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Mar 18, 2010
'Your S'pore', 'My S'pore', it's everybody's S'pore
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IT SEEMS to me that the motivation behind changing Singapore's tagline from 'Uniquely Singapore' to 'Your Singapore' has been misunderstood, judging from Monday's brace of letters by Mr Clinton Lim ('Don't bark up the wrong tree') and Mr Eugene Tan ('Intense Asian experience').
They rightly point out that Singapore is a melting pot and offers a mix of many things Asian; that is why the 'Uniquely Singapore' positioning was ambitious. But the discussion neglects how communication has evolved in the last few years.
Few brands these days can freely decide their positioning - it always reflects an idea that exists in their customers' minds. And consumers - rather than passively selecting a brand based on its promise - increasingly shape what a brand stands for, engage it in dialogue and pick and choose the aspects that are more relevant to them.
This seems to be the premise for the new 'Your Singapore' positioning: Here is a destination that has many different aspects to offer.
We are not telling you which ones you should choose. You make up your own mind and select those attractions and activities that most appeal to you as an individual.
So 'your' Singapore may be different from 'my' Singapore, but that is fine. We are all different and look for different things from a brand - the new tagline seems to reflect that.
Jorg Dietzel
'Your S'pore', 'My S'pore', it's everybody's S'pore
<!-- by line --><!-- end by line -->
<!-- end left side bar --><!-- story content : start -->
IT SEEMS to me that the motivation behind changing Singapore's tagline from 'Uniquely Singapore' to 'Your Singapore' has been misunderstood, judging from Monday's brace of letters by Mr Clinton Lim ('Don't bark up the wrong tree') and Mr Eugene Tan ('Intense Asian experience').
They rightly point out that Singapore is a melting pot and offers a mix of many things Asian; that is why the 'Uniquely Singapore' positioning was ambitious. But the discussion neglects how communication has evolved in the last few years.
Few brands these days can freely decide their positioning - it always reflects an idea that exists in their customers' minds. And consumers - rather than passively selecting a brand based on its promise - increasingly shape what a brand stands for, engage it in dialogue and pick and choose the aspects that are more relevant to them.
This seems to be the premise for the new 'Your Singapore' positioning: Here is a destination that has many different aspects to offer.
We are not telling you which ones you should choose. You make up your own mind and select those attractions and activities that most appeal to you as an individual.
So 'your' Singapore may be different from 'my' Singapore, but that is fine. We are all different and look for different things from a brand - the new tagline seems to reflect that.
Jorg Dietzel
