Branding Bangladesh Biman
Sunday, 31 January 2010
This is in response to Biman CEO's article published in your pages on January 28th. To quote his lines: "Brand Gurus call them Brand Pillars on which lofty promises are to be built and sustained"! However, performance in line with promises is beyond Biman's capabilities. Is change in livery and paint, along with lofty promises, all that will transform our sick airlines back to health?
Frustrated customers' comments about Biman are unflattering, given Biman's miserable performance, frequent flight cancellations. With this inheritance, how does the CEO dare to have some "rational realism"; forget about "lofty promises"? As of today, "Reliability" and "World Class" in not anywhere in Biman's vocabulary! In reality, Biman is "Rotten instead of Reliable" and "Woeful instead of World Class"! One only travels in Biman when they are no other options open.
Turning this over-staffed, overhead laden "Money Guzzling Loss Maker" to any where even near a "Uniquely, warmly Bangladesh" (the heading of the above article) is nothing but a "lofty dream"; as far from reality as night is from day! One wonders, if efficiency will ever dawn after the unending "blackness of night" that has enveloped Biman today!
However, let's all hope and pray that the CEO succeeds in at least getting the "Reliability" part right. Even that will be a breakthrough, for the terminally sick Biman.
Change in livery and logo will only mean good money thrown away. Biman needs good management and "total overhaul" in technical parlance, all across, from top to bottom. Today it is only a bureaucrat's favourite "Home in the Air" as a free frequent flier for self and family! They have all authority, but no responsibility. So, why upset the apple-cart trying to be "World Class"? That is the brute reality of Biman, like it or not!
S.A.Mansoor
Dhaka
Frustrated customers' comments about Biman are unflattering, given Biman's miserable performance, frequent flight cancellations. With this inheritance, how does the CEO dare to have some "rational realism"; forget about "lofty promises"? As of today, "Reliability" and "World Class" in not anywhere in Biman's vocabulary! In reality, Biman is "Rotten instead of Reliable" and "Woeful instead of World Class"! One only travels in Biman when they are no other options open.
Turning this over-staffed, overhead laden "Money Guzzling Loss Maker" to any where even near a "Uniquely, warmly Bangladesh" (the heading of the above article) is nothing but a "lofty dream"; as far from reality as night is from day! One wonders, if efficiency will ever dawn after the unending "blackness of night" that has enveloped Biman today!
However, let's all hope and pray that the CEO succeeds in at least getting the "Reliability" part right. Even that will be a breakthrough, for the terminally sick Biman.
Change in livery and logo will only mean good money thrown away. Biman needs good management and "total overhaul" in technical parlance, all across, from top to bottom. Today it is only a bureaucrat's favourite "Home in the Air" as a free frequent flier for self and family! They have all authority, but no responsibility. So, why upset the apple-cart trying to be "World Class"? That is the brute reality of Biman, like it or not!
S.A.Mansoor
Dhaka