Can Singapore companies brand? YES!

Can Singaporean companies brand? Yes, they can and here is an example of a successful Singapore brand.

Can Singapore companies brand? We know that 70% of the Singaporeans prefer global brands to local brands. Does that means that we are a nation who does not value local brands? Actually, to start the question running, I will raise a good example of a Singaporean company which has successfully branded themselves to the world. Some of you will disagree with me and tell me that it’s a private corporation owned by the government. I don’t dispute that except that the interests of the shareholders are taken care of. When I was studying in UK and had the opportunity to talk to my friends who studied their masters in international relations (future senators, former UN diplomats and even former MSNBC correspondents), I am surprised when I mentioned that I am from Singapore, they will tell me about their favourite airlines is the Singapore Airlines. I am not sure about its current state (as in how it is governed and whether it is doing well with the rise of petrol prices) as compared to when I hear those comments back in 2001. It is a local household brand known in the world.

Little is known that the Singaporean girl ad led the trend that started the other airlines to adopt similar advertising strategy about their beautiful air stewardess. Ian Batey, author of “Asian Branding” believed that consistency and commitment is the cornerstone of the success advertising and branding of Singapore Airlines. His agency’s long-running Singapore Girl campaign for Singapore airlines, set the benchmarks for advertising in the region and is a model example of steady and successful brand building. He views brand-building to be like building a relationship with a friend.

In his own words in [1],

Remember what the Singapore Girl is. She is the warm, gentle, caring personality in her sarong kebaya forever and ever. What, however, does change is that she consistently offers you better online booking systems, wider seats, wider aisles, more cocktails, better food, more sophisticated in-flight entertainment and so on. It is equally essential that the Singapore Girl retains youthfulness and freshness as the years turn into decades.

It’s a recipe that aims to always keep the Singapore Girl relevant and uniquely appealing to customers.

The idea is that if you maintain your consistency in marketing your product in both good and bad times, you find that the customers who are bonded to your product will stay true to your products. I thought that it’s interesting to note that Singapore’s strength lies in its consistency and commitment towards their investors, and that is translated to building a brand that aligns with what people have known of us in Singapore.

Perhaps, someone should start giving me examples from the other side of the house.

References:
[1] Ian Batey, The Law of Consistency, in Michael Newman’s “The 22 Irrefutable Laws of Advertising”.