Prasarana

THE DIGITAL TRANSFORMATION OF ONE OF MALAYSIA’S MOST FAMOUS YET FORGOTTEN BRANDS
The Challenge

Prasarana is a 100% Malaysian government-owned company responsible for restructuring Kuala Lumpur’s public transport system.

The challenge was to get 10,000 employees from multiple companies all with different cultures & values as well as multiple management legacy issues to think ‘as one brand’ is an enormous challenge. In 2017, Fusionbrand accepted the challenge and was tasked with reviewing & recommending improvements to the Brand values & how to inculcate them across the eco system.

The Solution

Through group discussions, one on one interviews & workshops, Fusionbrand was able to identify values awareness, knowledge & understanding & make recommendations for improved implementation.

Fusionbrand made recommendations for improvement to existing brand values that were accepted by the board & mapped out how to communicate these across the organisation to fast track adoption by staff.

Fusionbrand also trained C level executives & Head’s of Departments responsible for ensuring the brand values were adopted by personnel in all divisions in a consistent & effective manner.

The Results
Prasarana is currently in a transitionary phase and as a result the internal branding is on hold. Once internal issues are addressed, this project will proceed.