SKS Microfinance appoints Jack Trout for rebranding

SKS Microfinance Limited has signed Jack Trout, one of the world’s foremost marketing strategists, for its rebranding and repositioning work. 

Trout, president, Trout & Partners Limited, an international marketing consultancy based in Connecticut, USA, is the originator of positioning and other important concepts in marketing strategy. He is the author/ co-author of many marketing books including ‘Positioning: The Battle for Your Mind’, ‘Marketing Warfare’ (updated in the 20th Anniversary edition) and ‘The 22 Immutable Laws of Marketing’. His most recent book was ‘Repositioning: Marketing In an Era of Competition, Change and Crisis’.

“I am delighted to help SKS Microfinance Limited as its recent turnaround post an external event is commendable,” said Trout, adding, “I consider this an interesting assignment as rebranding/ repositioning work in the social sector, particularly after a crisis that nearly annihilated a crucial social sector, brings multitudes of challenges.”

"We have a strong bonding with our members given our close-to-consumer model,” said M.R .Rao, managing director and CEO, SKS Microfinance Limited. “If anything, the bond has become stronger during the recent challenging times on account of the process improvements implemented by the Company. Despite this, it is imperative that we revisit the brand propositions in order to further increase our brand equity among our members and other key stakeholders.”

"We are back at the threshold of steady growth post our recent turnaround, and require expert counsel in ending the dichotomies/ ambiguities related to branding and positioning,” said S. Dilli Raj, chief financial officer, SKS Microfinance Limited. “Who else can one turn to in such a situation but the Guru of positioning & repositioning himself?”