« No SMS hotline anymore | Main | Of networking and networking jerks »
April 15, 2005
Telekom Malaysia rebrands to TM
Telekom Malaysia no more? What, another rebranding in Malaysia? After Radio 4, that became Traxx FM, now the good old mother of telecommunications in Malaysia?
Well, Fedex saved US$60 million a year in painting their cars when they shortened their name from Federal Express to FedEx. This was clear cost savings.
Telekom - oh, sorry, TM, now spent RM8mil to RM9mil to develop its new brand identity - quite a lot of money, to come up with something smart like TM - did the consumer come up with the idea or just a clever ad-agency, PR Group, or Branding Company?
The only big advantage that I currently see is that they get rid of their legacy in the name. Overseas investments become simply easier, if a company's name doesn't reflect its origin.
Anyway, I hope that the service improves as promised. I hope that it all has a lasting effect.
But normally, my thinking, rebranding is more than just shorten the name - it is service, delivery, process, symbols, messages, and, of course, the whole exercise in the consumer's mind and the respective relevancy - mindset and mindshifts.
Now, if I would only know, what it was that TM is standing for?
Tagged under:
telekom malaysia
Posted by Andreas at April 15, 2005 11:49 PM
Trackback Pings
TrackBack URL for this entry:
http://www.alwayswow.com/movabletype/mt-tb.cgi/206
Comments
a total waste of money..
i think it's TERLEBIH MAKAN (too much 'under table money')
Posted by: atiza at April 22, 2005 11:57 AM
i'm afraid it's more like 'hangat-hangat tahi ayam' - at a huge expense of course
Posted by: suanie at April 20, 2005 12:44 PM
If TM can provide the connection France, Japan and Korea enjoys of 20-80Mbps ADSL, I seriously don't care about their name change, ;P Of course, I can terus mimpi. I don't think that's gonna happen anytime soon.
Posted by: Ivy at April 20, 2005 12:24 PM
elb - U r right - of course it is Federal Express to FedEx. I changed it already. Thanks for the feedback.
Posted by: Andreas at April 18, 2005 08:25 AM
err, shouldn't it be the shortening of Federal Express to FedEx and not the other way round? :P
on the other hand, it just seems to me like just another case like Philip Morris 'rebuilding' themselves into Altria.
but it's not as 'funny' (for lack of a better word right now) as Binladen Telecommunications Group, a telecom equipment maker owned by Osama bin Laden's Saudi relatives renaming themselves Baud. :P
Posted by: elb at April 18, 2005 03:24 AM
Thanks All - I loooovvveed Terus Mimpi. I hope for better service. I still keep my line with Maxis. So where is the gain for TM? It only comes when I see improvement. What comes first - the chicken or the egg? Improvement first and then rebranding or rebranding first? I am just as confused!
Posted by: Andreas at April 16, 2005 10:54 PM
The Monopoly.
Posted by: Sashi at April 16, 2005 03:32 PM
*ROFL*
1. Tomorrow Mourning :)
No worries, can't get your service today? Mourn tomorrow :D
Agreeing with Jon, but I prefer TM to be
2. Total Morons
2.i. Total Monkeys
2.ii. Total Mis-fill_in_the_blanks :D
Gagagaga!
Posted by: EF at April 16, 2005 02:00 PM
terus mimpi.. HAHAHAHHA i love this one! :)
Posted by: Ivy at April 16, 2005 01:09 PM
i want service, ya hear? service! if not, TM will mean Terus Mimpi....
Posted by: belacan at April 16, 2005 10:48 AM
Tidak Maaf. In English, Not sorry.. for all their bad services. I seriously doubt that their service would improve even after their re-branding. They're just wishing for a new start.
Posted by: Ivy at April 16, 2005 03:20 AM
Typical morons... though not as moronic as Royal Mail UK rebranding to Consignia, then back to Royal Mail.
Posted by: Jon Choo at April 15, 2005 11:57 PM