The Singapore Girl, symbol of Singapore Airlines, is one of the longest-running brand icons. But the poor girl's head is now on the chopping block, thanks to a decision by Singapore Airlines to change agencies after more than 20 years. Whenever a new agency is chosen, the chances are high that previous taglines, images, icons, messaging and strategies will be replaced by ones that the new agency can take full credit for. Will the new agency keep the Singapore Girl, or gradually sideline her like an aging wife? Stay tuned....
This article, by David Fullbrook, provides an excellent look at the evolution of the Singapore Girl, and provides some hints about what might happen next.
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