Jobs and Careers with James Caan 2012 - (Page 224)

Gorkana and Gurkhas We speak to Alexander Northcott, CEO of Gorkana – the media database and portal for PRs and journalists – about his experience of setting up a business Your Business: Firstly Alex, we’ve read that your company name Gorkana is derived from the sergeant who saved your life when you were a serving officer in the Royal Gurkha Rifles. That’s an incredible story… Alexander Northcott: I think branding is very important; whether it’s Vodafone, a very small company, or an emerging one like Gorkana, it’s very important to identify with the values of the brand. I think my five years’ experience with the Gurkhas taught me about respect; trust; reliability and determination. We wanted to have a bit of fun with a story that actually meant something, I wouldn’t be here today if it wasn’t for him. And so when we were looking at the rivals – who was in the marketplace – and who we’d have to come up against, the big names, we thought the name actually allows us to take the company in new directions: if you’re tied to mediadatabase. com, for example, then you’re tied to doing just that. So we wanted something that was very striking, strong, that had values and a story behind it, but also gave us the flexibility in the future to take the company where our clients wanted us to take it; and therefore evolve the company. 084 Your business with James Caan

Table of Contents for the Digital Edition of Jobs and Careers with James Caan 2012

Career bites
What really counts
Weighing it all up
Around the world
Ask the experts
Growth sectors
Train your brain
Homework
Carve a career in care
Here come the girls
Mum’s the word
An apple a day
It’s for you-hoo!
A step forward
His & hers
Bank on it
Risky Business
In the money
3 Specialist medical jobs
The stuff of life
Power on
Engineering heroes
Outside the box
Keeping it clean
Your Business with James Caan
Go Go GadGets
On trend office
Take my advice
Getting Going
The bank job
Make the most of your assets
Back to business
The law and you
HR Matters
Make it work
Into the cloud
Design & shine
Reach out
Gorkana and Gurkhas
Protect and prosper
Making it count
Your business or your life?
Nice supplies
Beginning business
Ship it
Ethical business
Backing business
Standing together
Top 10 hiring tips

Jobs and Careers with James Caan 2012