{
  "id": 19602658,
  "title": "Commentary: Why Singapore Airlines should welcome the backlash over new business class seats",
  "url": "https://urgent.news/2026/11/12/commentary-why-singapore-airlines-should-welcome-the-backlash-over-19602658",
  "topic": "business",
  "section": "Business",
  "published": "2026-11-12T04:19:43.000Z",
  "source": {
    "name": "CNA - Business",
    "slug": "cna-business",
    "url": "https://www.channelnewsasia.com/commentary/singapore-airlines-business-class-colour-yellow-grey-sia-6544871"
  },
  "original_language": "en",
  "account": "Customer backlash against Singapore Airlines' new Business Class seats highlights the importance of brand identity. The grey-and-yellow colour scheme has drawn criticism, with some even comparing them to dental chairs. This reaction is surprising for an airline that has invested in cabin upgrades, as it appears to disconnect from the airline's heritage of comfort, elegance, and Asian hospitality. The situation is reminiscent of New Coke, where Coca-Cola's research focused on taste preferences but failed to capture the emotional attachment customers had to the brand. SIA should not underestimate the emotional connection customers have to the airline and instead embrace the backlash as a demonstration of loyalty. Engaging with loyal business class customers to understand their feelings about the new design could help SIA regain its sense of identity. Collaborating with local designers could also be a way for the airline to reconnect with its heritage and create a cabin that truly represents Singapore Airlines.",
  "summary": "People do not get angry at brands they do not care about, says marketing professor Julien Cayla from Nanyang Business School.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}