IT.
3) Typically the promoters, based in the flavor associated with the season got entered all varieties of businesses throughout the past and even failed, including such diverse fields like aquaculture and sneaker uppers.
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4) Satyam was still being perceived while a small Hyderabad based company.
5) In the Dataquest ranking of Native indian IT companies, Satyam stood a lowly 13.
6) Publications were reluctant in order to interview Raju as he was not genuinely forthcoming with comments or with his strategies for the business. Further, his speaking style at that will time had not been really fluent. The facial skin associated with the company during those times was the head associated with sales & advertising.
7) People perceived Satyam more as being a body shopping organization than a critical IT player (this was really an illegal charge as at that time almost all Indian IT firms were actually merely that).
The Company Positives:
1. The company made profits
2. The customer list was quite outstanding
3. Working appearance was warm and friendly
four. The urge to develop was there
5. Raju gave plenty of liberty to the senior staff (though this particular itself created fiefdoms)
My Negatives:
1 . In my job till then I had never handled the editorial or news media. I had been always in in order to advertising, marketing and sales promotion.
a couple of. PR was something absolutely fresh to us. In a method I had developed joined Satyam under false pretences, because when Raju said at my interview whether I actually knew anyone in the media the just name I could tell him is that of a good friend who dealt with the advertising perform for the greatest media group in AP.
3. After i joined Satyam I had not sent an e-mail in my life nor knew everything with something referred to as the internet. THIS was an alien subject to us. I got basically a new Mechanical Engineer.
The particular Beginning
I came across of which the Bangalore centered advertising and PUBLIC RELATIONS agency handling typically the Satyam account seemed to be not really adding to much though that they charged a higher fee. We sacked these people and through an expert selection process designated one of the top advertising companies in the nation to take care of our paid out communication business. Typically the first collaboration energy was to draw out the corporate identity manual, called typically the Satyam Covenant. This kind of was to help make sure that most corporate branding hard work across the entire world would be cohesive.
Knowing that the advertising agency is usually generally not clued in to community relations, I decided in order to handle the mass media myself instead regarding incurring further spending in hiring some sort of PR agency. Our first effort was basically a disaster. I actually prepared a report intended for our annual effect without a heading. The next day each syndication interpreted the effects in its own way. It has been rather embarrassing seeing a few of the headlines early the next morning hours.
It was the perfect time to start earning the salary. I published out a fairly decent brand technique plan. Together with typically the list was something I titled “Brand building the CEO”. I made a new slide presentation to be able to Raju defining different brand positioning attributes for his photo buildin

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