Decentralized branding. We know it sounds like marketing buzzwords, but it’s the truth and the future. Think about it: the most successful NFT projects aren't built by top-down corporate mandates. They’re organic, driven by community, shared values, and a unique aesthetic. Look at the Bored Ape Yacht Club. It wasn't the utility (at first) that drove its value; it was the vibe, the feeling of belonging to something exclusive and cool. That's decentralized branding in action. It’s about passing the controls back to the community, allowing them to curate the brand story.

So, what in the world does any of that have to do with Saudia, the Kingdom of Saudi Arabia’s flag carrier. On the surface, not much. But scratch the surface a bit more and you’ll find an interesting, if inadvertent, parallel. In many ways, Saudia is going back to a livery very similar to its pre-2000s design. Green, bold, and unapologetically Saudi. Why? Is it just nostalgia? Or, is there something more calculated and strategic behind the scenes?

Nostalgia As The New Digital Asset?

Saudia's move isn't just about aesthetics. It's about identity. By resurrecting its classic livery, Saudia is tapping into a powerful emotion: nostalgia. It's a visual reminder of a shared past, a simpler time, and a more authentic connection to the Kingdom's heritage. This is so very urgent, especially in the context of the emergence of Riyadh Air, that direct competitor created under the same government. In an age when airline experiences across the globe are homogenizing at warp speed, Saudia is taking the gamble that its heritage will set them apart.

Think of it like this: each plane becomes a flying digital collectible, a tangible representation of a shared history. For them, it’s an opportunity to connect with passengers on a deeper, more emotional level. It's not just about flying from point A to point B; it's about flying with Saudia, the airline that embodies the spirit of Saudi Arabia. It's about signaling values.

Can Blockchain Enhance Airline Loyalty?

Now, here's where it gets interesting. What if Saudia went above and beyond on this? What if they tokenized this nostalgia? Consider a loyalty program developed on blockchain, where RFIDs awarded to frequent flyers are replaced by digital badges reflecting milestones occurring through Saudia’s history. Every flight, every destination, every year as a member would be able to open a different NFT, a chapter of Saudia’s history being told.

This isn't just pie-in-the-sky thinking. The opportunities blockchain provides are without precedent in their scope, at least, and this gives airlines staggering opportunities to deepen customer engagement and create loyalty. Think about it:

  • Transparent and Secure Loyalty Points: No more worrying about points expiring or being devalued. Blockchain ensures transparency and security.
  • Digital Collectibles: NFTs can represent exclusive experiences, upgrades, or even access to special events.
  • Community Building: A dedicated blockchain-based platform could foster a community of Saudia enthusiasts, where they can trade NFTs, share their travel experiences, and provide feedback to the airline.
  • Micro-transactions: Reward customers with tiny fraction of crypto for their brand attention and loyalty.

Sure, there are risks. Like any relatively new, groundbreaking technology, blockchain can be confusing and daunting to prospective customers. On top of that, there’s the danger of excluding everyone who isn’t overly familiar with technology or crypto. The potential rewards are enormous. There’s a tremendous opportunity for Saudia to be a trailblazer in decentralized branding. By leaning into its common past, it can inspire a passionate fandom.

Remixing The Skies For A New Generation

As a former DJ, Rajiv, Saudia’s Chief Digital & Technology Officer, is probably best suited to comprehend this transition. His work is like a second-generation version of Saudia’s brand identity, marrying its heritage with the new-school in beautiful and fresh ways.

Imagine the new livery like the palate, the theme that serves as the basis for the symphony we all know. Blockchain is the reverb pedal, introducing new levels of opacity and dynamism. It’s the loyalty program that’s the pulse, keeping the community engaged and active, and rewarding involvement.

It’s a big gamble, but if successful, it could raise their economy to new heights. Saudia isn’t merely rolling out a new livery on its planes, it’s rolling out a new brand. It gambles on nostalgia’s magic to cement a fierce loyalty among its patrons. By harnessing the innovative potential of blockchain, it hopes to ensure its place as Saudi Arabia’s flag carrier for decades to come. The shift represents a significant step toward Kingdom’s Vision 2030. Will it work? Only time will tell. One thing is clear: Saudia is playing the long game, and it's playing to win. The competitive threat is palpable, but so too is the opportunity. This is the biggest high-stakes gamble in recent times—on the cusp of revolutionizing the entire airline industry.