Can Singapore Brand Itself As A Nation?

When Britain’s former Prime Minister Tony Blair started cheerleading about “Cool Britannia”, it was one of the first times the concept of “national branding” was mooted and brought to the public.

Previously discussed only in isolated design circles, the notion of changing a nation’s identity – for financial reasons – struck many people as strange.

But recently, Kishore Mahbubani, the dean and professor at the Lee Kuan Yew Shool of Public Policy at the National University of Singapore, gave a speech about creating a Singapore brand for the international stage. This sparked a debate in the newspapers as to whether a nation – and particularly Singapore – could brand itself.

Here’s what the top professionals in the marketing world had to say.

Stephen Mangham , group chairman, Ogilvy & Mather Singapore:

“A brand exists when people ask for it by name (“I’ll have a Heineken”, rather than “I’ll have a beer”). When people actively prefer to visit, live in or do business in a certain country because they have a clear set of expectations, then that country is strongly branded. This branding – for good or bad – will happen regardless of whether governments choose to manage it. The smart ones consciously do so.

Singapore does have a strong set of associations which has served it well, particularly as a business hub. And the government has deliberately and carefully nurtured its reputation. One reason why Singapore punches above its weight is because the government has spent time selling what Singapore stands for. And Lee Kuan Yew has been a very vocal “brand salesman”.

Singapore is evolving from a country of business to a country where you can both work and play. But the perception of Singapore lags behind this reality, which needs to be strongly promoted. However, there are two watch-outs to bear in mind. Firstly, this new branding exercise needs to be highly focused. It needs to find a core truth about Singapore, which has an emotional connection and which is credible.

Many of today’s really powerful brands are built not only on ideas, but also on ideals – an ideal being a higher purpose that rallies support for the brand from inside and outside the company (or country in this example). If the government seeks to find a broad consensus – a lowest common denominator proposition – which displeases no one and satisfies all constituents, it will fail. The other watch-out is don’t assume that an umbrella marketing campaign is needed. It may not be the right answer. It may be more effective to ensure that all government bodies understand the core message and vision, and that their communication in all forms directly supports this.”

Tim Love, vice chairman, Omnicom Group & CEO Omnicom APIMA:

“Singapore has done a brilliant job of managing and communicating what it wants to stand for, including its unique benefits as a place to live and to raise a family and a destination from which to engage in business in Asia.

A brand can not take its image for granted. Perception is a dynamic process. There are a host of other cities and nations/brands whose messaging and experience will affect the context in which Singapore is perceived. Singapore seems to be doing a good job of monitoring and tracking its perception among business and leisure travellers. I believe a nation, city, person, product or service that has a name known to people already possesses a brand identity.

Brand equity is defined as the perceptions and beliefs that exist in people’s minds about a nation, city, person, product or service. So the question is not whether a nation can brand itself, but rather how it can communicate what it wants its brand to be perceived as. And, I do believe a nation can develop a strategy and implement plans to manage its image and reputation.

In a world made smaller by communication technologies, individuals have a greater access to see beyond their traditional geographic borders and to make comparisons between where they choose to live and what exists elsewhere. Managing a nation’s reputation and image to make sure it accurately portrays the public interest and the experience of engagement with others can have a significant impact on the social and economic development of that nation in a global village of villages.”

Chris Davies, managing director, Asia Grayling:

“As a relative newcomer to Singapore I am still both amazed by what I have found here and a little embarrassed that I didn’t know more before I came.  Singapore’s brand overseas is often summed up by three things: cleanliness, order and half-remembered stories from history, but that’s a travesty. The latest tourism branding is a great step forward. Singapore offers a huge package in a small island, and can offer many things to many people.

A key element in influencing perceptions among its visitors are taxi drivers. Singaporean taxi drivers are a national treasure. In two years here, I have met only one rude one; the others have been at worst efficient and, at best, utterly charming and often amusing company. They are wonderful advocates for this fascinating place.

The other day I was asked by a local what I thought of the place. “It’s wonderful”, I said, but he seemed to assume I was joking. So I agree with Kishore Mahbubani about the need for more confidence. Perhaps one thing that would help is more representation of Singapore in fiction. Look at what Stieg Larsson’s hit novels have done for Stockholm and Sweden or, to give a more parochial example, what BBC TV’s Doctor Who series has done to transform perceptions of the capital city of Wales, Cardiff. Importantly, neither the book or the TV program set out to change perceptions – it was a by-product of the popularity. I believe more art from Singapore, reflecting the pleasures and the quirks of the place, will help build the nation as a brand.”


Article by Deepa Balji, first published here.