Does branding matter to entrepreneurs? Mittal Steel-Arcelor?

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encyclomedia
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Does branding matter to entrepreneurs? Mittal Steel-Arcelor?

Post by encyclomedia »

Read somehwre in 'Entrepreneur' Magazine
Ask a group of entrepreneurs how much branding really matters, and you'll get different answers. Some think it's really important, while others don't. Each entrepreneur could have a slightly different definition of branding, and a few might not even know, or really care, what branding is...."

"Branding, say experts, is your raison d'être, the well-planned coordination of every single touch point with the customer to create consistency of service within your company. In the end, branding isn't about getting prospects to choose you over someone else, Frankel says; it's about getting them to see you as the only solution to their problem amid today's media clutter and price wars. Without it, you're dead in the water from Day One. The way to get new business today is by turning your current customers into evangelists. If you don't give them something to evangelize—like your brand message—they'll have no way to communicate it to the next guy..."
Branding is about creating a brand experience so unique and enjoyable that people just cant wait to enjoy it all over again. It might take your brand AWAY from rational competition.

do you think if Mittal Steel had spent some money into brand building and PR, within Europe, its efforts to buy Arcelor could have been easier, having built a healthier public image? Maybe, just MAYBE, this way its also coming across as a desperate power hungry company, too desperate to control the world steel empire? That isnt exactly what endears you to people's imaginations. Especially when you are an immigrant. Havent seen them invest in some healthy PR and Brand Building. Only about how rich, influential and powerful they are.

quite different from Tata Steel's 'Ispat Bhi Hum Banate hain', which has endeared the Tata Steel brand amongst indians and Tata is also perceived to be one of the few honest and 'warm' business houses in India.
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Post by Krish »

Mittal may ultimately buy arcelor, but only after heavey concession. Now it's all money but when Arcelor talks about them having different values vs. Mittal he does sound right. In fact Arcelor is in heavy advertising and PR and I could see it's citylights (posters backlight) all over major European Airport.

Yes, so Branding and Image does matter. Mittal however operates in a typical Baiya way. Buying the politicians. That's why Mittal is far away from Microsofts of the world. Bill Gates put in more money in India then all of India's 27 Billionaires together.
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Post by Hasmukh »

you are so right. Mittal Steel is a typical indian baniya type company. With all the jumping around and trying to buy politicians stuff, how much have they invested in India in terms of charity? Bill Gates is only slightly richer than LN Mittal, but he puts tonnes and tonnes into India as charity, AIDS research etc. All this guy Mittal does is spend Millions on ythrowing lavish weddings, but charity? Social responsibility?

What about the differences in corporate culture?

Wheres the Brand? What does it stand for? Global Greed?
mere...paise zara badhayenge...Boss??
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Post by rutam »

What LNMittal does with his money is his own prerogative, be it lobbying politicians or spending it on grand wedding ceremonies. There isn't any compulsion from society to donate.. It's our perception which leads us to think that people who give out in the name of charity have to be decent in their business dealings. It isn't necessary...

Actually I kinda like LNM's attitude..." I'll rule you all one day.. and yeah I am a greedy mofo "... straight up no stultifications... no hypocrisy... the guy means business! That is how it should be. I am fine with extreme ambition as long as it's about business/money, not about waging wars on other countries :)

I wish him luck with his "acquisitions"... irrespective of the money he donates ( or doesn't ) back to India, though a little branding on the softer side wouldn't hurt his ambitions..
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Post by Krish »

Rutam, why is it that Mittal is living in UK and not India? He wants to be called a Global Citizen not an Indian Citizen. Now we may be prod of him for being one of us, but is he? We call them the BROWN SAHIBS. But that is a different topic. We are talking about corporate image and branding. Yes, it matters, Microsoft has a hard time with anti trust etc which is why Bill Gates wants to put money in Cahrities etc, But then again Time magazine put him on the top as the most philanthropic persion on the world list.

Back to Mittal, When so many people are moving back to India he is not. I have much respect for Ambanis, Premjis and tatas and Shinghania who are putting the money back in our country.
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Post by Europa »

no stultifications... no hypocrisy...
no hypocrisy? why Rutam, i dont agree with you here.

when LNM makes some money he denounces India and lives in Londonm, HQ in Netherland (why? because of less corporate tax?). Then the moment the Arcelor controversy comes up, he runs back to indian politicians, and cries foul, wants to deal on the grounds of WTA et al. Brings race into the picture. Meets politicians.

And all the while India has been opposed to WTA.

You talk about fairness? India wants US to do away with American farm subsidies. Indian farmers get Tax Free income and Free Electricity and Water. Isnt that subsidy?

Mittal is the world’s largest steel producer and we feel proud of his global empire and his wealth (he is supposed to be the third-richest man in the world); although he has carefully stayed way from India after a default to Indian financial institutions several decades ago.

Aren’t we also being hypocritical about Foreign Direct Investment? We expect Europe not to look at business in ‘national’ terms. But we don’t practice what we preach. So much so that FDI in the retail sector did not even find mention in the Budget speech even though Indian acquisitions abroad in the technology space have made frequent headlines. FDI in the print media is also blocked under pressure from some ‘nationalist’ media barons.

When Arun Bajoria attempted a raid on Bombay Dyeing by acquiring a 14 per cent stake, it caused Ratan Tata and Keshub Mahindra to rush to Nusli Wadia’s aid; they even met the Sebi chairman to plead his case. The worry then was that Bajoria was backed by a big industry house.

Will Manmohan Singh and Kamal Nath take a consistent stand if a French or American company were to bid for Grasim (Birla holding is officially below 25 per cent)? Here, one must remember that the BJP government has given Indian companies plenty of opportunity to shore up the promoters’ holding and protect ownership.

A quick look at the history of Indian hostile takeovers would show that none of them have succeeded against an entrenched, family-owned company. It is politicial muscle alone that has kept BAT out of the management of ITC Ltd inspite of being its largest shareholder. So much so, that the UTI Specified Undertaking held on to a crucial 10 per cent stake to block BAT acquiring management control, instead of collecting a handsome premium by selling the shares. BAT had no say in ITC’s change in business profile from a cigarette maker to a hotel, FMCG and agro-based company. ITC has also blocked BAT from taking a 51 per cent stake in VST.

Neither those newspapers nor the government is embarrassed at our diametrically different attitude when it comes to domestic policy. If our official stand on the Lakshmi Mittal bid leads to a reconsideration of domestic policies, the global Indian would have made an important contribution. He has already shown that the fear of foreigners is completely unwarranted now that Indians are ready to take on the world.

To the EU crowd, Arcelor isn’t merely a company. It’s the symbol of an integrated Europe.
The Coal and Steel Community fathered by Jean Monnet in 1954 was the genesis of what became the European Union, and for a good reason. The French and Germans battled in 1870 and again in 1914-1918 for control of the grim smelting cities of the Moselle, deemed the strategic key to the Continent.
As a marriage of French, Belgian, Luxembourg, and Spanish components, Arcelor is exactly what the EU is supposed to be in the French political mind: a way of fostering industrial champions that bind Europe together and are big enough to give France leverage and clout on the world stage.
Jean-Pierre Masseret, president of the Lorraine region, called Mr Mittal an asset-stripper bent on gutting France’s heavy industry.
"Mittal is lying when he says he won’t close any of Arcelor’s operations. He is buying a rival and could perfectly well destroy Europe’s steel industry, which he doesn’t need. The powers that be must take action to stop a stock-market raid that threatens Europe’s vital interests and its strategic future," he said.

Mr Mittal has already shown his true by colours by shutting down Irish Steel’s operations in Cork as soon as his five-year guarantees elapsed, sacking all 450 workers and leaving the Irish state with a £21m clean-up bill for waste.

Sacked another 800 workers in South Africa.
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Post by rutam »

Ok I think I should clarify a few things ( before I get banned :) )

1. I hate the words desi, gora, firang, nigger, paki.. so on and so forth..
2. National boundaries according to me invoke a false sense of belonging ( same with religion ).
3. An individual with ambition/talent/x-factor is more important than a country or some continent or some religion.
4. All I see in Mittal is Mittal. He doesn't have to be Indian, He doesn't have to be a Hindu, and He doesn't have to be a "baniya" as most of you put it..
5. Rule #4 applies to all talented people in this world.
6. An individual is superior than a group of like minded people ( who are stuck together because of their insecurities ).
7. If Tatas, Ambanis, Premji's are putting their $$$ back into India it's because of their personal beliefs & business preferences.
8. Should point #7 be applied to people like Mittal? Isn't that forcing our aspirations onto someone else?

My point is... FREE WILL, FREE THOUGHT... & self moderation of the "individual" is of the utmost importance.

I see Mittal ( and many other Indians like him )... who are Global citizens ( some who don't even care about India.. I am fine with that as well, as long as one grows as an individual )... and that I don't consider to be a crime.
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Post by rutam »

Again... thanks for the detailed reply, but all I seem to gauge from the various instances stated is that philanthropy is next to godliness ( I am an atheist, so I am not moved by the above ). Europa, you might be an Idealist.. but that isn't how things work in the Metal/Trade business.

In the bigger picture of gaining certain monopoly... one HAS to take harsh steps. Be it shutting down rivals by buying out their operations & obviously siphoning out resources which are important. Similarly... deserting resources which can be liabilities.. ( employees.. )

Let's say if Mittal decides to buy then siphon ( as with all of his previous deals ) resources from Arcelor.. yes people WILL LOSE THEIR JOBS... that is how it works... FACE IT! We aren't exactly living in heaven & Gandhi giving us private tutorials on humanity.

In the greater good of ambition... these things will happen...
Spare my extreme right winged thoughts.. but I've been on either side of the fence and I think it's alright ( rather completely fair ) when it comes to managing a business. Rivals are meant to be destroyed... and healthy competition should ideally be a clause in the textbooks.

If these things hurt you, GET A JOB :) and let your bosses fight this war of values.

++++ this is getting way off-topic +++

So all said and done... ethics upheld ( europa/krish.. respect! to you guys ) and ethics crushed ( courtesy yours truly )... WE ALL CAN AGREE ON ONE THING...

LNMITTAL IND. SHOULD GO FOR A SOFT/PEOPLE CARING BRAND CAMPAIGN/IMAGE ( though it'd be a great example of hypocrisy... it surely would help LNM reach his goals smoothly; irrespective of the nature of those goals )

As for the Mittal-Politicians link, we all are mature enough to spot the golden pin in this haystack.
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Post by encyclomedia »

so, ultimately, Brand Building does help. And thats why we get paid.

but we must also look at corporate cultures as an important study of communications spends. as per the widely proclaimed 'boom' in indian economy, I feel the spends on advertising and communication could be higher. Thats something that affects us all.

Renault sold 181,651 cars last year in UK (BBC)
Maruti Sold 561,822 cars last year. Almost 3 times as many. (domain-b)

Are Maruti's ad spends 3 times Renaults? I doubt it...
our filmmaking is cheaper, print is cheaper...I think theres tremendous protential for growth within the same businesses.

Especially since few people are investing in brand building...its mostly tacticals...
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Post by Europa »

In the bigger picture of gaining certain monopoly... one HAS to take harsh steps. Be it shutting down rivals by buying out their operations & obviously siphoning out resources which are important. Similarly... deserting resources which can be liabilities.. ( employees.. )
doesnt always work that way, rutam. governemnts have a social responsibility. or they SHOULD. they are not here for profiteering. its like politicians get to seat of power so they siphon off huge funds, its ok, sicne its all normal market driven economics. or that Monopolies are good for consumers. or that.
National boundaries according to me invoke a false sense of belonging
National boundaries also denot a huge cultural shift, and thats what makes the world such an interesting place. imagine if you met the same kind of people with the same language and existence from Ladakh till Madagascar!! NAtional and cultural differences are what makes the world interesting.

I am quite a right winger myself. Its perfectly ok for someone to buy Arcelor or for that matter anything else. As long as he spends enough on brand building :-)

I had written a lot more, but deleted fearing going off the topic. thats MY bit of social responsibility. I have CHOSEN to moderate my freedom of expression for the general good.

This topic in this country can be pretty inflammable so I shall restrain myself...
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Post by Paramvir »

lets restrain from discussing off topic politics and global politico-business methods.

lets see some creative! both europa and rutam! lets see some creative from both of you guys!

--admin
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Post by Krish »

National boundaries according to me invoke a false sense of belonging - Rutam.

That's weak. If the world was but one country we not be discussing Mittal. Do we discuss Warren Buffet? And then we would all be here in the first place, on desicreative.

This sense of belonging will what make a world a better place.

Ok, we discuss advertising only. Peace. Rutam, it was good :) Where u from bro?
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Post by rutam »

parambyte... ok np.. no replies on those issues... agreed.. Krish.. noted :)

I am Rutam ( yeah nothing creative here.. same as my nick ).. from Mumbai.. I see a lot of folks in here from around the world.. adds a nice perspective to every discussion.

Also it'd be better if I knew the real names :)
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Post by Prasoon »

Mittal finally buys Arcelor.
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Post by Paramvir »

and, and steel prices are rising...
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