Brands and Missions

In a way 'thinksoft' was intended as an exercise in brand building. At the time the 'thinksoft' idea started the scene in hyderabad was that people would consult part of the year and spend most of their time working in the 'voluntary sector' (as it was then mostly known). So do some high paid work that would take care of expenses when doing low paid 'voluntary work' for most of the time. The only problem was that people had to do their own individual marketing to get work. So we thought let us build a 'brand' (thinksoft) that would do the marketing and a roster of people willing to take on consulting work for part of the year. Of course things really didnt turn out this way and we became a bunch of full time consultants with hardly any roster.

I dont rightly know if the reason was some kind of 'mission drift' or the model was in conflict with the 'objective reality'obtaining at that time.

The good thing of course is that we have ended up with a brand. Though how it stands in relation with the other well known social sector brands of Hyderabad is hard to tell. My own sense is that compared with the others we are fuzzy and hard to pigeonhole and that sometimes is a strength and sometimes/mostly a weakness.