Brand Singapore moves into a new era

BRAND Singapore has moved into a new era, with two recent major developments - the launch of the best country brand concept ever, and having a head scarf-wearing Muslim woman as president.

The new brand concept launched in August by the Singapore Tourism Board (STB) and Economic Development Board has many facets beyond its tagline "Passion made possible". I believe that it is the most engaging and inclusive way of presenting the country so far.

Initially, social and mainstream media reactions - mainly to the slogan alone - suggested that some Singaporeans did not "get it" at first. But what matters more, for now, is how "Passion made possible" has resonated much better with outsiders. For example, a set of online video interviews shows that foreigners even find the new brand concept "perfectly apt", and can see how it references the opportunities for personal advancement that are available and realisable here.