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THE BROAD VIEW

The Trump-Kim S$20m question: What's it worth to the Singapore brand campaign?

Plenty - not even Superbowl ads could give Singapore the recall of that historic handshake.

BT_20180616_HANDSHAKE_3472740.jpg
The Trump-Kim summit's official cost of S$20 million is a steal by any measure, considering other high-profile branding exercises such as when Samsung paid Ellen de Generes to do the selfie at the Oscars in March, 2014. It was rumoured they paid her an 8-figure sum, with the first number not being "1".

BT_20180616_HANDSHAKE_3472740.jpg
The Trump-Kim summit's official cost of S$20 million is a steal by any measure, considering other high-profile branding exercises such as when Samsung paid Ellen de Generes (above) to do the selfie at the Oscars in March, 2014. It was rumoured they paid her an 8-figure sum, with the first number not being "1".

OVER the week, various questions have been asked on the raison d'etre of Singapore's involvement in hosting and underwriting the recently completed Trump-Kim Summit in Singapore. Here are some thoughts on the issues, and the question on everyone's minds: Was it worth it?

Q. Is S$20

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