Leverage your employee as your brand ambassador Source: GO asset Digital Observing the whistle-blower complaint and reputational challenges thereof for Infosys, I recently wrote an article in Mint on how Infosys could leverage its employees to come to the brand’s rescue. The overwhelming response that the article received and the connect it found amongst believers in brand reputation, …
Art of Subtle Messaging – The Bajaj Chetak Campaign Bajaj recently unveiled a new electric scooter model, the “Chetak.” The launch was covered across top auto magazines and newspapers – an environment-friendly, less expensive model built by an all-women team. When I read the articles, I noted that the messaging and overall approach was subtle …
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Public Criticism – Crisis or Opportunity? How we deal with criticism also decides how we are perceived as human beings. The same stands true for companies too. A company’s response to criticism or any negative development not only decides the probability of that event converting into a crisis, but also feeds into the long term …
Reputation Building: A little goes a long way I recently ordered a microwave oven for my office from Amazon. Since we were facing some challenges in the initial set up, we requested a technical demo. When the technician arrived, we started looking for a place near a plug point where he could set up the …
With great power comes greater responsibility I was reading a research paper, which claimed that almost 50% of a company’s reputation is attributed to the CEO. The recent Nissan crisis involving ex-CEO Carlos Ghosn is a case in point. While his mysterious escape from Japan came as a shock to everyone, the crisis for Nissan …
The Cyrus Mistry case: A beacon of hope for external leadership Off late, the Cyrus Mistry – Tata Group case got me thinking about the plight and future of professional CEOs in family-owned companies. The NCLAT order in favour of reinstating Mistry in the Tata Group sent shockwaves across India Inc. This was the first …
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Responding to criticism the Amazon way Recently Amazon hosted a mega event hosted for Micro, Small and Medium Enterprises (MSMEs) to talk about the infinite possibilities MSMEs can discover when they embrace technology. In that event, Jeff Bezos announced Amazon’s USD 1 Billion investment plans in Indian small and medium businesses too. Yet, the event …
The Ola Driver Incentive Move: Actions Speak Louder than Words Ola recently revamped its pay-out structure to make incentives clear and transparent for its drivers. According to the new structure, the average take rate (commission taken by the company) is 20%, giving drivers a clear understanding of their expected revenue. After this move, there has …
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Mindful Engagement – The Key to Crisis Management A recent piece of news that caught my attention was that the Chairman and CEO of Edelweiss, Rashesh Shah was summoned by ED in connection with its dealing with Capstone, which is accused of the Foreign Exchange Management Act (FEMA) violations. Most of the newspapers captured this …
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Corporate Social Responsibility – An asset to reputation during crucial periods I came across an article recently, regarding the CSR spend by India Inc., pegged at an average of Rs. 12,000 crore since the establishment of CSR laws in FY 2014-15. The benefits of CSR are multi-fold – apart from providing genuine help to communities, …
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