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Advice You - Renowned Elite Brand (Singapore Airline)-A Branding Case Study
5 CRITICAL REASONS THE SINGAPORE GIRL MUST STAY
About 2 weeks ago Singapore Airlines (SIA) announced that they were opening their account for ad agencies to tender. This is after they had been with Batey Ads for 35 years. And the inevitable question predictably came up: Will the Singapore Girl, the icon of SIA, stay or will she go?
I found e
About 2 weeks ago Singapore Airlines (SIA) announced that they were opening their account for ad agencies to tender. This is after they had been with Batey Ads for 35 years. And the inevitable question predictably came up: Will the Singapore Girl, the icon of SIA, stay or will she go?
I found e
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
ven the slightest idea of dumping the Singapore Girl is… erm… Dumb! Below is my raw, politically incorrect opinion on the issue. If you are easily offended, skip this. Read at your own risk..
1. The Singapore Girl has become synonymous with SIA. It is one of the airline industry’s most prominent figures. In fact, it is also one of the most recogniza
1. The Singapore Girl has become synonymous with SIA. It is one of the airline industry’s most prominent figures. In fact, it is also one of the most recogniza
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
le icon for Singapore. It has even earned a place in the Madame Tussaud’s wax museum in London. When was the last time you heard about an icon for a service industry immortalized there?
Several months back, in an article about branding Singapore, several foreigners from various countries (including USA, China, India, etc) were asked what came to min
Several months back, in an article about branding Singapore, several foreigners from various countries (including USA, China, India, etc) were asked what came to min
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
when they think of Singapore. SIA came up on top, due to the Singapore Girl I believe. The Singapore girl is more than just SIA’s brand, it is Singapore’s brand too.
Now, would you then scrap away such a powerful brand? Would you take away the swoosh icon from Nike? Would you scrap the stallion marque from Ferrari? Would you dump the apple logo fro
Now, would you then scrap away such a powerful brand? Would you take away the swoosh icon from Nike? Would you scrap the stallion marque from Ferrari? Would you dump the apple logo fro
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
Apple?
Of course not! “Retire it gracefully” That’s just plain reckless.
2. The Singapore Girl was born 35 years ago. When other airlines were focusing on displaying the aircraft and safety features, Ian Batey (the genius behind this), went the opposite direction and focused on service. That was just brilliant!
Give the customers what they aspire
2. The Singapore Girl was born 35 years ago. When other airlines were focusing on displaying the aircraft and safety features, Ian Batey (the genius behind this), went the opposite direction and focused on service. That was just brilliant!
Give the customers what they aspire
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
to have (their emotional wants). We make any decisions, including buying decisions, based on emotions. We use our logic to justify our decisions. Aircraft and safety features appeals to logic. Exceptional service appeals to the emotions.
The result? Other airlines has been playing catch up and try to portray that their service is as good. Not many
The result? Other airlines has been playing catch up and try to portray that their service is as good. Not many
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
as succeeded. When it comes to the perception of top notch, luxurious service, SIA is still at the top. In fact it is seen as the benchmark of exceptional service, even in other industries.
In a similar scenario, Creative Tech focused on features and logic when marketing their MP3 players. In contrast, Apple focused on the emotional wants (being hip
In a similar scenario, Creative Tech focused on features and logic when marketing their MP3 players. In contrast, Apple focused on the emotional wants (being hip
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
of their prospects. And we know what happened.
One comment in the papers said that SIA should change to more ‘thought-provoking’ ads, instead of the emotion-based Singapore Girl ads. Question: Would Steve Jobs change their cool & hip advertisement to ‘thought provoking’ ads?
Nahhh….
3. There were several comments that said the Singapore Girl is s
One comment in the papers said that SIA should change to more ‘thought-provoking’ ads, instead of the emotion-based Singapore Girl ads. Question: Would Steve Jobs change their cool & hip advertisement to ‘thought provoking’ ads?
Nahhh….
3. There were several comments that said the Singapore Girl is s
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ereotyping the ’subservient asian woman’. Many of the most famous brands and icons are built from stereotypes. Stereotyping are powerful because people connect with them.
Donald Trump: The stereotypical business mogul who wheels and deals to get to get what he wants. Is there something more to his character? Of course.
James Bond: The stereotypical
Donald Trump: The stereotypical business mogul who wheels and deals to get to get what he wants. Is there something more to his character? Of course.
James Bond: The stereotypical
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
hero who kills the bad guy, saves the day, get the girl(s) and still enjoys his martini. Is there something more to him? Of course.
The Samurai: The stereotypical Japanese warrior, always full of honour and wears layers of clothings… Is there something more to him? Of course.
The point is: Used correctly stereotyping is an excellent tool to create
The Samurai: The stereotypical Japanese warrior, always full of honour and wears layers of clothings… Is there something more to him? Of course.
The point is: Used correctly stereotyping is an excellent tool to create
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
a powerful brand. Too many brands died an early death because they were not stereotyped soon enough. A strong brand stands for certain specific values. Trying to represent everything (like many start up brands) only confuses the market. The market will eventually ignore what they can’t figure out.
But is representing the ’subservient asian woman’ a
But is representing the ’subservient asian woman’ a
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ood stereotype / position to have?
4. As Ian Batey wrote in his book,the Singapore Girl is suppose to be the embodiment of “natural femininity, natural grace and warmth, and a natural, gentle way with people”. Many will agree that that is the appeal of the asian women, in constrast to the strong, hard, independent western women. I know this is not p
4. As Ian Batey wrote in his book,the Singapore Girl is suppose to be the embodiment of “natural femininity, natural grace and warmth, and a natural, gentle way with people”. Many will agree that that is the appeal of the asian women, in constrast to the strong, hard, independent western women. I know this is not p
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
litically correct. But let’s put aside political-correctness ideology for a while…
Would you rather be served by a friendly, polite and always smiling young lady, or a strong, hard, independent woman? The answer is obvious!
Notice that I didn’t pit the asian with the western. It is because it is NOT the race, but rather the attitude that is critica
Would you rather be served by a friendly, polite and always smiling young lady, or a strong, hard, independent woman? The answer is obvious!
Notice that I didn’t pit the asian with the western. It is because it is NOT the race, but rather the attitude that is critica
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
l. The right attitude projects the right impression (exceptional service) to the prospects. The rest; the Pierre Balmain kebaya, the make up, the bun-up hair, the stringent requirements etc are there to support and ensure the brand image is congruent.
Just take a look at those asian spa ads that feature the spa hostess. They will most probably be in
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
the ’subservient asian woman’ role. Why? Because it gives the impression of “natural femininity, natural grace and warmth, and a natural, gentle way with people”.
An interesting note:
One of the biggest best selling drama serial in recent years that has been distributed all around the world including USA (it is a huge hit there) is the Korean drama
An interesting note:
One of the biggest best selling drama serial in recent years that has been distributed all around the world including USA (it is a huge hit there) is the Korean drama
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
“Jewel In The Palace”. What is it about? It is story about a traditional, gentle, graceful lady that is full of warmth.
Princes Diana is such an icon because she was perceived as a gentle, graceful lady that was full of warmth.
Mother Theresa left such a legacy a huge part is because she was perceived as a gentle, graceful woman that was full of wa
Princes Diana is such an icon because she was perceived as a gentle, graceful lady that was full of warmth.
Mother Theresa left such a legacy a huge part is because she was perceived as a gentle, graceful woman that was full of wa
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
mth.
The Singapore Girl is such a huge icon because she is perceived as a gentle, graceful lady that is full of warmth, providing wonderful service. I’d say she is in great company.
5. Another comment suggested for the Singapore Girl to change their attire and wear business suits, like other airlines. This suggestion is even more dangerous than scr
The Singapore Girl is such a huge icon because she is perceived as a gentle, graceful lady that is full of warmth, providing wonderful service. I’d say she is in great company.
5. Another comment suggested for the Singapore Girl to change their attire and wear business suits, like other airlines. This suggestion is even more dangerous than scr
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
apping the Singapore Girl itself!
The kebaya is so tightly linked to the Singapore Girl. If you remove it, it is effectively removing the Singapore Girl. With the help of the Singapore Girl, SIA became a leader in the airline industry with many others trying to follow and emulate it. It is ridiculous for SIA to then turn around and follow their foll
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
wers.
Since BreadTalk became the talk of the town, all the rest of the bakeries are trying to follow (read: copy) their success. Many even renovated their shops so that they are similar to a BreadTalk shop. Would it be wise for BreadTalk to turn around and try to follow them?
In an extremely competitive market, with the terrorist threats, the fluct
Since BreadTalk became the talk of the town, all the rest of the bakeries are trying to follow (read: copy) their success. Many even renovated their shops so that they are similar to a BreadTalk shop. Would it be wise for BreadTalk to turn around and try to follow them?
In an extremely competitive market, with the terrorist threats, the fluct
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ating oil prices, the emergence of budget airlines, SIA has managed to carved out strong niche in the high-end luxury market. It is also one of the few which has constantly remained profitable. There is no doubt that their icon, the Singapore Girl, plays a huge part in that success.
It would be just plain ridiculous to discard of such a powerful ico
It would be just plain ridiculous to discard of such a powerful ico
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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