Infocomm Singapore Co Branding Briefing

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INFOCOMM SINGAPORE

Co-Branding Briefing

29 August 2007, 2pm

© Ogilvy 2006

Agenda

1. Background

2. Development of the Industry Brand

3. The Infocomm Singapore Brand

4. Brand Resources

5. Recap of Past Activities

6. What’s Next?

7. Approval Process

8. Guidelines of use

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Rationale:The need for a S’pore ICT industry brand

• Objective

Harness infocomm capabilities of Singapore’s enterprises under unified brand and position them for success

• Current Gap

Singapore ICT companies face lack of overseas recognition due to:

• Disparate, infrequent efforts to promote company/product in foreign markets

• Smaller in size with limited resources vs competition

• Inadequate market experience & knowledge

• Lack of physical presence to establish strong customer relations

Lack of external awareness and understanding of Singapore’s competitive advantage hinders local ICT companies from competing effectively in overseas markets.

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Perception Audit on Singapore ICT industry: May – July 2005

• Objective

Understand external perception of Singapore ICT industry’s USP, core competencies, strengths and weaknesses

• Target Audience

100 face to face interviews with Buyers (corporate IT decision makers), ICT vendors and ICT industry experts (IT analysts, journalists and editors)

• Scope

Study conducted between May and July 2005 in Singapore, Malaysia (KL), Thailand (Bangkok) and China (Shanghai, Beijing, Ningbo)

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Findings of Perception Audit:Top 3 countries in Asia

Source: “Brand Strategy Blueprint Report for Singapore ICT Industry” Temporal Brand Consulting

Singapore

China

India

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Findings of Perception Audit:Top 3 countries in the World


USA

JapanIndia

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Findings of Perception Audit:Comparative Strengths of Countries


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Findings of Perception Audit:Comparative Strengths of Countries


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Summary of Findings of Perception Audit

• Top 3 countries in Asia

1st India, 2nd Singapore, 3rd China

• Top country in the world

1st USA, no close contenders

• Key Industry Success Factors for USA

Built its position via strong brand and reputation, and to lesser extent factors like technology and infrastructure, governmental support

• Key Industry Success Factors for Singapore

Compared to USA, Singapore is perceived to be lacking on reputation and strong brand

• Need for strong Singapore ICT brand to address gap

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Development of the Industry Brand:The BMC as the Industry Brand Champion

• Formed in July 2006

Comprises of representatives from industry and government agencies

• Roles– Set strategic brand directions for Singapore infocomm industry e.g. policy,

planning and culture

– Provide guidance on development of strategies to communicate the brand externally

– Ensure integration and coordination of brand related programmes across organisations, to bring about brand proliferation and consistency

– Review and ensure brand health via monitoring and tracking of brand performance

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Development of the Industry Brand: Strong industry representation in the BMC

• Chairperson: Ms Tham Ai Chyn, ACE (Industry & Cluster Devt) IDA

• Co-Chairperson: Mr. Stephen Lim, CEO SQL View Pte Ltd

• Members:– Mr. Pek Yew Chye, Chairman SiTF

– Dr. Chong Yoke Sin, CEO NCS Pte Ltd

– Mr. Eddie Chau, President and CEO e-Cop Pte Ltd

– Mr. Wong Soon Nam, VP (Corp. Business Marketing) SingTel

– Mr. Tan Tong Hai, President and CEO, Singapore Computer Systems Ltd

– Mr. Leslie Loh, CEO, Sungard System Access Ltd

– Mr. P Ramakrishna, Director (Industry Devt), IDA

– Mr. Andrew Khaw, Acting Director (Electronics & Precision Engineering), IE Singapore

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Development of the Industry Brand: 2

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The Infocomm Singapore Brand: Our Brand Vision

The world’s most trusted, intelligent and results-oriented solutions partner with

the power to transform how people live, work and play.

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The Infocomm Singapore Brand: Our Brand Values

• Innovative & progressive

Pioneers of intelligent ICT solutions that harness the most future-focused technology

• Trusted

An impressive track record - customers can rely on us to follow through and do the same for their businesses and governments

• Results-oriented

Committed to helping customers translate their vision into a reality

• Collaborative

Build enduring partnerships founded on respect and mutual understanding

• Dynamic

An active, ever-evolving industry that is continually learning and changing

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The Infocomm Singapore Brand:Our Brand Logo3

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The Infocomm Singapore Brand:What the tagline represents

• “Innovations in Action” captures the dynamic essence of the brand and symbolises the progressive, results-oriented nature of the infocomm industry

• It highlights the numerous successful innovations that have been tried, tested, proven and are now at work

• Innovations with an “s” represents the diversity of the infocomm sector

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The Infocomm Singapore Brand:What the 5 ‘i’s stand for

innovative and seamless solutions

infocomm expertise with international standards and scale

integrated solutions that add

value to businesses and

governments

inspiring clients and other governments with our proven track record and outstanding results

being imaginative so as to turn the

impossible and turning visions into

realities

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The Infocomm Singapore Brand:Our Brand Colours

• Colours were selected for distinctiveness and for brand to stand out in marketplace

• Eye-catching colours reflect ever-changing innovations as well as dynamic nature of infocomm industry in Singapore

• Charcoal grey used in combination with the 3 colours to provide balanced, sophisticated, professional and modern feel

Bold Magenta

Energetic Green

Electric Blue

Charcoal Grey

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Infocomm Singapore Brand Resouces:Overview

• Brand Video• Brand Logo• Infocomm Singapore exhibition look-and-feel• Marketing Collateral + Case Studies• Brand Application Guideline booklet• Singapore Infocomm Industry Portal

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Infocomm Singapore Brand Resources:Brand Video4

• Projects/Companies profiled:– Citizen Data Vault (Government of Uttaranchal, India) by Crimsonlogic– Intelligent Building Systems (World Trade Centre, Bahrain) by NCS– eSchoolBag (ictQatar, Qatar) by iCell, Heulab, Amdon Consulting– Asset Management & Vehicle Tracking (SITA, Adelaide, Australia) by GT&T– People Scheduler (McDonalds, South Korea) by Knowledge Touch– Core Banking Solutions (Erste Bank, Hungary) by Sungard SystemAccess– Healthcare IMS (Gleaneagles, Shanghai, China) by SCS

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Standardised Exhibition look-and-feel:4

• Objectives– Unified look-and-feel at international

tradeshows to create brand recognition

– Visual elements reinforced brand ads campaign

• First application: CommunicAsia 2007– Together with SiTF and IE Singapore, IDA put up a 500 sqm Infocomm

Singapore Pavilion at CommunicAsia as part of imbX

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Infocomm Singapore Brand Resouces:Marketing collateral + case studies

• Booklet– Gives overview of Singapore ICT industry– Can be handed out at exhibitions/trade shows/events

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• Inserts– Case studies currently being developed– Selection of success stories to allow for

customization depending on target audience

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Infocomm Singapore Brand Resouces:Singapore Infocomm Industry Portal4

• Objectives– Online Marketing Tool: To

promote and brand Singapore infocomm companies globally

– Virtual Storefront: For Singapore infocomm companies to promote and market their company, products and services

– Single place for Business Matching: For infocomm buyers to source for available infocomm products and services provided by Singapore infocomm companies

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Infocomm Singapore Brand Resouces:Singapore Infocomm Industry Portal4

• Objectives– Business Directory

– Visual Maps

– Success Stories

– Business Opportunities

– Search Functionality

– News / Events Community Tools

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Recap of Past Activities: Soft launch of industry brand5• Brand launched on 18 January 2007 at SiTF

Business Outlook Forum by 2Min, Dr Vivian Balakrishnan

• Good media coverage in all key dailies• Distributed marketing toolkit (thumbdrive) to

participants• Brand guru, Martin Roll from

VentureRepublic, spoke about the importance of branding at the Forum

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Recap of Past Activities: Branding Workshops

• Series of 4 workshops conducted 5 Jun – 3 Jul 07• Martin Roll as workshop instructor• ~25 pax per session at subsidised cost• Workshop focused on brand strategy, impact and ways to

leverage on Infocomm Singapore, and how branding can be strategic enabler to grow iLEs’ businesses– 5 Jun: Introduction to branding: 10 steps to build a brand

– 13 Jun: Brand audit, brand equity and brand valuation (Where are we?)

– 26 Jun: Brand identity, strategy and positioning (Where are we heading?)

– 3 Jun: Brand implementation and management (How do we get there?)

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Visuals:Print Ads4

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• Print Advertisements – The Economist

• Tech Quarterly

– CommunicAsia 2007 Show Daily

– CIO• June issue

– Public Service Technology & Management • Jul-Aug issue• Sept-Oct issue

• Broadcast– CNBC TV commercial

Recap of Past Activities:Advertising5

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Recap of Past Activities: CommunicAsia 20075

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What’s Next?

• 2nd run of brand workshops, Q4 2007

• Refine workshops through dual-track programme:

– CxO-level executives:

• Tailored for thought leadership

• Instil importance of branding and how it can be a strategic enabler for business

• ½ day session to cater to busy schedules

– ICT enterprises’ practitioners:

• Cater towards imparting practical skills and knowledge

• More hands-on, provide workshop delegates with toolkits and frameworks

• Longer, more involved format to allow for in-depth learning

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What’s Next?

• Seminar on branding & marketing

– Joint organised by IDA and IE Singapore

• Success stories

– To be featured on SIIP

– New branding video

• Exhibitions

– 2008 Mobile World Congress at Barcelona

– RSA Conference 2008 at San Francisco

• Overseas Trips

– Vietnam

– Indonesia

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Approval process

• 5-member approval committee:

Ho Se Mun - Executive Director, SiTFPek Yew Chai - Chairman, SiTFEddie Chau - Councilor, SiTFSerene Ho - Assistant Director, International Operations, IDAOliver Kwek - Senior Manager, Info Communications

Technology Division (ICT),IES

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Terms of reference & approval criteria

• Have at least 30% local equity or shareholding• Singapore-registered• Is an Infocomm Technology organization• Referral (Optional)• All completed application forms to be accompanied by official

company stamp• Possess the following brand values:

Innovative & progressive Trusted Results-oriented Collaborative Dynamic

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Guidelines of use

• The mock up or a sample layout of the collateral and publicity materials, where the INFOCOMM SINGAPORE logo is featured, is to be sent to SiTF for confirmation before production. The company should state where/which media the logo will be used on. And this should be not be construed as a blanket approval for future use and is only for a specific period of time.

• The INFOCOMM SINGAPORE logo should only be used to indicate our support for the event and not be used for the endorsement of any products/services.

• Should the INFOCOMM SINGAPORE logo be used in any way deemed unprofessional to us, we retain the right to withdraw our support and logo from all collaterals, as well as request that the publicity materials be removed from circulation.

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INFOCOMM SINGAPORE logo (Recommended Use)8

>> Refer to handouts on colour code - Guidelines sheet of logo use

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Medium of use

COLLATERALS□ Brochures□ Press Releases□ Marketing Letters□ Catalog / Newsletter□ Annual Reports□ Presentation slides □ Table-top ads□ Business cards□ Banners

ADVERTISING□ Billboards□ Television Commercials (TVC)□ Trade-fair booths

ONLINE□ Corporate Websites / Micro sites □ Electronic Digital Mailers /E-Flyers / E- Newsletters□ Email signatures

OTHERS□ Labels on CDs

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Infocomm Singapore website

For more, please log on to : http://www.sitf.org.sg/infocommsingapore

For queries, email [email protected]

Thank You!!