And where does the money now go to? Investing in new photography branding.
We are currently in the process of enhancing and refreshing our brand over the coming months. The gallery here represents a snapshot of our new photography style. With this new style, we have employed a consistently natural lens, capturing more candid and real moments, which better reflect our passenger and employee experience. The photography style is guided by the new Brand Design Ethos, which has been created to help shape our products and services to deliver a consistent brand experience.
quoted cxworld
Lmao, what is more candid and real moments? Real moments of negotiation at the desk? From the very beginning, i have always believed that the cx branding is never memorable. Humble opinion. Many people have no idea what this airline is unless you have lived in and been to hong kong. The first impression?
Char Siew Rice! Yes, that is what comes to mind if i think of the branding of this airline. With all the fanfares, it doesnt feel like a luxurious liner. Previous campaigns trying to emphasize whatever people they make an airline slogan, never memorable and before you know it, the department changed the name to PEOPLE. If anything, the people and service of cx is the last thing that pops into my mind. So much money into investing in creating a brand at the footsteps of Singapore Airlines, where they have an iconic
Singapore Girl (taking decades of reputation to build) cannot be recreated by simply emphasizing PEOPLE dept here and there with over exaggerated photoshopped movie posters. Sorry there is no classic Hong kong girl. Unless You mean typical Kong Woman.
Take a look at
Emirates and
Singapore Airlines. The branding is so effortless and i reckon they never set up a PEOPLE section at the office. What comes to mind? Pretty blonde with a big smile in a red hat... Exotic South East Asian beauty in a classic uniform at your service. But when most people I talk to about Cafe Airways, char siew rice in Hong Kong and how disorganized the branding and team of crew look. Everyone is going on each others back on social media, complaining about the company, complaining about the passengers. Investing more money in photography and branding.... Why not into payrise? Thank you.