Until this date En Ahmad Jauhari Yahya (AJ) Group CEO of MAS, and/or his VP for Promotion and Marketing, En Al-Ishal Ishak, are still ignoring the call to reveal the total cost of re-branding and the designing of the new livery for MAS. The pale blue new livery WAU has been commissioned much earlier than 17-2-2012. Landor Associate presented the new pale blue livery of WAU to MAS on 17-2-2012, in HERE.
It is evident that the changed of MAS livery for the whole fleet of MAS aircraft was made as early as the end of 2011 or January 2012 as the design of the livery was dated 17-2-2012. It is also evident that the said change of the livery of MAS was made by a few little Napoleons in MAS earlier than 22-5-2012. The reason being that the Board of Directors of MAS only approved the new livery on 22-5-2012. It was obvious that the new livery has not been approved by the Cabinet.
You will be able to judge from the Memo of 2-8-2012 from the marketing expert, En Al-Ishal Ishak, below. Yours truly has been told that he has been involved in the field of IT prior all these years but now he is a marketing expert by virtue of his appointment as MAS VP for Promotion and Marketing. What a talented man indeed!
With about RM556 million at his disposal and his hidden marketing talent, yours truly believes that En Al-Ishal Ishak would no doubt be able to put MAS in the black by the end of 2012 or the latest by the first half of 2013! Thereafter, En Al-Ishal Ishak and AJ should be the new saviours of MAS. Below is the memo from Al-Ishal Ishak.
MEMO : New Corporate Identity and Guidelines – what you need to do now
Posted on Wed Aug 01, 2012 16:42.
(STRICTLY FOR INTERNAL CIRCULATION ONLY)
CIRCULAR FROM SENIOR VICE PRESIDENT, MARKETING & PROMOTIONS
To: All Staff System-wide
Date: 1 August 2012
New Corporate Identity and Guidelines – what you need to do now
I am excited that Malaysia Airlines is embarking on a journey of brand leadership as a key weapon in our arsenal toward transformation and recovery. Our Board of Directors approved the new corporate logo on May 22, which is an evolution and modernisation of our original mark to reflect a more dynamic brand as we compete on a global stage. This new corporate logo was unveiled last month as we announced updates to our Business Plan in several internal face-to-face engagements.
Please also note that the Board of Directors has agreed for our flagship A380 fleet to carry its own ‘limited edition’ premium blue branding comprising the blue wau logo and livery. This is seen on the first A380 which is already in commercial service. It will be followed by our second A380 which will arrive home on 11 August, and the other 4 aircraft which will be delivered progressively into 2013.
On the new corporate logo for Malaysia Airlines
Our Malaysia Airlines new logo (above) retains all the positive elements of our brand but with a modern touch to it. The wau is updated to be forward-looking and facing to the East, representing our home in Asia. This evolved wau, to be used on all corporate applications, retains the blue shade and is now enhanced with a red tone from that of our national flag – demonstrating our pride in being the flag-carrier for the country.
Transition period of old and new Corporate Identity (CI)
Given our financial situation, we will prioritise our spend on when, where and how the new corporate identity is applied. We expect a transition period of between 12-18 months where we will see a mixture of old and new CI on our aircraft, ground vehicles, uniforms, offices, cutlery/crockery etc.
Changing – Phase 1
From 1 July, under Phase 1, we progressively started applying the new corporate identity on our website, social media platforms, digital screen displays at airports, new corporate videos and powerpoint templates (already available on MH Pulse/Gallery/template and latest advertising campaigns). Except for a one-time design cost, no additional investment was incurred.
Corporate Brand Assets – Phase 2
For Phase 2 effective 15 July 2012, corporate brand assets such office stationary (business cards, letter-heads, envelopes) were applied with the new logo when stocks were replenished and new batches ordered in or on a special project basis. The same goes for passenger travel documents/collaterals such as baggage tags, boarding passes, buntings, corporate merchandise. All current stocks must be used up. We will not discard/throw out current stocks that have the old corporate identity and logo.
Brand Architecture – Phase 3
By the second half of 2013, we will begin work on revamping the brand architecture. This includes defining the CI for all our subsidiaries using the Malaysia Airlines logo and how this is applied onto the various product names that exist in the Group.
Use of the brand campaign expression
As part of brand and advertising campaigns, as seen in the MH mail templates, we are now using the expression Journeys Are Made By The People You Travel With. This expression is grounded on the hallmarks of our service and customer experience systemwide. This maxim or expression does not dilute our Vision in the Business Plan which remains To be the preferred premium carrier with the Mission To be a best-in-class, top 10 commercially viable airline in the Asia Pacific region that returns sustainable profits to shareholders
Embrace the new CI
I sincerely hope that you will join me to embrace our new identity, and ensure the correct logo applications are being updated and flowed into your work streams. Any doubts or queries on our new corporate logo and implementation should be directed to the Brand team as follows:
· Ng Kar Yee (Special Projects & Corporate Events, Strategic Communications) firstname.lastname@example.org, and
· Nasrun Kari (Branding, Marketing & Promotions) email@example.com
All logo and corporate identity applications must be reviewed and approved by the Brand team prior to implementation.
In ending, I wish to reiterate that while we laud our heritage, it is now time for us to up the ante on our competitors, and critics. Together, we shall redefine what it means to be a leading service provider in this 21st century by offering seamless, consistent, smart travel experiences to all our guests.
Our logo and brand identity is our ‘outward face’ to the world – both in Malaysia and abroad. The way our logo looks influences perception of our Company to investors and customers alike. Thus our brand must communicate the dynamic and modern airline that we are, offering recognised class-leading products and services.
When our new brand identity is fused with the corresponding line-up of new products (such as the A380) and stellar service (for which we are known), it can have a transformational effect on sales and brand adoption. It is important to create a fierce belief in our brand that will fuel culture/the way we do things, as well as mobilise our colleagues and customers alike.
Alongside our maxim Journeys Are Made By The People You Travel With, our brand promise aspires to move beyond transport and functionality, to experiences that create a loyal relationship of longevity and yield.
Your support is important.
Yours truly hopes that AJ and En Al-Ishal Ishak would enlighten MAS staffs and Malaysians with answeres to the following outstanding questions:
- When was the decision made to change the livery of MAS to pale blue?
- Who made the said decision to change the livery?
- Was MAS Board consulted before proceeding to change the livery?
- Did MAS obtain approval from the Cabinet for the change of the livery?
- Which company was appointed to provide the design of the new livery and so-called re-branding of MAS?
- Who appointed the designing company for the job?
- Was there an open tender for the appointment of the designing and re-branding company?
- What was the total cost of the said designing and re-branding work for the new livery?