Everytime I visit the airport, I get sick. I get sick of realising that the first low cost airline of India - Air Deccan is no more. It is simplifly Deccan or some such name.
It is not only some irrational emotion about my love for 'Air Deccan' but it is also my education that taught me brand marketing communication. In the case of Deccan I see brand marketing tragedy. I see short-sightedness and at the same time high-handedness.
Why would someone change the very established 'low cost', 'quintessentially rural' Deccan yellow-blue branding to the 'rich', 'quintessentially urban' Kingfisher red; unless the reds want to prove a point that they have deeper pockets. And can do anything.
Why would someone change the color, the website, the boarding passes, the uniforms, the badges, the nameplates and all corporate stationery but the NAME; unless the reds want to simply prove a point that they are in control. And the masses need to know that.
Why would someone serve Kingfisher mineral water in a Deccan flight, when the press release after the merger implied that Air Deccan would be treated as a separate brand addressing the low cost segment; unless the reds are managed by shortsighted managers and high-handed supremos always proving a point.
How do I tolerate such branding? How do I tolerate the demise of a great brand - Air Deccan for no fault of the brand?
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