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Vishwanath, Raghu B
Author(s):
Anonymous
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Publication title:
Businessline
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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, Vertebrand
Management Consulting Pvt Ltd, Bangalore. "IT companies would need to consistently communicate 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uniform brand identity, because the earlier differentiator of 'people' is no longer valid."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 its people
assets 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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(Copyright 2008. Financial Times Information Limited - Asia Africa Intelligence Wire. All Material
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from 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,
Vertebrand Management Consulting Pvt Ltd, Bangalore. "IT companies would need to consistently
communicate a uniform brand identity, because the earlier differentiator of 'people' is no longer valid."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 its
people assets 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. And reputation, in
turn, is a reflection of how fundamentally strong the value proposition of the business is." The
traditional '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 knowledge
plane. Each business must be able to harness its core values." Value DNA What goes into the core
values? "It is by and large the DNA and the value system of the original promoters," he explains. "Like
human 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, personality
determines 'how' a brand does what it does." Apart from IT/ITeS, the other services that are facing
exponential 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 even
before they spend the big bucks on their visual identity. Conventional branding, where the emphasis is
on name, logo, signage, packaging and visual merchandising, is dead, he declares, because these are
no longer sustainable differentiators

"What is here to stay is strategic branding, with focus on brand experience, which is a function of
emotional 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 will
differentiate them from competition." D. Murali http://InterviewsInsights.blogspot.com Copyright 2008
Business Line

Indexing (document details)

People: Vishwanath, Raghu B

Author(s): Anonymous
Document types: News
Publication title: Businessline. Chennai: Mar 28, 2008.
Source type: Periodical
ProQuest 1453308061
document ID:
Text Word Count 392
Document URL: http://proquest.umi.com/pqdweb?
did=1453308061&sid=4&Fmt=3&clientId=97393&RQT=309&VName=PQD
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