Knowledge@SMU

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

7-2010

Abstract

Brand launches are, more often than not, quiet affairs. Attention-hungry marketers might sometimes resort to controversies, so as to leverage on hype. Even then, it may take a fair amount of provocation and amusement just to get the slightest response from the modern-day multi-tasking, attention-deficit consumer. Contrast this with the launch of Singapore's latest tourism brand, YourSingapore, earlier this year – an event that elicited some fervent objections from the public. The people behind those heated responses were not necessarily experts on tourism or marketing. It was a matter that compelled everyday citizens to weigh in with their thoughts. Why, and should the marketers behind YourSingapore listen?

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Article ID

1305

Subject(s)

Marketing

Included in

Marketing Commons

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