And I also think they tried too hard in pushing for the “superstar” or “celebrity” kind of feeling by using so many celebrities. They want to give the younger generation the feeling of “cool” or “up-to-date”. We see this a lot in the 1980s…using a superstar to promote an item, so that we too, feel like a superstar.

The problem here is, the younger generation mostly using their supplementary line, which is under their parents…which is more self-focus and realistic. That’s why DIGI is winning the battle.

Just my opinion.

If you look at Celcom and Digi’s billboards you’ll see a fundamental diff in their branding message. Celcom talks about their superiority, undisputed coverage, etc. Digi doesn’t talk about themselves. They talk about the customer (I will follow you).

If you go on a date, its a choice between the girl who would only talk about herself and one who is actually interested about you. Which would you pick.

Celcom’s branding style was the way to go in the 70’s and 80’s. Things have changed since then.

What about you, why do you think they won’t get the results they wanted?

@ keeyit
Yeap. It really takes a lot of time, money and efforts.

@ Damien
Very good point. Rebranding is actually to change your marketing plan. Maybe it’s to target new customer base or to change the “feeling” associated with the product/company.

That’s why companies such as Nike, Adidas, Coke are so successful. They changed their direction (and keep doing that to suit the market) to give a different “feeling” or to introduce something new.

But in the long run, it’s the reputation which counts. Changing colors, logos, slogans or company name, will not help if your product sucks.

And that is why so many companies are asking themselves why their rebranding failed even after putting in so much effort and money.

p/s…. DIGI and CELCOM both started their new branding program at about the same time but I have a feeling that CELCOM didn’t get the result they wanted.

In contrast you’ll find that competitors like Burger King have not rebranded for decades. Their customers have changed (grown up) but they have not. When customers stop identifying with you, they leave you. You’re forced to spend lots more than you should to maintain the same income. Check up BK’s stock and you’ll find they have not been spectacular at all.

Changing brand logos and colors won’t help if brands are weak in the first place. You’d be wasting money to rebrand if product or service quality remains atrocious. Many companies eventually find out the hard way that branding is not about logos and colors. It about reputation. You stay loyal becuz they never let you down. And that’s a challenge many brands just simply cannot hack.

keeyits last blog post..Not bad to transfer

always take trial and error to get the right result..

Lisas last blog post..What is the meaning of life? Why do we exist?