Filed under brand plan

Back to the drawing board for Brand Malaysia

Word reaches me from reliable sources that “Endless possibilities” the Nation Brand tagline chosen for Malaysia and scheduled for an official launch on 17th September will not now be used. The tagline was panned from the outset, primarily because it was used by Mongolia and Israel. Trying to communicate a Nation brand promise in a … Continue reading

Endless Possibilities has endless potential

The response to the “Endless possibilities” tagline has been, as one would expect when discussing a Nation Branding project, emotionally charged. Much of the focus has been on whether or not the tagline has been used by Israel or for that matter Mongolia. In fact, it would seem the tagline has been used not only … Continue reading

How to make the Malaysia Nation Brand strategy successful

Let’s get something straight. A catchy tagline, symbolic logo, pretty colours that symbolize the ‘personality’ of the brand and a custom designed font are not Nation Branding. Glossy advertisements that push the creative envelope and consist of content that is impossible for stakeholders to buy into or live up to, is not Nation Branding. Expensive … Continue reading

What is the difference between an advertising agency and a brand consultancy?

As the consumer landscape changes and consumer habits and the purchase decision making process evolves, it is imperative that brand owners understand where, when and how to spend their valuable and increasingly limited resources. Historically advertising agencies defined and controlled a brand’s message and through which channels it was broadcast. They would then blitz consumers … Continue reading

AirAsia brand hits turbulence

A week ago, AirAsia X CEO Azran Osman-Rani announced to much fanfare, a new service between Sydney and Kuala Lumpur. Soon after, the Australian Competition and Consumer Commission, (ACCC) an Australian consumer watchdog announced that it has launched a court action against AirAsia, alleging the company is misleading consumers in its advertisements for flights out … Continue reading

What Malaysia must do to build a Nation Brand

Traditionally, Tourism Malaysia has had the responsibility of raising the awareness and promotion of Malaysia. And Tourism Malaysia has worked hard to build awareness of the country as a tourist destination and on the whole, it has been reasonably successful. But in an increasingly competitive world, Malaysia is not just in a global competition to … Continue reading