Uber: The New Identity

Uniting the “Bits” and “Atoms” for the first time, the bits is the refined “technology” and atoms is everything around us “objects”. Uber’s rationale behind the new identity is unifying the two for the first time, the technology and the atoms. The technology is used as process and the atoms is the object that moves from one point to other. If we look at the business strategy of Uber which evolved from passenger transportation to logistics and transportation, the new “Uber” brand core perfectly says who they’ve become

I’m a strategist not a design expert, many designer could disagree on the use of font, color palette and so on and that’s not my argument here but from a brand strategy point Uber successful reflected their evolution and their new rationale perfectly reflects their evolved business strategy

On the other hand many argued why Uber will ditch the slick stylish logo the most recognized in today’s app world, I agree but the more the brand delivers values the higher chance the symbol becomes recognized. Google’s identity looks like grade school kids drawing but since the company delivers constant values you can’t help but constantly recognize their identity

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, an author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renowned Brand Consultancy firm Siegel+Gale on Branding in the Middle East

Who is flyNAS?

The recent brand evolution of Saudi Arabia’s NAS Airlines to flyNAS seems logical, but I have to wonder if NAS is still a Budget Airline. Their in-flight Value Proposition indicates they are a Budget airline, but their Ticket Prices tell a different story. So I have to ask: Has NAS airlines evolved from their previous Business strategy? Or is this statement a predetermined description of a Budget Airline? It’s unclear from their description what NAS’ new positioning is and whether that strategy is clearly reflected in their current Marketing Mix

Budget airlines require very distinctive parameters to operate with low fares as a specific aircraft type in flight offerings. In the US, Southwest Airlines is the perfect example of a well-rounded and well thought success story, as its Brand does serve its Business strategy. Every part of a holistic strategy can affect the single unit strategy. The essence of any Business strategy is to be the champion of the holistic approach. The Business and Brand strategies of NAS are not intertwined well enough, so again, one must ask whether NAS is still a budget airline because their price structure implies differently, while the airlines’ booking and in-flight experience does indicate they are a Budget Airline

NAS needs to address the following:

  1. Revisit the entire Business Model and gradually move away from a Budget Airline focus, unless fuel is subsidized to support that model. Otherwise, it will be difficult for NAS to sustain the Budget Airline Model
  2. Identify a precise target group. Saudi airspace will be saturated before the end of the current year due to 2 additional airlines. Al Maha airlines (Qatar Airways) will target the higher end of the market, while SaudiGulf will take a chunk from Saudi airlines’ domestic traffic. Both incoming and existing airlines will face difficult times competing with Saudia Airlines on Price, as it gets subsidized fuel for its fleet
  3. The single Value they offered in the past was Price, that’s not a valid Value today
  4. NAS needs to align its Channels of Communication, as their strength lies in their Digital platforms. They can dominate in that medium if they invest heavily today. Their brand no longer speaks of uniqueness, which is why the question is exactly who is NAS or flyNAS? The 1st Budget Airline in Saudi Arabia? Not anymore

    The airline clearly needs to identify their Brand’s Essence, so the public can relate to NAS in very precise terms

NAS Airlines has an unprecedented opportunity. The size of the Saudi Air market is massive, both in terms of domestic and international routes. The current demand for domestic routes is greater than the supply available, based on just two local operating licenses. The Saudi Market will evolve enormously in the Air Transport industry, and numerous new upcoming airports and NAS must be ready to inaugurate that new era

He can be reached on AskBaaghil.com

The article was first published on Linkedin Pulse on 26th June, 2014

Something to think about

Uber, the little App on your smartphone is in 57 countries and makes more revenue than most rental car companies in major airports across the world. When you come up with a great Business Model, you need a great Brand to sustain the proposed value. Business strategy and Brand Strategy are inseparable

To ‘Create Your Space’, you need both knowledge and expertise to revolutionize the market. Today Uber brought a new meaning to transportation and how we move from points A to B, Uber has evolved the Taxi experience

In few months from now Saudi will witness a new incoming transportation app named ‘Honk’, third to enter the game after Careem and Uber. Interesting days ahead of us, time to ‘Create Your Space’ or fold

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Branding Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on AskBaaghil.com

Create Your Space logo cropped

The article was first published on Linkedin Pulse on June 29th, 2015

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