Tag Archives: singapore interbrand rebranding waste

$400,000 to stay the same

Stefan Liute points to the absurd story of Singapore authorities paying Interbrand $400 000 to rebrand Marina Bay… only to decide to leave the name unchanged. The really funny part of the coverage is this:

Finding the right name for the city-state’s revised downtown which will include the much-debated resort casino a new business district and swanky retail outlets, was a process akin to parents deciding on a name for their child, [said, I assume] National Development Minister Mah Bow Tan.

Well, most couples I know don’t manage to spend $400,000 trying to think of a name for their child.

Interbrand, incidentally, position themselves as the authority on valuing brands. The words “lunatic”, “in charge of” and “the asylum” come to mind.

Hugh, if you’re reading, surely a cartoon comes to mind…