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Other Added - Renowned Elite Brand (Singapore Airline)-A Branding Case Study
In every business organization, accouting business outsource process plays an important role. Accounting is one such department which every company has to maintain. This area keeps changing year after year and so every company has to keep up with the changes in it. For this, you have to manage your book records till you finish up paying taxes for a financial year and again keep it safely for future reference. Every company dreams to prosper well in its business and for this they have to struggle hard to survive longer by bringing perfection in their every work. Today, there is intense competition in the business world and every company is looking for the unique strategies that can make them successful. For this, they make cost cut plans and invest the saved money in the growth plans of the company.It is evident that accounting is a critical module of every business and so it needs
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 stereotyping 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 stereotyp
The Yellow Pages are an advertising medium that shares many of the strengths of other advertising media while, at the same time, avoids some of its competition's limitations or disadvantages. As such, the Yellow Pages are best used to complement or extend the effects of advertising placed in other media. Like other media, the Yellow Pages permit an advertiser to select a well-defined geographic area, ranging from a neighborhood to an entire metropolitan area. Once the geography is defined, a Yellow Pages ad has permanence; Yellow Pages are kept as a regular reference. In addition, Yellow Pages support your other advertising by providing a convenient way for consumers to contact sources and obtain information on the products or services they desire at the precise time they are ready to "take action." Studies on this form of "directive" advertising hav
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 even 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 recognizable 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 mind 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 from 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 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 has 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) 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 stereotyping 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 stereotypi
Streets signs' refers to signs put up on street sides for indicating street names, road signs, traffic signs, parking prohibitions, directions, maps, and other information. Street signs are put up on elevated spots so that they are clearly visible. Individuals also require street signs to put up personal advertisements or name and address of their house for easy location by the mail delivery personnel. However, putting up personal signs requires permission from the government authority prior to its installation.They are available in various materials such as metal, wood, aluminum and other such materials. Traditionally, materials such as wood was used to make sign boards for street signs. These days, street signs are made out of metals. There are engineer-grade reflective street signs and signboards made of .08-inch thick aluminum, which are fairly popular. These signs usually do
Several months back, in an article about branding Singapore, several foreigners from various countries (including USA, China, India, etc) were asked what came to mind 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 from 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 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 has 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) 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 stereotyping 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 stereotyp
Using a variety of female celebrities, infomercial producers have once again created a huge market where none existed. That’s not to say that make up products didn’t exist. They did. And they were a multibillion dollar industry long before anybody ever thought of infomercials.Starting in the early twentieth century with the advent of movies and their subsequent side affect – beautiful stars! – make up companies have been designing products to make average looking women look better. Or at least think they look better. Make up has been a staple of upscale department stores and high priced boutiques right from the very beginning of the retail business. Even in the early days, make up products had their own departments. Salesgirls were hired who exhibited a youthful, sparkling appearance. They would grab women by the hand, lead them to the sales counter, apply a bit of this, a dab of
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 from 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 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 has 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) 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 stereotyping 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 stereotyp
Making the transition from college student to full-time member of the workforce can be a difficult time for many graduates. Many graduates will accept responsibilities for their own lives and their own financial support for the very first time. A surprising number of graduates are advised of the challenges of finding a good job in the current job market. Many graduates are advised to simply apply for and accept any job that comes to their attention. Unfortunately, far too many new graduates are guided by this advice and settle for jobs in which they are undervalued and under-challenged.But, you don't have to settle. You can find a challenging job in which you will be valued and in which you can thrive. We offer the following top tips to new grads as they enter the job market.1. Know your skills, abilities and strengths. This applies to both "hard" skills, and to tho
The result? Other airlines has been playing catch up and try to portray that their service is as good. Not many has 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) 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 stereotyping 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 stereotyp
First, I must admit...I am a bit biased about this topic - I love what I do on a daily basis! I love to help organizational teams get to know each other better and improve their effectiveness in working together through team building sessions. I also love to lead workshops and seminars, where I help people learn to set goals that are connected to their deepest values. I love to coach executives in organizations so that they can improve their leadership skills and create the teams they most desire. I also love to coach individuals at all levels of their careers so that they can have the life they desire along with their desired level of fulfillment in their jobs. The thing I love the most is that I get to truly make a difference in organizations and in peoples' lives with the work I do -- for me, it just doesn't get any better than that.So, those are a few examples of what it'
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 stereotyping 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 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 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 good 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 politically 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 critical. 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 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 “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
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