Brand Bangalore in need of a makeover

I came to Bangalore on July 2, 1980, to study at IIM-Bangalore. Coming as I did from the heat and humidity of Madras (as the city used to be called then), the pleasant climate of Bangalore bowled me over as I’m sure it did to several others who preceded me here.

As I went from the City Railway Station to Jayanagar 8th Block (the IIM-B hostel used to be there), I realised that this was the city I wanted to live and work in. I am not sure when exactly I made up my mind; it was probably after seeing Lalbagh and the Rose Garden in Jayanagar.

I have never left the city since, though I had a few opportunities to move to other cities. Though every city will have its admirers and detractors, I am certain that no other city in India, with the possible exception of Mumbai, has the international brand status that Bangalore enjoys.

A few years ago, 2003 to be precise, I was in Johannesburg to watch the Cricket World Cup and I literally bumped into someone at the mall on the day before the India-Pakistan match. I apologised, and as we got talking, he asked me where I was from and I diffidently said, ‘Bangalore’ and then added ‘India’. His eyes lit up and asked “software?”

Mind you, he was just an ordinary guy and yet he too could see the brand’s association with the technology business. Yes, companies such as Infosys and Wipro, which are headquartered here, have put India on the global map and spawned the success of best sellers like “The World Is Flat” and even created expressions like “Bangalored”.

Yes, while all of us can justifiably be proud of our past achievements, there is no denying that the brand’s image has been dented by poor governance, appaling traffic and a whole host of civic problems, which are not unique to our city alone. Also, the decision to name itself “Bengaluru” has not helped the global ambitions of the city.

The way forward
The best of brands come under a cloud at times and Bengaluru is no exception. Yet, every problem usually presents an opportunity as well.

The brand has acquired its position and association without planning for it. In fact, if anything, it has been a bit too easy as talented and successful individuals in the city earned the brand’s status through their efforts at self-advancement. The city has achieved what it has “despite” the government, even if the statement can upset a few.

The city is crying out for a “brand champion”, someone who loves the city and is smart enough to mould its position. Positioning, too, cannot be left to chance and needs careful deliberation.
Bangalore has the potential to be the “knowledge capital of India”. Which city has an IIM, an IISc and NLSIU? Which city hosts some of the best brains in the world from every technology sector? The future is greater involvement of the corporate world in the running of this city on the lines of a Bangalore Agenda task force or a city connect. People are waiting to offer their time and brains. Someone has to use them!
 

(Ramanujam Sridhar is the CEO of brand-comm and a director of Custommerce, an organisation committed to promoting customer service in the country)