About ten days later we had to print some invitation cards for inaugurating our spanking new technology centre. It surprised me when the printer asked me for 100% advance. He was the same printer who used to give my earlier company thirty days credit without questions. I began to worry whether I had made a major error of judgment in joining Satyam. I now remembered that some of my friends in Hyderabad expressed surprise when I told them that I was leaving a leading multi-national company to join Satyam.
We debated all the positioning points and i explained to him why each one was not right for him. His previous enterprises were not really successful so the first one was out. As he was not technically qualified, the second and third points would be difficult to push through. The fourth one too would have been a far cry from reality. Luckily, Raju was not an egoist so he accepted my role as a Devil’s advocate with some amount of amusement.
My conclusion is that a logo is much more valuable to a company than a standard illustration so the price should reflect the added value. Many professional graphic designers would be hard pressed to create a top notch illustration for under 0 let alone a creative, well designed logo. So beware of logos priced under 0, you may get what you pay for.
I joined Satyam as head of corporate communications on August 16.The next day I got a call from Economic Times asking me for a comment on a story that they were running about a check bouncing case against Satyam. This troubled me as i had never experienced anything like that in the past. I just mumbled that there was no truth in that story.
For home use and some print jobs you will need TIFF and BMP files. These are pixel files and should have a DPI (dots per inch) of at least 300 dpi. 600-1200 dpi is best for professional printing. These type of files lose their detail when enlarged but can be reduced.
An advertisement is very clear and consumers know exactly what the intention is. They know that they are being enticed to buy into a product or service. With public relations, however, there are suggestions and endorsements. PR is less forward and much more subtle than advertising.
Back in the day, in simpler times, the commercials you saw on the networks were from big, national companies-Proctor and Gamble, Kelloggs, Ford, IBM, etc. And the commercials were national or regional in scope. They also ran for many months or even years. So you had big companies using big advertising agencies to prodce commercials to play on big networks for a big audience. And the voice actors (and on camera performers) realized they had to have a big voice to survive in that arena so: big Unions! The unions negotiated with the ad agencies to set fair rates for the performers and they insisted on two key items. Really good pay. and residuals.
We did everything in style. All of us stayed at the Trump hotel near Central Park and on October 18, 1999 we were in a fleet of black Lincoln limos heading towards Nasdaq. The night before, I tweaked the brand positioning a bit. Instead of the news appearing that we were the second Indian company after Infosys being listed on NASDAQ, I changed it to the first Indian internet company listing on that bourse. The ceremony itself was comparatively business-like. The symbol SIFY went active at a premium on listing. After that we had a live press conference from there with journalists waiting in India. I then accompanied the CEO of Satyam Infoway for live interviews at CNBC and CNN studios.