Core strengths such as safety, reliability and efficiency no longer sufficient to set Singapore apart in global talent war
Sue-Ann Chia, Straits Times 25 Mar 10;
MENTION Singapore and chances are most people would think of a country that has sound policies, good infrastructure, is safe, reliable and efficient.
But such core strengths are no longer sufficient to set Singapore apart in the global war to woo talent and investments, Acting Minister for Information, Communications and the Arts Lui Tuck Yew noted yesterday.
He revealed that Singapore intends to embark on a new national effort to brand the country differently, with a message that goes beyond those which just appeal to the intellect and the mind.
'We need also to have a message that reaches out, that touches the heart, moves the spirit and stirs emotions...,' he said at a public communications conference organised by the Civil Service College.
'These are the qualities we need to work on. We need to better strengthen and position ourselves going forward. It is not to dilute the brand we built up over the years, for which people know us well. But it is evolving the brand so that it offers far more than what people know of us in the 80s and in the 90s.'
Agencies have already branded Singapore in various ways, with taglines such as 'Uniquely Singapore', and 'Your Singapore, City in the Garden, World of Opportunities'.
Rear-Admiral (NS) Lui said such individual campaigns have been successful to some degree, but 'none has shown how broad the richness of what Singapore has to offer as a whole'.
One country he cited which has a good brand image is New Zealand. It has, over the past 10 years, used the slogan '100 per cent pure New Zealand'.
And it has stayed true to this message, he noted. It decided, for instance, not to adopt genetically modified food after much debate as it believes this would go against the promise of being pure.
Similarly, Singapore had to ensure its brand is something the country can live up to.
To provide people with a brand to remember and which is consistent and true requires the Government to have a common brand platform - a task lying with the national marketing team at his ministry.
Ms Carol Tan, who heads the team, offered a peek of some plans in a presentation at the conference.
Singapore aims to brand itself beyond its existing attributes of efficiency and reliability to showcase new traits such as creativity, confidence, and 'a dare to dream attitude', she said.
This is because surveys showed that locals and foreigners believe that Singapore has no 'X-factor', is one-dimensional with a focus on the economy, does not contribute to global issues, and is not well-known to an international audience.
To counter negative perceptions, she cited ideas being mulled over: Creating narratives on the lifestyle, culture and entertainment here; cultivating the foreign media; using Singaporeans as ambassadors to market the country; having a panel advise on how to brand Singapore better; identifying an X-factor; and raising Singapore's voice on global issues.
Ms Tan declined to reveal more details on the plans when asked by reporters, but said there would not be a 'ra-ra marketing campaign' for the branding effort.
Others at the conference noted that Singapore's brand had been taking shape from as early as 2004 through various platforms. It has included cultural diplomacy events such as the Singapore Season in London and China, and even a video titled 'Singapore, where the world meets' which aired at last November's Asia-Pacific Economic Cooperation summit here.
Such efforts, plus the upcoming plans, will help give Singapore a more recognisable brand that will also have economic value, noted Ms Tan.
It has already worked on the business front. Brand Singapore - whose icons will include Minister Mentor Lee Kuan Yew and Singapore Airlines - has enabled local companies to clinch major deals abroad, noted Surbana International Consultants' senior vice-president Louis Tay.
Another speaker, Tourism Queensland's chief executive officer Anthony Hayes, said Singapore already had strong 'X-factors' such as its cleanliness and efficiency.
His wife and mother love Singapore for these reasons, he said, adding: 'Your brand is already so strong. You should be proud of it.'
