1. The document discusses how Satyam BPO leverages its CEO, Venkatesh Roddam, for branding purposes through thought leadership opportunities like speeches and media interviews.
2. It explains the steps taken to effectively position the CEO as a thought leader in the industry, including understanding media landscapes, preparing the CEO for different types of interactions, and maintaining consistency in the CEO's messages.
3. Thought leadership is defined as an executive sharing perspective on broad industry topics with a wide audience, and several examples are given of successful thought leadership campaigns that elevated other CEOs and their companies.
Research has shown that consumers increasingly want organisations to demonstrate a purpose beyond profit. And so after decades during which the dominant dogma focused on maximising shareholder value and short-termism, many CEO’s are now trying to achieve more. This article explores the business case for purpose and discusses a methodology for CEO’s to activate purpose within their organisation and profit in the process.
Who must lead employer branding, HR, marketing or communications? This article by four times author Brett Minchington provides insights based on research findings and the employer brand leader hiring intentions of companies around the world. This topic is also addressed in the Certificate in Employer Brand Leadership, the global standard for employer brand leadership certification. Full details at www.employerbrandingcollege.com
Research has shown that consumers increasingly want organisations to demonstrate a purpose beyond profit. And so after decades during which the dominant dogma focused on maximising shareholder value and short-termism, many CEO’s are now trying to achieve more. This article explores the business case for purpose and discusses a methodology for CEO’s to activate purpose within their organisation and profit in the process.
Who must lead employer branding, HR, marketing or communications? This article by four times author Brett Minchington provides insights based on research findings and the employer brand leader hiring intentions of companies around the world. This topic is also addressed in the Certificate in Employer Brand Leadership, the global standard for employer brand leadership certification. Full details at www.employerbrandingcollege.com
A corporate brand is used not only to ensure the application of business strategy but also to design it. Brands are increasingly becoming cultures, manners of seeing life and ways of doing things that have to be shared with customers, although they first have to be cultures created and defended by employees.
There are still companies today that have yet to apply strategic management to their corporate brand, despite there being more and more companies, even in the mass commodity sector, that are beginning to use it as backing for their commercial brands. This approach to management ensures, on the one hand, the conveyance of meaning between the two and, on the other, the contribution the company’s own corporate reputation makes to product brands.
This document has been prepared by Corporate Excellence – Centre for Reputation Leadership based on the book Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding by Majken Schultz and Mary Jo Hatch.
Many brands become stale and loose their sheen over years if they can't connect and keep pace with changing customer preferences and market dynamics. Many iconic brands lose their market share and relevance. In this presentation, Browne & Mohan consultants share what is required to resurrect a stale service brand. Resurrecting a service brand must go beyond logo change and consider a complete rehaul of service design, customer experiences, product/service mix and consumption environment.
Cause Marketing: Find New Ways to Fully Embed CSR Initiative into your Brand ...Simba Events
CSR Leadership World 2014 committee, Simba Events, concentrates to bring the whole system from global network to review and exam CSR issues with 360 angle to discover the earnest ways toward a sustainable economy future!
2014全球企业社会责任领袖峰会组委会-上海辛巴商务咨询有限公司,致力于打造一个整合全球CSR体系资源力量,用360度的全视角审视及检测当前及未来的CSR发展议题,共同找到通往可持续发展的商业未来的最佳路径!
130620&0627 developing corporate communications strategy for ngosAnnita Mau
A two day workshop for communication managers and officers working in social service sector. They were led through step zero: crafting corporate strategy to step ten: developing communication strategy, designing an innovative programme, publicising it via the mass media.
The Evolution of Corporate CommunicationsKenny Ong
ABF Annual Corporate Communications and Public Relations Conference
The Evolution Of Corporate Communications
• The evolving role of corporate communications and PR
• Business strategy and corporate communications
• Technology and corporate communications
• Corporate communications as value creator
The internship opportunity I had with Vodafone Idea Ltd was a great chance for learning and professional development. Therefore, I consider myself as a very lucky individual as I was provided with an opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful people and professionals who led me though this internship period.
Reputation: How It Is Built and Maintained, and The Role of PRMSL
Businesses are becoming increasingly conscious of the importance of corporate reputation. They have found that it is customers’ perception of a company that drives purchases. It is also what attracts talent and assures partners that they are doing business with somebody they can trust. Ultimately, it is not just the end users that corporations are looking to impress; they are striving to connect with all stakeholders, which include employees, vendors, the community and the government.
MSLGROUP in India and Eikona PR Measurement today announced the launch of their co-authored report, ‘Reputation: How It Is Built and Maintained, and The Role of PR’ which analyses the growing importance of reputation management and its impact on the PR industry.
Reputation: How it is built and maintained, and the role of PR - A report by ...Ashraf Engineer
Businesses are getting increasingly conscious of the power of reputation. It is customers’ perception of a company that drives purchases. It is also what attracts talent and assures partners that they are doing business with somebody they can trust.
So, it’s not just the end users that corporations are looking to impress; they are striving to connect with all stakeholders, which include employees, vendors, the community and the government.
For the public relations (PR) industry, this is a unique opportunity. Its scope is widening from the narrow media relations space to leading the overall brand building and maintainance function. It is now up to the PR industry to evolve from second fiddle to advertising to the leader in the marketing communications ecosystem.
MSLGROUP in India's latest report, co-authored with Eikona PR Measurement, analyses the growing importance of reputation management and its impact on the PR industry.
Some of the points the report makes:
• Reputation is an intangible asset, but its effects are real. It is an invisible, yet powerful influence that can help or hinder a company as it strives to meet its objectives.
• From credit terms to employee retention, reputation has a serious impact.
A corporate brand is used not only to ensure the application of business strategy but also to design it. Brands are increasingly becoming cultures, manners of seeing life and ways of doing things that have to be shared with customers, although they first have to be cultures created and defended by employees.
There are still companies today that have yet to apply strategic management to their corporate brand, despite there being more and more companies, even in the mass commodity sector, that are beginning to use it as backing for their commercial brands. This approach to management ensures, on the one hand, the conveyance of meaning between the two and, on the other, the contribution the company’s own corporate reputation makes to product brands.
This document has been prepared by Corporate Excellence – Centre for Reputation Leadership based on the book Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding by Majken Schultz and Mary Jo Hatch.
Many brands become stale and loose their sheen over years if they can't connect and keep pace with changing customer preferences and market dynamics. Many iconic brands lose their market share and relevance. In this presentation, Browne & Mohan consultants share what is required to resurrect a stale service brand. Resurrecting a service brand must go beyond logo change and consider a complete rehaul of service design, customer experiences, product/service mix and consumption environment.
Cause Marketing: Find New Ways to Fully Embed CSR Initiative into your Brand ...Simba Events
CSR Leadership World 2014 committee, Simba Events, concentrates to bring the whole system from global network to review and exam CSR issues with 360 angle to discover the earnest ways toward a sustainable economy future!
2014全球企业社会责任领袖峰会组委会-上海辛巴商务咨询有限公司,致力于打造一个整合全球CSR体系资源力量,用360度的全视角审视及检测当前及未来的CSR发展议题,共同找到通往可持续发展的商业未来的最佳路径!
130620&0627 developing corporate communications strategy for ngosAnnita Mau
A two day workshop for communication managers and officers working in social service sector. They were led through step zero: crafting corporate strategy to step ten: developing communication strategy, designing an innovative programme, publicising it via the mass media.
The Evolution of Corporate CommunicationsKenny Ong
ABF Annual Corporate Communications and Public Relations Conference
The Evolution Of Corporate Communications
• The evolving role of corporate communications and PR
• Business strategy and corporate communications
• Technology and corporate communications
• Corporate communications as value creator
The internship opportunity I had with Vodafone Idea Ltd was a great chance for learning and professional development. Therefore, I consider myself as a very lucky individual as I was provided with an opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful people and professionals who led me though this internship period.
Reputation: How It Is Built and Maintained, and The Role of PRMSL
Businesses are becoming increasingly conscious of the importance of corporate reputation. They have found that it is customers’ perception of a company that drives purchases. It is also what attracts talent and assures partners that they are doing business with somebody they can trust. Ultimately, it is not just the end users that corporations are looking to impress; they are striving to connect with all stakeholders, which include employees, vendors, the community and the government.
MSLGROUP in India and Eikona PR Measurement today announced the launch of their co-authored report, ‘Reputation: How It Is Built and Maintained, and The Role of PR’ which analyses the growing importance of reputation management and its impact on the PR industry.
Reputation: How it is built and maintained, and the role of PR - A report by ...Ashraf Engineer
Businesses are getting increasingly conscious of the power of reputation. It is customers’ perception of a company that drives purchases. It is also what attracts talent and assures partners that they are doing business with somebody they can trust.
So, it’s not just the end users that corporations are looking to impress; they are striving to connect with all stakeholders, which include employees, vendors, the community and the government.
For the public relations (PR) industry, this is a unique opportunity. Its scope is widening from the narrow media relations space to leading the overall brand building and maintainance function. It is now up to the PR industry to evolve from second fiddle to advertising to the leader in the marketing communications ecosystem.
MSLGROUP in India's latest report, co-authored with Eikona PR Measurement, analyses the growing importance of reputation management and its impact on the PR industry.
Some of the points the report makes:
• Reputation is an intangible asset, but its effects are real. It is an invisible, yet powerful influence that can help or hinder a company as it strives to meet its objectives.
• From credit terms to employee retention, reputation has a serious impact.
Reputation management report msl group and eikona pr measurementVikram Kharvi
MSLGROUP in India and Eikona PR Measurement release the executive report – ‘Reputation: How it is built and maintained and the role of PR’
MSL India and Eikona PR Measurement had recently launched a co-authored report titled, ‘Reputation: How it is built and maintained and the role of PR’.
The report analyses the growing importance of reputation management and its impact on the PR industry. Some of the points the report makes:
• Corporate reputations are the sum total of the beliefs held by individuals about companies’ past actions and future potential. It is stakeholders’ collective actions and sentiments – whether to purchase a product, buy shares of the company’s stock, or recommend the company to others – that determine every company’s ability to stay in business.
• Reputation is an intangible asset, but its effects are real. Indeed, reputation is acting on companies all the time — an invisible yet powerful influence that can either help or hinder a company as it strives to meet its objectives.
• From credit terms to employee retention, reputation can have a serious impact. Like gravitational pull, reputation makes it easier or more difficult for your company to get where it needs to go.
Normally, most product categories’ presence in the annual advertising calendar does not exceed four months. On the other hand, PR support for the same products stretches to at least eight months of the calendar, which is a unique opportunity for the PR industry. Its scope is widening from the narrow media relations space to leading the overall brand building and maintenance function. It is now up to the PR industry to evolve from being second fiddle to advertising and corporate communications to becoming the leader in the marketing communications ecosystem.
In India, we are already seeing movement on this. Many corporations are working communications objectives into CEOs’ and other key spokespersons’ key result areas. Corporate communications executives are spending more time with CEOs and MDs. PR is increasingly being acknowledged as a brand-builder on par with other tools.
Jaideep Shergill, CEO, MSLGROUP India, said: “Communicators are calling this the ‘Reputation Economy’, and rightly so. Reputation management could be the fuel for your business’ growth. Through this report, we wish to highlight the importance of reputation on the long-term future of businesses and also that the PR industry in India is uniquely geared to provide the strategic thinking required to build and maintain corporate reputation.”
The Most Influential CMOs to Follow in 2023 January2023.pdfInsightsSuccess4
This edition features a handful of Most Influential CMOs that are at the forefront of leading us into a digital future.
Read More: https://insightssuccess.com/the-most-influential-cmos-to-follow-in-2023-january2023/
Seven steps to effective thought leadership James Ralph
Effective Thought Leadership boosts the bottom line and enables faster growth. This presentation sets out Good Relations' seven step process for developing and running business boosting Thought Leadership programmes.
Recently, HubSpot launched our first edition of the State of Inbound UK report: Inbound Insights UK – 2014. We surveyed marketing professionals across the UK, both leaders and practitioners, to find out what the current trends in marketing are.
This extensive research aims to specifically help marketers in the UK set realistic benchmarks as well as focus on issues where they may be lagging behind on. For example, the relationship between sales and marketing is ever-increasing and the data indicates strongly that businesses that align these two departments outperform those that don’t by a significant margin.
We came up with many fascinating facts on the state of inbound marketing in the UK. The nine most remarkable discoveries were rolled into this SlideShare
Rebranding: A 4 Step Plan for B2B MarketersTodd Ebert
Your brand has huge strategic importance for improving your competitive position, engaging more prospects and ultimately winning more customers. So that’s why I wrote this ebook, “Rebranding: A 4-Step Plan for B2B Marketers”. In the book, I lay out detailed how-to’s for pulling off every part of a rebranding from aligning your leadership around the brand to launching it internally and externally. You’ll discover examples of what my team and I did to make MultiView’s rebranding successful at every stage. I’ve also included a scorecard for selecting your digital agency and a checklist for making sure you have all your bases covered. I hope you find the content helpful and if you have any questions, please DM me on Twitter @ToddEbert. I’d be happy to share my experience having done this several times.
Brand identity is also an issue of corporate culture. "Inside Branding" ensures a coherent and sustainable corporate identity both internally and with the outside world.
Decoding The Chief Customer Officer: How forward thinking retailers are evolvingFran Sykes
Innovation in retail does not apply only to systems and models but also to having a customer-centric organisational design that enables operational excellence. This abbreviated report details some of the background, rationale and implications of appointing a Chief Customer Officer as per original research conducted by ORESA Executive Search
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
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[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
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➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
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➢ Korean President visits Samsung Electronics R&D Center
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
1. The BrandCEO
A case study presented by
Kulwinder Singh (
Head- Global Marketing and Communications (GM&C)
Satyam BPO Limited
CGBL - Batch 15)
2. A 10% positive change in a CEO's
reputation results in a 24% increase in
the company's market capitalization
– David Larcker, Professor of Accounting
Wharton School of the University of Pennsylvania
3. How does Satyam BPO leverage CEO for branding?
In a global economy, with fiercely competitive firms rapidly
commoditizing products, strong brands help companies to
stand out from the crowd and differentiate themselves on a
criterion other than cost. All successful companies
leverage their CEOs to derive business benefits. At
Satyam BPO, leveraging CEO for branding is a full-fledged
practice.
So what is a brand? Basically, it's a trade name that's given
to a product or service. At the same time, it's also an
exclusive association that distinguishes a company,
product, or service from its competition. One company's
brand, for instance, is providing critical parts to its
customers when they're needed. For another firm, the
product is an identification card; its brand speaks of
providing needed security at schools and companies.
Challenges companies face today:
?The ability to bring world-class strategic brand thinking
to bear on market opportunities and business
challenges, or think strategically;
?The ability to consistently deliver on the brand and its
promise in high impact and relevant ways, in the face of
limited resources and the need for prioritization and
tough choices, or operationalize consistently.
The BrandCEO
4. Companies often spend millions of dollars to establish
and promote their brands, only to ignore them later.
Worldwide, the significance of the CEO brand is on the
rise. In fact, it is being seen as a means to enhance
company valuations. The logic - performance drives
value and perception enhances it. A company derives
base value through its business model, viability of its
strategy, long-term implementation of the strategy,
strength of the customer base, sales and profitability,
returns given to investors, and its projected ongoing
success. But there is an increasing argument that proper
positioning of the leaders of the company can enhance
value. CEO departures and successions are headline-
making news, capturing the attention of audiences
worldwide.
Why spend millions of
dollars on brands?
The CEO brand strategy
At Satyam BPO, the direct relationship between CEO
performance and a company's reputation is strong. Our
CEO remains the organization's public face and ethical
compass. As a brand you want to stand for something
clear and consistent. As a human being you want a
balance between consistency and diversity. The most
successful CEOs are the ones that are consistent. If the
brand has meaning then it feels authentic. It's very hard to
go through the motions every day.
However, one needs to answer the following
questions to leverage the CEO for branding:
?Does your CEO have a reputation in the
marketplace?
?Is your CEO committed to brand-building?
?Does he understand the PR lingo?
?Does his network large enough to reach
out larger audience?
?Does he recognize thought-leadership as
a way to build brand?
The CEO's responsibility is to make sure that there is a
clear brand strategy in place and that all functions in the
organization understand it, embrace it, and are aligned
with it.
5. The CEO's checklist:
To argue that this number is on the higher side misses an
important point. Whether the CEO is responsible for 20
percent, 30 percent or 40 percent of a company's image,
this individual has a huge impact on market perception.
Even in this era of CEOs 'raiding the pantry,' the media
still personifies a company through its CEO. That's why
the covers of heavyweight business magazines such as
BusinessWorld, Business Today, BusinessWeek,
Outlook Business and Business India typically feature
the faces of CEOs.
Think strategically
?dynamic customer modeling;
?brand identity and positioning development;
?brand portfolio management;
?multi-disciplinary, general management perspective;
?maintain brand portfolio relevance over time.
Operationalize consistently
?brand touchpoint analysis and prioritization;
?multichannel marketing execution;
?purchase and post-purchase brand delivery;
?brand-driven reengineering and brand metrics;
?employee brand assimilation and culture.
PR Power of CEO
There's no question that the top leader in any
organization wields an inordinate amount of clout in
building the image of his or her respective organization.
A study by Wirthlin Worldwide, a research firm,
quantified this clout as '40% of the company's image
stems from the actions and decisions of the CEO'.
6. Capitalization on CEO
'A strong CEO brand diminishes confusion and
uncertainty and maximizes freedom and control - all
based on authentic value'.
While executing an external communication campaign to
elevate the Satyam BPO brand to leave behind media
shyness and a 'loss-making BPO subsidiary' image to
that of a leading BPO to attract fresh talent and infuse
energy, the Global Marketing & Communications team
contemplated about various existing opportunities to
address this problem.
After a few brain-sailing sessions with various business
and function heads, the team realized that it was led by a
global leader, a successful banker and who took a brave
decision to turn around a relatively young and small BPO
firm against already well-established bigwigs.
After deliberations and detailed planning, the team
decided to use its biggest bet for the next 24 months - the
CEO.
7. Understanding Media
Effectively leveraging Venkatesh Roddam in our media
relations efforts started by understanding the national and
local media landscape and how we were faring.
We focused on target audiences from two different angles
1. Media Opportunities
2. Speaking Opportunities
Steps taken to ensure we capitalize on media
opportunities
1. We targeted our media opportunities carefully,
especially because in the past we had been
handicapped with a media-shy legacy. To make
matters worse, we were a loss-making subsidiary of
an outsourcing major that was otherwise doing
extremely well in IT outsourcing. It was a point where
one wrong positioning move could have derailed all
efforts. We targeted media ranging from local
newspapers to regional publications to the national
media. We focused our efforts to optimize the
effectiveness of the energy, time and efforts that were
put in.
2. We understood which type of media best suits
Venkatesh and played to his personality strengths.
We had to decide among radio/TV/general circulation
publications/trade journals
3. We also made sure Venkatesh updated himself about
the difference between live and taped interviews.
These are important distinctions from messaging
perspective.
4. One of the most important discretions exercised was
to use Venkatesh only for key interviews. Due to this
distinction, even other leaders from the management
team were exposed to media time and again.
8. Capitalization on
presentation
opportunities
Leveraging thought leadership and presentation
opportunities involved choosing the target audience
carefully in terms of whether Venkatesh should speak to
customers/professional associations/business leaders.
Another challenge was to position Venkatesh as an
opinion leader in the BPO industry. We sought forums in
Hyderabad and within the BPO industry that served to
raise his profile, and in turn Satyam BPO's profile. In
terms of content, we also ensured that Venkatesh's
speeches conveyed our corporate messages most
effectively.
Preparation for the thought leadership opportunities
involved blocking a good amount of time with him in
advance and tossing possible questions at him,
simulating a real audience. We also emphasized the need
to use his key messages as part of every response. This
was critical, for many a presentation falls apart once the
Q&A begins, but in all media interactions till date, the
media has been convinced with Venkatesh's responses.
But, success in this arena requires certain things. The
speech must be substantive. It must have something to
say about business trends today, and not merely be a
sales vehicle for the company. It must be well-written
and delivered with credibility. The speaker must take
time to rehearse and should retain an executive
communications coach to help polish the speaker's
skills.
9. A concerted thought leadership campaign offered one of
the best vehicles to elevate Venkatesh's stature in the
industry.
As “thought leadership” continues, its definition has been
watered down. We define “thought leadership” as 'an
executive sharing his perspective or taking a stand on a
broad industry or business topic of interest with a wider
audience'.
One of the best Thought Leadership campaigns in the
BPO industry came from Infosys BPO (Progeon earlier)
when it realized that product PR by itself wasn't building
equity in the company name. This understanding led to a
thought leadership campaign in early 2006 around the
impact of the Internet on the economy.
Infosys BPO engaged with one of the leading research
firm to conduct a wide-ranging study on the topic with the
results serving as fodder for the PR campaign. Without
getting into all the details, it is revealing to see the
following chart that captures the numbers of articles that
associate Infosys BPO with the process offshoring
economy.
In a relatively short period of time, Infosys
BPO's corporate image went from
“plumbing for the BPO Industry” to
“powering the BPO Industry.”
Accordingly, effective thought leadership
doesn't require millions of dollars in
investment. Consistency and picking the
right topics ultimately drive success.
True Thought
Leadership
10. Global Marketing and Communications team executed a
program to elevate Venkatesh through a number of
activities that include thought leadership. The objective of
this brief was to bring more discipline to Venkatesh's
executive elevation program largely through greater
consistency in messages/content.
When it comes to the thought leadership component, it's
worth emphasizing the importance of the executive
articulating compelling information. By compelling, we
mean information that is:
?Contrarian
?Controversial
?In-depth
?Anecdotal
?Dramatic
?Passionate
In short, the executive needs to take a stand and offer
thought-provoking commentary. It's also worth pointing
out that an executive elevation program is a marathon,
not a sprint.
It takes time to establish any executive as a leader of an
industry (as opposed to a leader of a company). To revisit
Infosys BPO or Wipro BPO as an example, Akshay
Bhargava or Raman Roy have become poster boys for
the entire BPO sector. But it didn't happen overnight.
While there is a “science” to an executive elevation
program, there's also an element of “art.” Often, you find a
mundane opportunity leads to a contact, which leads to a
relationship and ultimately generates a home run.
Consider Global Services magazine. It was a 'push'
initiative that got Nipuna, before renaming to Satyam
BPO, into the Global Services inaugural issue featuring
Venkatesh with Neeraj Bhargava of WNS.
You never know where the gold is buried. That was the
reason for arranging meetings between Venkatesh and
key reporters with the simple objective of
starting/building relationships. This type of activity
produces long-term dividends.
CEO: Walk the Talk
11. Closing Remarks
Needless to say, the executive elevation program for
Venkatesh helped to create brand Satyam BPO.
Interactions with Bloomberg, BusinessWorld and FAO
Today are steps in the right direction. In fact, the FAO
Today interview focused on industry-centric issues
around process offshoring.
Taking the executive elevation program to the next level
requires greater emphasis on the thought leadership
component.
As reflected in the research, no competitor CEO has
distinguished himself in this arena, making it even more of
an opportunity for Satyam BPO.And taking on a speaking
pulpit such as “The Specialty BPO” would allow us to be
even more aggressive in distancing Satyam BPO from
the competition.
12. The CEO helps create and
nurture the brand.
The CEO is the guardian of
the brand,
protecting it from short term
actions
which may result in longer-
term value destruction.
The CEO safeguards the
continuity of the brand,
ensuring consistency across
time.
The CEO is the architect of
the future of the brand.