In today´s volatile world of business, reputation is delicately balanced between growth and responsibility, profits and sustainability, aggressive targets and sound governance. How then can it be built, nurtured, sustained, protected? And how is it influenced by the science of public relations. This blog is my attempt to explore and prompt a dialogue on this subject.
In Latin, Reputare means to reckon or think over. I invite you to read my viewpoint – think it over and respond with yours. The views expressed here are entirely my own and that not in my professional capacity as Chief Executive of Genesis Burson-Marsteller.
This is a moderated blog, only to prevent abuse or misuse; both evangelists and critics are welcome. In this Blog, I will neither praise my clients or criticise those of other firms.
Welcome and join the debate.
May 25th, 2009Burson-Marsteller now in Bangladesh
View Comments
Becomes first international brand to establish its presence in Bangladesh
I am writing to share some good news with you about Genesis Burson-Marsteller. This is not an advert for the firm but just information that would be useful to fellow public relations and marketing professionals.
Title: Concito PR is officially launched in Dhaka in May’09
Two weeks back we launched Concito PR www.concitopr.com. Concito PR is our exclusive affiliate for Bangladesh and a pioneer firm in the communication space in that country. It is an independent company owned by Cogito Marketing Solutions, which was set up three years back by Mehboob Chowdhury, the former Marketing Director of Grameen Phone, the number one mobile operator in Bangladesh. Mehboob is widely credited with taking Grameen Click to Read More
May 18th, 2009The Game Changer Election: Perform or Perish
View Comments
When I asked Harold Burson, founding Chairman of Burson-Marsteller, “what according to him was good public relations?” He responded instantly, “letting your good work speak for itself”
I am reminded of his words as I digest the results of our just concluded election. People have overwhelmingly voted the Congress and the UPA to power.
The people of India - young, old, urban and rural have spoken and their message is loud and clear - Perform or Perish: good governance and development will be rewarded; the politics of positioning, caste, religion, etc. etc. will be rejected.
Obama’s “YES, WE CAN” promised a government that would work for its citizens - and the rest is history. It was the “Aam Aadmi” that brought Congress to power last time. Some state Chief Ministers have been rewarded with a second and third term. It doesn’t take a rocket scientist to figure this out! People in India and around the world want their government to deliver to them instead of indulging in politics of hate and Click to Read More
April 16th, 2009Building Brands in India
View Comments
Unlocking the value of the Indian Market
Ashwani Singla
Chief Executive Officer
Genesis Burson-Marsteller
What does it take to build a successful brand in India? There are no mantras but I have attempted to encapsulate some key points that I call the the four ‘Is’ (rather like Philip Kotler’s ‘4Ps’).
Invest
Come with an intention to invest, not harvest. First, it’s important to invest in research. India is about as many ‘countries’ as it has states and it is important to understand these markets to make your product work. A ‘one-size-fits-all’ approach can be risky.
Invest also in infrastructure. In a landmass covering over 32,000 sq kilometers, distribution and reach could be the crucial differentiator between the success and failure of your product.
Invest in the right products. Mercedes Benz nearly went bankrupt in India selling outdated European models. Today, the models it launches in the US or Europe are available almost Click to Read More
April 15th, 2009The Rise of Asian Brands
View Comments
Sony, Lenovo, BenQ, Tata, Samsung, Singapore Airlines…What do all these names have in common?
If you’ve guessed that they’re all Asian brands, take a bow.
But there is more to those names than their geographical antecedents. All of them are also globally recognized brand names.
This is a crucial point to note in the current buzz that’s surrounding the rise and rise of Asian brands these days. Indeed, that trend is no longer big news. Instead, the question that is everyone is asking now is: are Asian brands becoming a threat to established global brands?
To my mind, that’s a no-brainer too. They already are a threat, and established global brands need to sit up and take notice of them. There is plenty of evidence to show why.
For instance, just five years ago, who would have thought it possible that the media would be writing about Japan’s Toyota overtaking the USA’s General Motors as the world’s largest car manufacturer by next year. Or think of the power of Korean consumer goods brands Samsung, which has zoomed more than 20 Click to Read More
March 18th, 2009Online Presence A Key to Boost your Media Relations
View Comments
Research arms us with evidence to substantiate the claim
I have maintained for some time now that the source of ‘information & influence’ is shifting to the web as more and more journalists are accessing online resources – websites, blogs, social media sites - to not only get news but also gain insights and knowledge into their chosen subject of expertise.
Till now I had only anecdotal evidence and what I lacked was third party data to substantiate my claim. Till now!
Recently I chanced upon a research report released online by Bulldog Reporter/TEKgroup International. They conducted a survey of over 2000 journalists using SurveyMonkey.com during the month of September 2008, which clearly indicated the dominant role of the internet in their lives. What is more, this was rising as compared with the year before.
The survey clearly shows the need for companies to make Click to Read More
