The naming news from Singapore arrived today in a report from the Pakistan Daily Times, which was picked-up and blogged by Stefan in Iasi and sent “over the top” (Arctic route ) to us in Northern California. And boy is it tired…..
After spending S$400,000 ($240,964) to come up with a suitable new name for the revamped downtown Marina Bay, Singapore has decided to stick to, well, Marina Bay, media reports said Friday.
The city-state’s urban development authorities and global branding company Interbrand spent months deliberating over 400 potential names before settling on the original moniker, according to the Today newspaper. The $400,000 financed a massive branding exercise that involved market tests, focus group discussions and consultations with developers and the general public, Today said.
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, National Development Minister Mah Bow Tan.
We take a lot of shots at suspect naming and branding results, but must say the above has to be the piece of work out of Interbrand that we most respect.
If you don’t believe us, try this on for size. Or this. Or this. Or this. Or this. Or this. Or this. Actually, that last one has to be a close second.