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Christoph Mueller


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260 replies to this topic

#21 Mohd Suhaimi Fariz

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Posted 23 March 2015 - 08:07 AM

Airlines like China Airlines, Korean Air and Air France have far worse safety records yet none of these carriers change their IATA code. And both China Airlines and Korean Air are still going strong and profitable business entity.


The bulk of CI, KE & AF's accidents happened when the world was not as connected as it is today...

#22 Lim Kar Yong

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Posted 23 March 2015 - 08:49 AM

Don't forget Singapore Airlines too...

 

However, I do think that when they launch the newco on 1 September, they should have a new livery for ALL their aircraft. Having three liveries show that its branding and marketing strategy is somewhat confused...

 

If we take how the "wau" is painted on the tail, the colour of the all blue coloured wau on the A380, and the colour of the wordings "Malaysia Airlines" (some red and blue, some all bule), it does seem like MH is having an identity crisis. 



#23 Cheng Long

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Posted 23 March 2015 - 10:06 AM

Most people wouldn't know airline code. It's something they don't bother about. They know Malaysia Airlines as Malaysia Airlines. Changing airline code is unnecessary. Might be better to change the slogan Malaysian hospitality to something else and campaign from there.

#24 Yang Zulhilmi

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Posted 23 March 2015 - 11:05 AM

Most people wouldn't know airline code. It's something they don't bother about. They know Malaysia Airlines as Malaysia Airlines. Changing airline code is unnecessary. Might be better to change the slogan Malaysian hospitality to something else and campaign from there.


I thought MAS already changed the slogan to "Journeys are made by the people you travel with"?
Hardly can find the slogan "MH is Malaysian Hospitality" nowadays..

#25 JuliusWong

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Posted 23 March 2015 - 11:50 AM

I would think they should part ways from any previous marketing tagline and create a totally brand new marketing campaign.

 

Previously it was done very well, maybe not the last one......as we move on to new chapter, we should leave whatever had happened behind....

 

Malaysia Airlines......a new beginning takes flight.



#26 Mohd Azizul Ramli

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Posted 23 March 2015 - 06:24 PM

Airlines like China Airlines, Korean Air and Air France have far worse safety records yet none of these carriers change their IATA code. And both China Airlines and Korean Air are still going strong and profitable business entity.

 

The incidents involving those airlines (except for AF447) were from different era where people don't use #hashtag, retweet, forwarding the accident pictures in social media etc. The 2 incidents involving MAS caused the MH flight code to stick in the mind of people globally.

 

I am also in the opinion that changing the airlines's IATA code is not necessary but it seems that this pointer is being discussed seriously among (serious) A.Netters that I knew, so it must hold some weight. When Swissair evolved into Swiss International Air Lines, the airline code changed from SR to LX. So if MH is heading this way, the code does not necessarily has to start with the letter M.

 

As for marketing campaign and livery, I think these are a tad less important to what the airline needs to address in its first couple of months as a new co - corporate restructuring, route rationalisation, business plan. Once the fundamentals have been addressed then probably the livery and marketing tagline can be revisit.

 

My point on these 2 issues:

 

Livery - Should be mostly white. Something like JL. I am proposing an entirely white, with the wau logo just in red. It has to be entirely white to signify a new beginning, clean sheet, no corruption, less baggage, serious.

 

Marketing tagline - Should follow the current trend - catchy and memorable short words. E.g. Emirates' Hello Tomorrow, BA's To Fly To Serve. MH's current "Journey is made by the people you travelled with" is too mouthful, too long, very difficult to remember, too karangan Bahasa Malaysia.

 

To add one more to it:

 

Brand Ambassador - If MH is heading this way, choose the brand ambassador carefully. First of all, terminate the contract with that Australian tennis player no one knows about, what are you thinking? He/She should reflect the business plan - a new beginning, clean sheet, no corruption, less baggage, serious. Try to copy Etihad's coup of Nicole Kidman or Turkish Airlines' with Messi and Drogba, which I think is bloody brilliant. This person must NOT be a Malaysian. He/She has to be a global icon. My proposal - Louis Hamilton or Daniel Craig or David Beckham or Emma Watson [Hermoine in Harry Potters series] (she is currently dating Prince Harry, so massive future exposure here if she ended up as the newest member of the Royal family). British is best since MH does not fly to the Americas and the trunk international route is the Kangaroo Route.



#27 BC Tam

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Posted 23 March 2015 - 07:20 PM

Very refreshing MAR :good:
It will be good if they manage to do at least bulk of that (forget 'all' - it isn't going to happen :))

As for marketing campaign and livery, I think these are a tad less important to what the airline needs to address in its first couple of months as a new co - corporate restructuring, route rationalisation, business plan. Once the fundamentals have been addressed then probably the livery and marketing tagline can be revisit.

Though I would differ in this respect - these need to roll out all in one go
Doing it in stages will only confuse the cause, and probably cost more in long term

#28 Mohd Suhaimi Fariz

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Posted 23 March 2015 - 07:56 PM

I am also in the opinion that changing the airlines's IATA code is not necessary but it seems that this pointer is being discussed seriously among (serious) A.Netters that I knew, so it must hold some weight. When Swissair evolved into Swiss International Air Lines, the airline code changed from SR to LX. So if MH is heading this way, the code does not necessarily has to start with the letter M.

 

9M is available - quite fitting if you ask me.

 

Livery - Should be mostly white. Something like JL. I am proposing an entirely white, with the wau logo just in red. It has to be entirely white to signify a new beginning, clean sheet, no corruption, less baggage, serious.

Please, no Eurowhite. I prefer this instead http://www.cardataba...php?id=00014968

 

 

Marketing tagline - Should follow the current trend - catchy and memorable short words. E.g. Emirates' Hello Tomorrow, BA's To Fly To Serve. MH's current "Journey is made by the people you travelled with" is too mouthful, too long, very difficult to remember, too karangan Bahasa Malaysia.

 

Bring back "We'll Treat You Like Gold"



#29 Waiping

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Posted 23 March 2015 - 08:09 PM

I thought MAS already changed the slogan to "Journeys are made by the people you travel with"?

 

 

Yup, this is a mouth full, and sorry to say I haven't heard of it.


 

I am also in the opinion that changing the airlines's IATA code is not necessary but it seems that this pointer is being discussed seriously among (serious) A.Netters that I knew, so it must hold some weight. When Swissair evolved into Swiss International Air Lines, the airline code changed from SR to LX. So if MH is heading this way, the code does not necessarily has to start with the letter M.

 

 

Perhaps we tried too hard to relate MH with Malaysia Airlines with Malaysia Hospitality.  When bad things happen we try to undo those effort, which is really tough.


Bring back "We'll Treat You Like Gold"

 

Gold is not as valuable as half decade again. :D

 

IMHO white is ok,  Not everyone can do an Etihad or Virgin Atlantic and get away with it.  Those are unique to the airlines.  I kinda miss the cheatline as not many airlines have them nowadays.  Oh yes, please ENLARGE not reduce the Wau size.  It's your logo.  The Kangaroo and Oryx had gotten bigger, but the Wau shrunk?


Edited by Waiping, 23 March 2015 - 08:14 PM.


#30 Mohd Azizul Ramli

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Posted 23 March 2015 - 08:41 PM

I kinda agree with Waiping on the use of 'Gold'.

 

It sounds (and rhymes) with 'old'.

 

The image might not be slick and sophisticated. When seeing the word 'Gold', my brain is playing the song Gold by Spandau Ballet in my head. That song (an 80s pop hit) has an 'old' image attaching to it.



#31 BC Tam

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Posted 23 March 2015 - 09:12 PM

Not all things 'old' should have negativity associated
(but then at my stage, you would expect me to opine as such :))
It all depends on how you project and market that facet
Prime example I can quote is how very many property developments locally here in Kota Kinabalu recently have chosen to incorporate 'Jesselton' into their branding, which happens to be what the town used to be known as way way back in time, before 'Kinabalu' came into vogue (and has since waned)
Old can be associated with having withstood tribulations over time, and gold is certainly something that is so; hence the term 'gold standard' :)

Having said that, please don't paint the planes gold - would look so plainly tacky ! :D

Edited by BC Tam, 23 March 2015 - 09:20 PM.


#32 DaTan

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Posted 23 March 2015 - 10:44 PM

I kind of like this although the font should be more of the current design

00013815.jpg



#33 S V Choong

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Posted 24 March 2015 - 12:30 AM

Don't forget Singapore Airlines too...

 

However, I do think that when they launch the newco on 1 September, they should have a new livery for ALL their aircraft. Having three liveries show that its branding and marketing strategy is somewhat confused...

For the record, Singapore Airlines does not have far worse safety record when compared to Malaysia.  The only fatal one for SQ is SQ006 in TPE bound for SFO in the early '00.

 

I kind of like this although the font should be more of the current design

00013815.jpg

 

Oh no, not another of those 'I think what MH livery should be like' thread again!

 

I just think that that the 77E are keeping the old livery because MH is still up in the arms about what to do with the 77E and they didn't want to spend the time and effort to repaint the 77E into the swoosh livery.  Somehow this gets translated into laziness and identity crisis.


Edited by S V Choong, 24 March 2015 - 12:30 AM.


#34 KK Lee

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Posted 24 March 2015 - 11:05 PM

It seems about 1/3 of top management will be mss (current buzzword is mutual separation) along with over 6,000 rank and file.



#35 Mohd Azizul Ramli

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Posted 24 March 2015 - 11:28 PM

That is good news!

 

It was the top management who caused the bloatedness (by cost) in the past hence the term top-heavy and I believe this was what the unions have been telling past CEOs.

 

Have a search in A.Net and one would be surprised by the stories - someone, a fresh grad landing a plum job in MH just because they are nephew, niece, relative of someone someone in the top management.



#36 Waiping

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Posted 25 March 2015 - 06:31 AM

The first round of MH "mutual separation" (or VSS) saw plenty of new entrepreneur in tourism sector.  I wonder if this is the case again.



#37 KK Lee

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Posted 25 March 2015 - 10:18 AM

That is good news!

 

It was the top management who caused the bloatedness (by cost) in the past hence the term top-heavy and I believe this was what the unions have been telling past CEOs.

 

Have a search in A.Net and one would be surprised by the stories - someone, a fresh grad landing a plum job in MH just because they are nephew, niece, relative of someone someone in the top management.

 

It seems CM has interviewed everyone in the top management (about 100) and given them assignment to be reported back to him personally.

 

After MAS Act, privilege suppliers are taking negotiation with mh more seriously and contingency plan i.e substitute is considered.

 

So far, Khazanah and PMO is supportive of CM, drastic change is expected at mh provided PMO is staying away.


Edited by KK Lee, 25 March 2015 - 10:27 AM.


#38 Suzanne Goh

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Posted 25 March 2015 - 10:35 AM

 

 

Bring back "We'll Treat You Like Gold"

 

Gold colour researches as very old, stodgy and uptight in almost every focus group study i've seen. Unless MH wants to appeal to the 85 year old, maybe not so good to go with this.... :D



#39 Mohd Azizul Ramli

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Posted 25 March 2015 - 07:27 PM

Yay Suzanne is in my team. Sorry BC Tam, told you LOL.

 

Ok, latest spicy gossip from London fresh from the oven circulating amongst the Malaysian expat community here:

 

Apparently, the tough non-nonsense boss that Mueller is passed thru LHR on the way to Malaysia to take up his job, and as courtesy, the station manager offered to take him on a tour of the MH LHR operations. Mueller's response: Don't you have more important things to do?

 

Years of sucking up to the VIPs has proven to be an undesirable skill to the poor MH LHR station manager in the CM's book. Hope he picked up himself and do not suck anymore.

 

So to all the kaki kipas/kaki ampu/kaki jilat who will be joining the New Co, you have been warned.

 

 

kaki kipas/kaki ampu/kaki jilat = Those who cling/suck up to bosses, often for personal agenda/gain



#40 Alif A. F.

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Posted 25 March 2015 - 07:34 PM

Lesson no. 1 from CM: Do the job exactly as prescribed, jangan melebih-lebih (don't overdo it).






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