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Publication title:BusinesslineMore options
INFO-TECH: Services branding: Now it's 'core
values'Anonymous.Businessline. Chennai: Mar 28, 2008.
Abstract (Summary)
BUSINESS LINE, March 28, 2008 Chennai, March 27 - At a time when
the IT (information technology)industry is facing many challenges,
the way companies can differentiate themselves from competition
is to stick to their core values, says Mr Raghu B. Vishwanath,
Managing Director, VertebrandManagement Consulting Pvt Ltd,
Bangalore. "IT companies would need to consistently communicate
auniform brand identity, because the earlier differentiator of
'people' is no longer valid." With attritionrates high in the IT
industry, it is not possible for a company to claim credibility
through its peopleassets alone, he adds, speaking to Business Line.
"In today's world, especially in the services sector,brand value is
about building reputation, not just about driving recognition.
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(392 words)(Copyright 2008. Financial Times Information Limited
- Asia Africa Intelligence Wire. All MaterialSubject to Copyright
.)
from BUSINESS LINE, March 28, 2008 Chennai, March 27 - At a time
when the IT (informationtechnology) industry is facing many
challenges, the way companies can differentiate themselves
fromcompetition is to stick to their core values, says Mr Raghu B.
Vishwanath, Managing Director,Vertebrand Management Consulting Pvt
Ltd, Bangalore. "IT companies would need to consistentlycommunicate
a uniform brand identity, because the earlier differentiator of
'people' is no longer valid."With attrition rates high in the IT
industry, it is not possible for a company to claim credibility
through itspeople assets alone, he adds, speaking to Business Line.
"In today's world, especially in the servicessector, brand value is
about building reputation, not just about driving recognition. And
reputation, inturn, is a reflection of how fundamentally strong the
value proposition of the business is." Thetraditional 'body
shopping' end of the IT and ITeS (IT enabled services) industry is
set for extinction,foresees Mr Vishwanath. "The industry, hence,
has to reinvent itself and move into the knowledgeplane. Each
business must be able to harness its core values." Value DNA What
goes into the corevalues? "It is by and large the DNA and the value
system of the original promoters," he explains. "Likehuman beings,
every business brand will have an innate intelligence as well as
depict a certain
personality. While intelligence determines 'what' a brand should
or should not do, personalitydetermines 'how' a brand does what it
does." Apart from IT/ITeS, the other services that are
facingexponential growth, according to Mr Vishwanath, are retail,
healthcare, and infrastructure/hospitality."However, it is
unfortunate that very few of the players in these sectors look at
branding as a priority,"he rues
Brand essence Mr Vishwanath's prescription for businesses is to
look at strategic branding first evenbefore they spend the big
bucks on their visual identity. Conventional branding, where the
emphasis ison name, logo, signage, packaging and visual
merchandising, is dead, he declares, because these areno longer
sustainable differentiators
"What is here to stay is strategic branding, with focus on brand
experience, which is a function ofemotional and self-expressive
value proposition," says Mr Vishwanath. "Most businesses in the
services sector today are not laying sufficient emphasis on
unearthing this 'brand essence', which willdifferentiate them from
competition." D. Murali http://InterviewsInsights.blogspot.com
Copyright 2008Business Line
Indexing (document details)
People: Vishwanath, Raghu B
Author(s): Anonymous
Document types: News
Publication title: Businessline. Chennai: Mar 28, 2008.
Source type: PeriodicalProQuestdocument ID:
1453308061
Text Word Count 392
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