Fortune favours
the brave
Maxis is Malaysia’s leading telecommunications company. A home-grown success story, the company serves 14 million people by providing both fixed and mobile, voice and data, entertainment and communication services to business and home customers. Maxis recognised that to keep its position as leader in an increasingly commoditised market, they needed to differentiate. That meant a renewed focus on the values of the company. And they turned to WHAM – their long-term brand partner – to help make this happen.
A workshop with the Senior Leadership Team allowed us to explore the existing brand values – simple, creative and trustworthy. We assessed where these qualities were best demonstrated and what Maxis could do to further bring them to life. Whilst they provided the foundations for quality and care, it became clear that these alone did not establish strong leadership traits.
Strength was the missing element. And for us this was to be fearless, to be BRAVE. Clearly demonstrated in projects where Maxis was at its best, this needed formal recognition. Brave means venturing into unchartered territories, taking calculated risks, and leading the way. A brave company is an innovative one. One that people want to follow.
With 500 senior managers due to attend an event in the Kuala Lumpur Convention Centre, the opportunity was seized to share the new, improved brand values. The programme included film, presentations, internal speakers, external guests, interactive games, exhibition and entertainment areas.
WHAM developed concepts and designs that provided a unique look and feel for the event, emphasising its importance. We created a series of hand drawn icons which collectively represented the values and the “ten rules”. These were accompanied by key messages.
Attendees threw themselves into the activities, really engaging with their colleagues. The event was a huge success for Maxis, and in its wake suggested proposals became reality; email etiquette was introduced, along with “dress down Friday”. The company’s commitment to live by its values was demonstrated time and again by their extensive CSR programmes.
Brave. Simple. Creative. Trustworthy. WHAM continues to ensure these key elements are at the heart of everything produced. From retail environments to internal communications (with a lot in between) we are proud guardians for this inspiring brand.
