While I can understand why a brand in crisis would want to distance itself from these terrible events, I think it’s a mistake. Here’s why:
The damage is already done: These tragedies have dominated the news for many months, and the misfortunes of Malaysia Airlines are seared into the mind of the world’s population.
Superficial rebranding looks like hiding: When a brand has been through a disaster, a superficial change in identity makes it look like you’re trying to hide something. Instead of helping, it can backfire, provoking condemnation that further sinks the brand’s reputation, revenue and market value.
What really matters is demonstrating integrity: Instead of hiding, brands going through disasters need to demonstrate a real and total commitment to making meaningful change. For Malaysia Airlines this means rethinking every aspect of the airline and implementing major changes in critical areas (safety, management, training, operations, policies, service and transparency). In this way the brand could signal its commitment to ensuring that these tragedies did not happen in vain.
Brands in crisis can turn tragedy to triumph. But doing so requires investment and integrity. Malaysia Airlines could successfully change its identity and name if they introduce these changes as a high-visibility sign of their commitment to completely re-vamp their airline, and to be held to the highest standard. If the airline is truly changed, its identity could be changed. Handled correctly, that’s an opportunity.