It's no secret that Singaporeans are brand crazy. But the government is also big on branding. The Singapore Tourism Board just unveiled their new mascot for the 2010 World Expo in Shanghai. It is a Teletubby-looking creature with a durian spiked head and a red outfit depicting a merlion. I always thought a mascot should be naturally self explanatory rather than contrived, but perhaps they should be congratulated for their restraint in not having the legend "Singapore Mascot" emblazoned on the figure.
I'm not sure why Singapore needs a mascot for their country pavilion at the Expo. I can see where the host would have one, but imagine a separate mascot for every exhibiting country running around the grounds!
According to the Straits Times, the Singapore Pavilion also has a logo of its own! I would think a sign reading "Singapore Pavilion" with the Singapore flag would be good enough to identify it.
The Land Transport Authority recently began using a set of five musical notes in conjunction with its traffic updates on the radio. Why do they need those annoying tones? To distinguish them from other transport agencies or traffic update providers? Just keeping the traffic flowing smoothly is enough, as far as I'm concerned.
Usually I try to mute the radio before the traffic report's sponsor, King Koil mattresses, plays it's own tone. Doi-oi-oi-oi-oi-oi-oing! This is the most annoying sound I have ever heard, and I respond to it like a dog responds to a vacuum cleaner. I will have to start listening to CDs in the car instead of the radio. Even if it means driving right into a traffic jam.
And to think I pay a car radio tax of about $27 a year for this!
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