As a result of the restructuring, RS has divided its organisation into business units covering music, film, showbiz, radio and publishing.

The new logo will represent RS's management strategy, which focuses on flexibility and the ability to adjust itself to different situations.

"We have interpreted our new business model's identity. Water can be contained in different forms of containers. It is quite similar to RS's business strength, which is able to adjust itself to different situations," CEO Surachai Chetchotisak said yesterday.

"Water is the source of everything. It reflects our business model in spreading RS into different business units," he said.

Surachai said the key word "inspired", which appears with the logo, also reflected the company's business philosophy.

'"Inspired' is born of many things. We have inspired ourselves to achieve our ambitions," he said.

Surachai added that the reshuffling of the company over the past couple years had been along the lines of the "Blue Ocean" strategy authored by W Chan Kim and Renee Mauborgne.

The strategy is to develop new uncontested market space that makes competition irrelevant.

Despite the bomb blasts which hit Bangkok on December 31, RS is quite confident of achieving growth of between 15 and 20 per cent in 2007 revenues, encouraged by the positive economic environment including a decline in oil prices and interest rates, which will encourage the spending power of consumers. "The bombing incident has impacted the investment and business atmosphere as well as the confidence of people in Thailand. However, I think that the impact will be short term if the government can settle the problem," said Surachai.

He said that for RS, at least two big events organised by the company - Fire Works and Adventure Race, scheduled for January - had had to be postponed.

"What we would like to see is a new general election, which should take place by the end of the year," said the CEO.

Kwanchai Rungfapaisarn

The Nation