Business Travel iQ
Caitlyn Jenner's 'hello' to the world was one of the biggest transformation stories we've seen in terms of media scale in recent years. Formerly known as Bruce (the Kardashian reality television star and ex-Olympian), Jenner's change to a new identity is obviously deeply personal compared to a brand reinvention, but shows how a look can be changed without losing what is at its heart or purpose.
More quietly this week murmurs began about what the rebranded Malaysia Airlines (MAS) could be ahead of its launch on 1 September. Financial problems with the airline, which is said to be 'technically bankrupt', started before the tragic events of last year which has resulted in route and job cuts announced this week. Any buyers dealing with Malaysia Airlines may well need to check alternatives for the European routes that will be cut and assess how rates will differ on other carriers flying to Kuala Lumpur.
It's yet unknown whether the carrier will have a new name, logo or look when it goes to unveil its new look in a few months. To the travel buyer this might initially mean that very little changes if it is only the aesthetics and not the service that is altered.
Or could it have a bigger impact than that? If Malaysia Airlines' name suddenly disappears and a new name emerges in the booking channels will your travellers know what airline that is, or think it's a newcomer? You will do your best to communicate the change, as will the airline itself, but it could take some time for that to sink in.
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Could the Malaysia Airlines name and logo disappear? ©iStock/TkKurikawaSheraton is another brand trying to have a turnaround. While new brands have popped up within the Starwood group this established brand has been left with a strong name but sometimes dated product — at least that's what some consumers think anyway. Unlike Jenner and potentially Malaysia Airlines the name will stay with Sheraton but the product will be reinvented to help appeal to more. Can it shake off that perception though?
Names and logos are something to consider when you are launching a new product or service within your programme too. Many suppliers will use a separate name for externally communicating what their products are as a way of reaching different audiences and you could consider your travellers as consumers to adopt a similar approach. A new online booking tool for example may include either your own or a supplier's name to build trust and recognition.
Putting a name to travel management department or tools could also help when it comes to communicating the latest changes or policy. For example notice how loyalty programmes are influenced but not include a company name such as HHonors or sometimes have an entirely different brand like Avios.
Similarly it's important to show who the information is coming from and you could change it between engaged internal or external stakeholders. Mascots used carefully might also work for some, if done tastefully.
However you go about it there's no denying that names at least can still have power and can be used to your advantage. But before even considering this you have to ensure you have the right service in place.