Singapore has a new catch phrase 'Your Singapore'. Is it just me or does that sound a bit lame? I must say I liked the old one, Uniquely Singapore, better. Singapore is unique and uniqueness is impossible to imitate. Your Singapore sounds as it is meant more for Singaporeans themselves than visitors. The locals know what Singapore is. For a visitor Your Singapore remains quite empty.
There is a similar brand work going on in Finland. The new brand identity for Finland should be ready by the end of 2010.
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