Safeguarding the Singapore brand

Over the last four decades, the government of Singapore and its people have built a city that is known around the world as being very clean, safe and a wholesome place to live and raise a family. Our reputation for law and order and strict enforcement by a government that does not compromise is legendary.

This reputation is priceless and is what draws leading companies from around the world to set up critical operations here. These companies are assured of integrity, service and excellence in every facet of life and work - just as the government tagline promises.

Abbott Laboratories, a $30billion US pharmaceutical and nutrition products giant opened its largest nutrition product manufacturing facility in Singapore last year to meet regional demand. This represents Abbott's single largest investment in Asia and its growing commitment to the region. That Abbott chose Singapore as its manufacturing base is testimony to a conducive environment we are able to promise them.

It is this same environment that is seeing leading European banks making a beeline to Singapore to set up the Asia operations for their private banking business. Today, in addition to being a private banking hub, we are hubs for IT, Education, Arts, Research and Medicine.

The occasional hiccups (NKF saga; the escape of Mas Selamat; the vandalism of a MRT train; the flooding of Orchard Road; etc) notwithstanding, the Singapore brand has enough reserves of goodwill to suffer any serious dent in its image. Not surprisingly, survey after survey shows Singapore as one of the most preferred cities not only in Asia but the world for living and doing business in.

But that is hardly a reason to relax. Singapore cannot let anything tarnish her positive image built carefully over the years. Here then is the challenge for our government: to safeguard the invaluable Singapore brand name at all costs even as the country evolves.

Just as cities around the world are reinventing themselves, there is pressure on Singapore too to constantly evolve in order to stay relevant and interesting. But staying ahead of the curve should not and must not come at the cost of the brand image.

As a city we can be exciting, cosmopolitan and global with the X-factor like London or New York, but our priority is to continue being a city that is safe and well managed. A modern metropolis that thrives on Asian values is not only possible but cause for wonderment too as delegates to the inaugural Youth Olympics Games in Singapore will soon find out.

A lively, vibrant city and one with high safety standards are not mutually exclusive as the successful introduction of the two Integrated Resorts has shown us. Come what way, Singapore should continue to be seen as a centre of excellence, offering world-class levels of safety & security, quality assurance and cleanliness. That is our USP and the cornerstone upon which Singapore was built and will continue to thrive.

The author, Suresh Kumar, is a creative consultant based in Singapore.
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