National airlines are unique brands: They need to compete with other airlines in the market place where – in times of shrinking travel budgets – value, price, routes, service and product count. At the same time they will always be seen as a representative of their country of origin; it is often assumed that the …
The eyes of the world looked at Singapore and its impressive skyline during the F1 Nightrace last weekend. This attention helped Singapore to position itself as a first world metropolis in the heart of Asia. I’m the first to admit that I am not a racing enthusiast. If anything, I follow the global circuit from …
With markets in Asia competing for tourists, talent and investment, having a clear and differentiated country positioning is more important than ever. It was the morning after the Olympics 2012 in London. I got up early, dressed in a suit and tie (for once) and drove to the office, then walked over to the BBC …
