Interview with Marcus Osborne of Fusionbrand Asia

In 2014 and 2015, Malaysia’s national airline dominated global headlines following two tragic incidents and the dithering management of those incidents by a poorly equipped team. And then in 2015 and early 2016, yet to be substantiated accusations of impropriety against the current administration has had a negative impact on the nation brand and is stalling any chance of a recovery of the country’s brand and reputation.

In this interview, Malaysia-based brand consultant Marcus Osborne looks at (nation) branding practices in Asia and Malaysia and how the Malaysia Airlines’ brand and reputation crisis has become an issue for Brand Malaysia in general.

Learn about:

  • Why lacking data results in guesswork surrounding strategy and other executive decisions;
  • How building a brand can be easier once a CEO understands what a brand is;
  • How place branding is not about being liked, but about being trusted;
  • Which is the most challenging part of building a place brand strategy;
  • Why the old rules of marketing no longer apply.

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The Editorial Team

Hi there, we hope you've found this article useful. Want to stay up to date on latest place branding insights, stories and examples? Sign up for our free email newsletter! You might also be interested in our services. Have a question or suggestion? Get in touch!