I have always focused on the price, not on fancy graphics with butterflies which tell you nothing. Why confuse the market with messages other than the one that matters? We do sometimes talk about our food but I’ve created secondary brands for those kinds of things. For example, the food on AirAsia is branded as Santan and we’re even opening a Santan restaurant in Kuala Lumpur soon. The Wi-Fi on the planes is called roKKi and, again, we promote that as a separate brand. The advantage of this is that the AirAsia brand remains ‘low fares with friendly service’
