You will be be redirected to the blog in a moment...
Or you can click the link below to proceed:
AIA, Branding, and “The Power of We” in The Straits Times
In the main section of today’s Straits Times, AIA ran a full-page “branding” piece. Whilst the concept is interesting (the visual depicts an AIA insurance agent/relationship manager drawn using hundreds of different names – supposedly the “we” of AIA), the body copy raises and clarifies some interesting questions we had about their recent (re)branding exercise. We have never been big fans of “The Power of We” (indeed Twitter followers will recall our suggestion that it would be more applicable for Nintendo – The Power of Wii…!) and therefore think we should qualify our position with some analysis. Below is the body copy, and under that the ad. “We are AIA. We have always been by your side, to ensure your unique needs are met every step of the way, that the future, whatever it may hold, is written your way. This is the collective force of AIA. This is the Power of We.” First, the dichotomy between “we” and “you” is obvious, and illuminating. Before reading this ad, we th
Want to be redirected immediately?
Register yourself at Ping.sg to get rid of this page and also to get your read counted as Pong.