How I Built The Satyam Brand

A model guru said that will it requires years associated with hard work to create a brand although only one moment regarding madness to get rid of it. The Satyam case is a new live example of this adage.
Late This summer 1996 I obtained a call on a Saturday morning from of the greatest head hunting organizations in the united states asking us whether I wanted a change of job. Their Hyderabad manager would certainly not tell me the title of the customer company as they were afraid My partner and i would refuse the possibility on the mobile phone itself because the organization was small , and relatively unknown compared to the one particular I was doing work in.
However, I would go to meet him and I was rather let down when he advised me you’re able to send brand though the business was Hyderabad structured and I was in the identical city, too. He persuaded me to match the company administration. The same day I met Ramalinga Raju, Chairman, Satyam Computer Services. My partner and i had no hint what the company did as THIS was not even inside of my radar getting more from the engineering and vehicle industry. In fact , I actually even a new stray thought that these people assembled grey industry PCs.
The meeting with Raju lasted a lot more than an hour in addition to was very pleasurable. He came throughout as a delicate person and really polite. Very shortly I got a deal of appointment coming from Satyam. My better half known a number of people in Bangalore in the THIS field before We accepted it. Associated with course, the economical offer was very attractive, too
I actually joined Satyam because head of corporate and business communications on September 16. The next day I obtained a new call from Financial Times asking me for a comment on a new story that they were running about a check bouncing case against Satyam. This troubled myself as I experienced never experienced everything like that throughout the past. I just mumbled that at this time there was not a truth throughout that story.
Around ten days later we had to print some request cards for inaugurating our spanking new-technology centre. It amazed me when the particular printer asked us for 100% progress. He was the same printer who accustomed to give my previous company thirty times credit without queries. I began to be able to worry whether I actually had made a serious error of wisdom in joining Satyam. I now remembered that some involving my friends inside Hyderabad expressed amaze when I told them that I actually was leaving the leading multi-national firm to join Satyam.
Anyway, it had been too late to do anything about it. And in 1996 driving a brand fresh Maruti Suzuki Esteem around Hyderabad seemed to be a balm in a hurt ego. I put almost all negative thoughts aside and even decided I would carve a confident function for myself in addition to do what has been befitting the organization.
The Company Downsides:
1) Nobody realized who ran the business, including investors. This is surprising as Raju was in typically the office regularly by 9am to 9pm.
2) People plus investors still associated the name Satyam with construction and textile spinning but not IT.
3) Typically the promoters, based upon the flavor regarding the season experienced entered all varieties of businesses within the past plus failed, including this sort of diverse fields seeing that aquaculture and sneaker uppers.
4) Satyam would still be perceived since a small Hyderabad based company.
5) In the Dataquest ranking of Native indian IT companies, Satyam stood a lowly 13.
6) Journals were reluctant in order to interview Raju as he has not been definitely forthcoming with feedback or along with his ideas for the firm. Further, his speaking style at that time has not been extremely fluent. The eye associated with the company at that time was the head regarding sales & advertising and marketing.
7) People identified Satyam more like a body shopping business than a significant IT player (this was really an unfounded charge as with that time the majority of Indian IT companies were actually only that).
The Firm Positives:
1. The company made earnings
2. Your customer listing was quite remarkable
3. Working atmosphere was helpful
four. The urge to grow was there
5. Raju gave plenty of flexibility to the senior staff (though this specific itself created fiefdoms)
My Negatives:
one In my career till then We had never taken care of the editorial or perhaps news media. I had been always in to advertising, marketing and sales promotion.
a couple of. PR was something absolutely fresh to us. In a way I had joined Satyam under false pretences, because when Raju said at our interview whether We knew anyone within the media the only name I could tell him was that of a great friend who managed the advertising function for the largest media group inside AP.
3. Once i joined Satyam I had never sent an e mail in my life nor understood anything about something known as the internet. THIS was an strange subject to me personally. I used to be basically a new Mechanical Engineer.
Typically the Beginning
I discovered that the Bangalore structured advertising and PAGE RANK agency handling the Satyam account had been not really surrounding much though they charged a top cost. We sacked all of them and by way of a professional selection process hired one of the particular top advertising companies in the nation to take care of our paid out communication business. Typically the first collaboration hard work was to reveal the corporate identification manual, called the particular Satyam Covenant. This was to make sure that almost all corporate branding hard work across the globe would be cohesive.
Knowing that a good advertising agency is usually generally not clued in to public relations, Choice in order to handle the press myself instead of incurring further expenses in hiring a PR agency. Our first effort was initially a disaster. My partner and i prepared a report regarding our annual result without a subject. The very next day each distribution interpreted the results in its very own way. It had been rather embarrassing viewing some of the headlines early the next morning hours.
It was time for you to start earning the salary. I published out a very decent brand strategy plan. Along with the particular list was some thing I titled “Brand building the CEO”. I made some sort of slide presentation to Raju defining several brand positioning features for his image buildin