A Lesson in Brand Consistency
On Singapore Dreamin', a heartwarming makeover series that helps local small & medium sized businesses (SMBs) transform their brands, Free Food For All (FFFA) faced a major choice: should they keep their big bear mascot?
This cuddly figure, representing the late founder of FFFA, was more than just a badge - it was a symbol of trust and care.
As FFFA considered this choice, these discussions brought to light important lessons in emotional branding, maintaining brand consistency, and balancing respect for history with the need for change.
So, did they keep the bear? Discover the answer in Episode 2 of Singapore Dreamin'!
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Why Emotional Branding Works?
People do not simply buy products or support causes - they connect through feelings. Nobel prize winner Daniel Kahneman’s System 1 thinking shows us that our choices are often based on intuition and emotions rather than logic.
People remember their feelings and the bear represents warmth, care, and generosity—emotional values that FFFA upholds.?Decades of research clearly indicates that emotionally distinctive storytelling is much more effective than any approach that tries to pummel you with rational facts and figures.
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Looking Back to Move Forward
Great brands know how to honour their past while embracing the future. I attended a presentation recently, where the speaker suggested their research showed that the Pareto Principle (i.e.: the 80/20 rule) is the answer to the age-old Familiarity vs Novelty dilemma.
While difficult to fully verify, a familiar tune with a new hook or a fairy tale seen from a new perspective does stick in your mind. The one thing I am certain of is that brands & brand managers get bored with their own creations faster than their audiences do.
FFFA applied this thinking when deciding the fate of the big bear.
?The bear reflects:
1. Purpose: A constant reminder of FFFA’s 'Why'.
2. Legacy: Honouring the vision of its founder and the community’s trust.
3. Continuity: A link between FFFA’s heritage and its future.
By examining their mascot’s emotional significance, FFFA explored whether nostalgia could coexist with innovation.
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Leveraging Social Media for Connection
With Singtel’s help, FFFA leaned into social media storytelling to market their brand.
The masterclass and marketing programme mentioned on the show are available to all Singtel SMB customers. Interested parties can find out more here, Singtel’s TikTok Creator House at 313@somerset and Red Rewards Alliance programme.
A long time Singtel customer, FFFA also recognized the importance of stable & secure connectivity for live streaming and real-time engagement— two essentials for social enterprises looking to reach wider audiences and make community impact in real time.
With these new capabilities, FFFA can:
1. Tell compelling stories: The bear mascot could star in TikTok content and live streams to engage followers emotionally.
2. Reach new supporters: Digital platforms allow FFFA to expand beyond its usual donor base. With the big bear being a disarming and lovable character for a target audience like families and kids.
3. Showcase innovations: Highlight their unique mobile app, which lets beneficiaries select ready-made meals, and many other innovative initiatives tackling food insecurity.
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A Community of Kindness
There’s a moment in the episode where Dr Shaik says, “If we don’t do our jobs right, people go hungry”. SMBs, such as social enterprises like FFFA are truely the heart of Singapore. As Singapore celebrates SG60, Singapore Dreamin is just one of our on-going efforts to uplift SMBs and their communities. We believe that supporting them isn’t just good business - it’s nation-building.
FFFA is a testament to how smart community-driven initiatives can inspire a kinder, more inclusive society. Whether they choose to keep the big bear or move in a new direction, their story reflects how change and tradition can coexist beautifully.
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Watch & Help
So, what did FFFA decide? Did they keep their beloved big bear mascot or take a bold step forward with a fresh look?
Find out in Episode 2 of Singapore Dreamin’! Catch the heartwarming story of FFFA’s journey and see how they balance emotional branding, innovation, and their commitment to tackling food insecurity.
And for SMBs looking to elevate their own brands, remember: you, too, can access Singtel’s social media masterclasses, TikTok Creator House, and connectivity solutions to tell your story effectively. You can find more articles about marketing and tech at singtel.com/smbhub