Mid tier companies should consider
online brand building programs - they are easy to implement,
cost effective and allow the company to reach out to spread out
audiences at the required frequency.
We spoke to Susan Odell, VP,
Techtarget, to get her perspectives on this topic. The interview
is featured in the Future Gazers section.
While on the topic of mid tier
companies, it is mandatory that the top management, preferably
the CEO, spearheads the brand building effort. Most often,
however, this is not the case. CEO led branding has led to the
success of numerous technology companies across the globe –
Microsoft is a great example across the border, while Infosys
comes to mind closer home. But, is this strategy without its
pitfalls? “In the Eye” brings to focus the importance of a CEO
led brand building strategy for growing companies, while
suggesting ways to balance this effort with institutional
efforts over time.
One area that companies pay
the least attention to, till it is quite late,
marketing their company to prospective and existing employees.
Indeed, people branding is often the most neglected area in the
brand building strategy of most organizations. This has to
however assume more importance as people are the key to success
in knowledge industries, and the demand for good people is going
up exponentially with companies across the world making a
beeline for offshore destinations.
One company that has thought,
and hence acted differently, in this regard is Mindtree
Consulting. Since its inception, the company has focused on
nurturing talent as well as creating a strong “people led
brand”. In our “Best and the rest” feature, we talk about the
interesting and successful employment practices of Mindtree
In the deal beat section, we
cover some of the significant and interesting deals that were
done in the last quarter.
In Top line Bottom line, we
examine whether deal sizes have changed in the last one year,
and what the implications of the same are.
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