A creative conversation between Des and Tina, Brandopia's
mythical brand developers
DES:Brand Singaporehas recently moved its positioning from 'Uniquely Singapore' to 'Your Singapore'. TINA: Sadly, in destination branding terms, adjectives such as 'Uniquely' and pronouns such as 'Your' have little or no brand value, they're merely perceived as
either 'bragging' or 'sucking up'.
DES:The recent video 'ADjectiveLand'has clearly demonstrated the folly of using superlatives to position a destination brand. TINA:The irony is that in real terms, Singapore is truly a world-class city-state and doesn't need to stoop to using meaningless slogans.
Absolutely. Witness its above-average performance in infant mortality, life expectancy, literary rates, home ownership, economic growth, political stability and ethnic harmony. TINA: It's time for Singapore to reflect its true world-class status and find a big brand idea to lead Asia and the rest of the world to a bright new future.
DES:OK Tina, let's talk about where we should start
looking for this deserving city-state's big brand idea - but with a
area of promise is the cultural contradiction that as the world's only city-state with no countryside, Singapore is one of the greenest places in the world.
DES:With more biodiversity than the entire continental USA, the 'World's Garden' is a big brand idea with a green future.Validated by 2004 Nobel Prize winner Prof. Maathai who said: "When we plant trees, we plant the seeds of hope and peace." TINA:Hold that thought for a moment as we move from the peace of the 'Garden' to the cauldron of the 'Kitchen', a cultural collision of mega proportions worth investigation and that is the West's fear of radical-Islamism from the East.
DES: Singapore provides living proof that different religions and cultures can co-exist. Witness churches close to mosques and Hindu temples next to Chinese temples. TINA: As Asia's most multi-cultural city, Singapore has the credentials to bring East and West closer together through a multiple-culture of hope.
the Marketect says:
place pioneers enter the murky waters of cultural conflicts and clashes
- because that's where the nuggets of big brand ideas are usually
Note: This post was
inspired by Professor Kishore Mahbubani, Dean at the National University