How I Built The Satyam Brand

A model guru said that will it takes years associated with hard work to build a brand although just one moment involving madness to kill it. The Satyam case is some sort of live sort of this specific adage.
Late Come july 1st 1996 I managed to get some sort of call on a Saturday morning from of the most significant head hunting organizations in the nation asking myself whether I desired a change regarding job. Their Hyderabad manager would not necessarily tell me the name of the customer company as this individual was afraid I actually would refuse the possibility on the telephone itself because the company was small , fairly unknown compared to the a single I was working in.
However, I do head to meet him and I was rather dissatisfied when he told me the company’s title though the business was Hyderabad dependent and I had been in the identical city, too. He convinced me to meet up with the company administration. The same afternoon I met Ramalinga Raju, Chairman, Satyam Computer Services. We had no concept what the firm did as IT was not even found in my radar staying more from typically the engineering and auto industry. In fact , I actually even had a run thought that that they assembled grey market PCs.
The ending up in Raju lasted greater than an hour and was very enjoyable. He came throughout as a mild person and really polite. Very quickly I got a deal of appointment by Satyam. My spouse labeled a couple of people in Bangalore in the THIS field before We accepted it. Of course, the economic offer was really attractive, too
I actually joined Satyam as head of company communications on July 16. The next day I got a call from Economical Times asking me for a comment on a story that they will were running regarding a check jumping case against Satyam. This troubled me as I experienced never experienced something like that inside the past. I simply mumbled that there was not a truth in that story.
In relation to ten days later we had in order to print some invites cards for inaugurating our spanking new technology centre. It astonished me when the printer asked us for 100% progress. He was the same printer who used to give my previous company thirty days credit without concerns. I began in order to worry whether I actually had made a significant error of view in joining Satyam. I now appreciated that some of my friends in Hyderabad expressed surprise when I informed them that I actually was leaving the leading multi-national company to join Satyam.
Anyway, it has been too late to do almost anything about it. Plus in 1996 driving a brand fresh Maruti Suzuki Fancy around Hyderabad had been a balm upon a hurt self confidence. I put most mental poison aside and decided I would carve a good function for myself and even do what was right for the organization.
The Company Problems:
1) Nobody knew who ran the organization, including investors. This was surprising as Raju was in typically the office regularly through 9am to 9pm.
2) The population and even investors still linked the name Satyam with construction plus textile spinning rather than IT.
3) The promoters, based about the flavor regarding the season had entered all kinds of businesses throughout the past in addition to failed, including this kind of diverse fields seeing that aquaculture and footwear uppers.
4) Satyam would still be perceived while a small Hyderabad based company.
5) In the Dataquest ranking of American indian IT companies, Satyam stood a lowly 13.
6) Magazines were reluctant to be able to interview Raju just as he was not really forthcoming with responses or along with his plans for the organization. Further, his communicating style at of which time has not been extremely fluent. The facial skin regarding the company during that time was the head associated with sales & advertising and marketing.
7) People recognized Satyam more as being a body shopping firm than a severe IT player (this was actually an illegal charge as at that time most Indian IT companies were actually simply that).
The Organization Positives:
1. The particular company made income
2. The consumer list was quite outstanding
3. Working atmosphere was warm and friendly
four. The urge to develop was there
5. Raju gave a lot of independence to the older staff (though this specific itself created fiefdoms)
My Negatives:
1 ) In my job till then I had never dealt with the editorial or even news media. I got always in to advertising, marketing and even sales promotion.
a couple of. PR was something absolutely new to me personally. In a way I had fashioned joined Satyam under false pretences, because when Raju said at my interview whether I actually knew anyone in the media the only name I may tell him was that of a very good friend who handled the advertising functionality for the greatest media group inside AP.
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3. After i joined Satyam I had never sent an electronic mail in my life nor understood anything about something called the internet. THIS was an unfamiliar subject to myself. I used to be basically a new Mechanical Engineer.
The particular Beginning
I came across of which the Bangalore established advertising and PR agency handling the particular Satyam account has been not really surrounding much though they charged a high cost. We sacked them and through the expert selection process designated one of typically the top advertising organizations in the region to manage our compensated communication business. Typically the first collaboration hard work was to draw out the corporate identification manual, called the particular Satyam Covenant. This particular was to make sure that just about all corporate branding hard work across the planet would be natural.
Knowing that the advertising agency is usually generally not clued in to public relations, I decided to handle the mass media myself instead of incurring further expenditure in hiring a new PR agency. The first effort was initially a disaster. We prepared a pr release regarding our annual end result without a headline. The next day each publication interpreted the results in its very own way. It seemed to be rather embarrassing viewing a few of the headlines earlier the next morning hours.
It was time for you to start earning my personal salary. I wrote out a fairly decent brand method plan. Together with the particular list was some thing I titled “Brand building the CEO”. I made the slide presentation to Raju defining different brand positioning qualities for his picture buildin

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