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Every Brand has promises to fulfill. Acts to be performed. Purpose to be driven by. All these are good. And when you fulfill your promise, perform your action, walk your purpose, don’t hesitate to tell them loud. But wait before telling aloud when you fall short.


We’ve brands that would not survive so long, although would show some shiny moments for short term. Take Dutch-Bangla Bank, what it does well is not banking, ATM service, Customer service, or anything related to customer service that can make any of its customers feel better but social responsibility activities (as they claim via large billboards and TVC). Well, doing something for society is not bad. In fact, it’s a mandatory for modern brands as regulations and customer awareness is rising. However, playing big (read showing big) does not make things okay always, you have to play it right too.

What a bank must ensure first is that: ATM booths work properly, Customers get timely services, regulations well maintained and so on. And if you can do all these right then other incremental activities will pay off. But when you fail to fulfill the regular demand of your responsibility then no amount of social responsibility will save you at the moment of crisis. It feels good to be cited as socially responsible company but it must comply with what your customers think about you.

Doing something brilliantly that you should not be done at all is called stupidity.

Nobody is perfect. Everyone makes mistake. And playing something wrong is not a sin as long as you take lessons from your mistakes. But when you stick to your mistake and don’t take time to reflect it can bring worse result.

Mohammad Ruhul Kader is a Dhaka-based entrepreneur and writer. He founded Future Startup, a digital publication covering the startup and technology scene in Dhaka with an ambition to transform Bangladesh through entrepreneurship and innovation. He writes about internet business, strategy, technology, and society. He is the author of Rethinking Failure. His writings have been published in almost all major national dailies in Bangladesh including DT, FE, etc. Prior to FS, he worked for a local conglomerate where he helped start a social enterprise. Ruhul is a 2022 winner of Emergent Ventures, a fellowship and grant program from the Mercatus Center at George Mason University. He can be reached at ruhul@futurestartup.com

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2 comments on “Imprudence”

  1. Is that thing you wrote is 'about' what I think is about? You are disapproving the way of establishing their brand, right? Or may be I couldn't get the whole idea.

    1. I guess you got it. I think the way they are acting or as you said playing with their brand is anything but brand building. They either don't know or just don't care about the things that matter. BTW thanks for coming by:)

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