What Comes First – Reputation Or Profits?

July 31, 2012 Leave a comment


wealthymatters.com“If you go to most family owned companies, their core focus is profitability. How much and how soon? Little time or money is spent in building a reputation. When I visit many of the big India business group offices in India, I rarely see a poster in the visitor’s area that communicates:

What are their business practices?
What do they stand for?
What are their values?
What are their views on treating their employees?

In most Tata Companies, I see that Value Statement at eye level while sitting on the sofa at the reception. It makes me feel nice.

By not aggressively creating a positive reputation, Companies stand the risk of being determined by legacy and hearsay. That’s a big risk that can cost you your business. Read more of this post

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Alok Kejriwal On the Importance Of Branding

July 31, 2012 4 Comments


wealthymatters.com“Sam (Sam Balsara of Madison Media) was invited by a Mega Marwari Corporation (MMC) for a chat to help create a Salt Brand. Sam was asked by the grey haired senior executive, ‘how much money would it cost to build India’s greatest salt brand?’ Sam thought for a moment and said ‘Say 20-30 crores (4-6 million US$) in media spends. Assuming your product is great, that should take you to the top’. Mr. Grey Hair heard this and almost fell off his chair…

He said ‘Sam – with that money, I can build 5 more Salt factories!’. Sam pointed in the direction across the street and said ‘Mr. Grey Hair – the folks just opposite your office created Tata Salt. Today, every salt factory in the country goes to them to supply them unbranded salt. The one solo Tata Salt brand is more valuable that 100 plain factories put together. Adding 5 more factories to your collection will not do anything for you’. Mr. Grey Hair looked perplexed. Read more of this post

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