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‘Uniquely Singapore’, ‘4 Million Smiles’ are some recent government initiatives launched to market the Singapore to non-residents. But how do Singaporeans perceive of the Singapore brand? What is ‘Uniquely’ Singapore to Singaporeans? What is the untold image that casts an aura over all its landscape, residents, products and services? Do we 'deliver' what we promise?
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The Singapore identity unravels.
Most Singaporeans still see Singapore as a local, rather than a global brand. Singapore Inc. is viewed as innovative and trend setting, in a bid to place its mark on the global map. Homegrown brand Creative reflects this view as it had created waves in the audio market and even managed to win a lawsuit against Apple.
With plans to go wireless islandwide next year, Singapore is poised to be a nation powered by IT and connectivity. Just as one associates France with wine, Singaporeans associate Singapore with information.
Despite its corporate pursuits, the heart of Singapore is firmly rooted. The Singapore brand is also viewed as 'Family-Oriented', reflecting the deep treasured values - this is 'Home, surely'. Its ‘Responsible’ and ‘Reliable’ ranking reflects the trust level of Singaporeans. Championing meritocracy and democracy, across age and sex, Singapore has surely given equal opportunity to her citizens to excel.
Inherently, Singaporeans do not see themselves as 'Sexy', 'Glamourous', 'Bold', 'Entertaining' or 'Controversial'. With "Crazy Horse" and the impending introduction of the IR, will Singapore be able to pull it off? Will the brand projection succeed without the inherent qualities?
As Singapore move ahead past the 40 year benchmark and as she seeks to re-define herself, should she work with what she has already or try to project something she is not? How can she find her identity when other cities like Dubai are developing theirs? What is the Singapore brand? How will the brand evolve?
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Insights DNA also provides a wealth of information such
as the appeal of the
various brands, the effectiveness of various
media including brochures etc. This
base of information will make media planning
much more aligned to marketing needs.
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