Branding and the Melaka Zoo
by Chief Alchemist a.k.a Wiley Chin - January 20, 2005 Posted: 6:42:17 PM EDT

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Territorial Warfare: Celcom Vs Maxis
by Chief Alchemist a.k.a Wiley Chin - January 14, 2005 Posted: 2:16:37 PM EDT

'This is Celcom Territory'.

'Most Malaysians Use Maxis'.

Lo and behold, there's a battle going on. It's being fought over the highways and byways within the Klang Valley and all along the main roads of Malaysia. Two sworn enemies are crossing swords over bridges and flyovers to have a share of your already fully exploited 'buying mindshare' for mobile telephony products and services.

And I am intrigued. Truly.

For the first time, I am actually seeing Maxis, the giant telco of Malaysia caught flat-footed. Celcom, 'the come back kid' had thrust their steely sword of re-branding into the slumbering giant's guts.

'This is Celcom Territory', a clean-blue and white signboard with a stylized kingfisher, resonates over our consciousness like the roar of an awakened, returning warrior, sword drawn, muscles tensed, bend on striking back and reclaiming the piece of land that was taken from him when he was down. It is his birthright, this piece of land and he wants it back now. And he's going to fight all his might to reclaim all his lost territories. And from here , he will conquer those belong to his sworn enemy.

Now listen to the rejoinder.

'Most Malaysians use Maxis'

Oh my....what a bummer...

I don't see a warrior. I don't see no fighter. I see a wimpy, slightly scared accountant, furiously tapping on his calculator. After dropping 3 continuous beads of sweat onto his spreadsheet and smudging them off with his handkerchief, he heaves a satisfied sigh, looks at you with a smug grin and exclaim,

'Most Malaysians use Maxis...'

Oh, for the ability to frame your 'branding war cries' with passion and zeal. And intelligence!

I am wondering.

Is that weak reply the 'trembling stutters' of a wounded and weakened fighter? Or is that the reply of a unconcerned giant, dismissing the swordplays of his enemy with a calculated, 'I am not impressed', rejoinder.

Here's what I really think. I think Maxis is a wounded. But not a mortal wound. Not at all.

And that would be better for them. If they are in the latter state of mind, a second thrust could have one of its limbs on the battle ground.

So there'll be a counter strike that will look more purposeful, soon. 

Meanwhile, watch out for those bridges and the flyovers when you drive...

Duck if you see a falling limb!

Watch out for the calculator too...   

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Wiley Chin
Chief Alchemist
XiMnet Malaysia Sdn. Bhd.

An alchemist of the Internet and marketing strategies, leading the charge to put our creative and software talents into serving companies who are out to slay the global giants. Also known as Chief of Caffeine Consumption and hallucinates between projects. Yes, that accounts for his “giant slaying” stuff.

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