[Hurricane88]

How to get the Best Branding Consultants for Free.

The original name of the Singapore Zoo was called Singapore Zoological Gardens.
However, almost no taxi driver could pronounce such a long name. So after many years, the government spent $500,000 to get an expensive consultant to find a new name.
The consultant named it Singapore Zoo, a name the taxi drivers have been using all these years.

The original name of Changi Airport was called Airtropolis. But all taxi drivers called it Changi Airport. So the government spent $1 million to appoint an expensive branding consultant who named it Changi Airport.

Marina Bay's original name was Marina Bay. But somehow the government wants to rename it. So they got another expensive advertising consultant to research a new name. It costed them $400,000 to get the valuable advice from the consultant that the name should remain unchanged as Marina Bay. All the taxi drivers call it Marina Bay anyway.

By now you are wondering why don't the government simply ask the taxi drivers for free instead of spending so much to these consultants?

Here are the Reasons:

1. Taxi drivers are not deemed as professional branding consultants.
(But they are).

2. Taxi drivers don't wear jackets and ties, they don't speak with a Western accent, they don't conduct multi-stakeholders workshops, nor use 50,000 pieces of Post-it notes,....or do the dance.

3. You'll look like an idiot appointing a group of Taxi drivers as consultants but you'll not lose your job if you pay $1 million to the expensive consultant who learn the answer from the taxi drivers.

Now you understand the difference between Real Shit and Bullshit.