It
has been a long and eventful journey of almost a century
across 21 countries. Starting in 1908 from a small building
in Baroda to its new hi-rise and hi-tech Baroda Corporate
Center in Mumbai, is a saga of vision, enterprise, financial
prudence and corporate governance.
It
is a story scripted in corporate wisdom and social pride.
It is a story crafted in private capital, princely patronage
and state ownership. It is a story of ordinary bankers
and their extraordinary contribution in the ascent of
Bank of Baroda to the formidable heights of corporate
glory. It is a story that needs to be shared with all
those millions of people - customers, stakeholders,
employees and the public at large - who in ample measure,
have contributed to the making of an institution.
The Bank of Baroda (BoB) had started the IT driven business
transformation program, right in 2000-2001. I was the
executive director then. We had appointed Gartner's
as our consultant. They started with IT but then it
was found that it would be useful to look at the business
side of the transformation. As a package we were looking
at a variety of things including marketing, image and
repositioning of the bank. Studies revealed that the
image of the bank and customer are the key issues. That
moment itself we were trying to re-brand the bank and
we got in touch with some marketing and branding firms.
The issue was hot in the sense that "we want to
change, we want to hire a firm", before I left
to head Dena bank in February 2004. When I came back
on March 1, 2005, I found that the board had approved
the logo, it was in the files and we needed to take
a decision.
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