Telekom Malaysia (now known as TM) has spent RM9 million rebranding itself. The money was spent on engaging an external branding expert, creating a new concept and designing a new brand.

Branding is more than just coming up with a new logo or spending more money on a new tagline and endless advertising. It has more to do with matching the customer experience with the brand promise. Therefore, branding is more what you do internally than externally.

Mindvault has been going through its rebranding process since March 2003. Why haven’t we come up with our new logo, colors etc yet? Because we are still working on ourselves to ensure that our external image matches our internal processes.

How do you think TM has fared with their RM9 million?

Posted by: David Oh on 7/7/2005 4:54:34 PM