If it ain't broken, don't fix it (and they got the memo!)

We should know within the next couple of months who Singapore Airlines will select as its new creative agency (DDB, Publicis, or TBWA). The airline dropped Batey Ads after more than 35 years, which shocked many, and spurred a whole discussion on whether the Singapore Girl, the timeless centerpiece of Singapore Airlines for the last generation or so, was going to be "updated" or ditched.

It appears that the global outpouring of support for the Singapore Girl worked, and management listened, as in the press statement today were some reassuring words:

"The strong support from our customers globally for the iconic Singapore Girl, as a
representation of the high service standards we aim to deliver, is very much
appreciated.

Singapore Airlines takes this opportunity to reassure our customers and supporters
the world over that the Singapore Girl icon will remain, and there will be no
change to the hallmark sarong kebaya uniform."

Singapore Airlines acknowledges that their may be some advertising differences, but (as evident of the above statement) the Singapore Girl is not going to be getting a makeover.

Globally, there is a very short list of brands that have as much prestige and equity as Singapore Airlines. It is absolutely remarkable that the brand and brand image of the glowing stewardesses in their Sarong Kebaya's have lasted since 1972. She's even earned herself a spot in Madame Tussaud's! It would have been absolutely foolish, almost negligent, if SIA management made changes to the Singapore Girl.

When people think SIA, they think the Singapore Girl, and to touch that image would be like violating something holy. Why on earth would you want to fool around with your brand image, especially when it is such a moneymaker and one of the best known brands in the world? There is no other airline on earth known simply for its stewardesses, or that simply plays on the same level of brand equity that Singapore Airlines does. I am guessing maybe 95% of Singapore Airlines brand equity is in the Singapore Girl (the other 5% in the logo and that's about it).

When you have something that is such a draw to consumers and customers, where they are willing to pay substantial premium prices to fly Singapore Airlines, and something that is so well known throughout the world, you simply don't mess around with it.

Where would Nike be if they got rid of their swoosh? Where would McDonald's be if they got rid of their golden arches? My point is, these brands are now in territory where they almost can't change their brand image/logo...it's unfathomable for McDonald's or Nike to try to dabble with their brand. And, the same goes for Singapore Airlines: don't try to change something that already works so incredibly well, and management seems to have gotten that memo.

-Curtis Bergh