SHARPENING YOUR BRAND FOR CUT THROUGH

Singapore Mediation Centre

To get the right message through to the people who can influence your future, means understanding where they are at, and what issues they are grappling with.

  • SCOPE
  • RESEARCH
  • STRATEGY
  • DESIGN
  • ACTIVATION
  • INDUSTRY
  • B2B
  • PUBLIC SECTOR

CHALLENGE

Whilst the Singapore Mediation Centre has been actively promoting the need for mediation as an alternative dispute resolution tool for over 15 years, engagement and buy-in by the business community was slow.

A study by Activiste revealed that the role of mediation in resolving conflict, its benefits and effectiveness was poorly understood by the business community.

SOLUTION

The language of mediation was such that most business leaders considered it as a soft option in settling legal disputes, rather than the first call for strategic conflict management.

Activiste worked with the client to completely reframe their target audience – from an alternative dispute resolution tool, to a strategic conflict management framework. The repositioning and new identity helped crystallise the benefits of mediation to the business community, in a succinct, easy-to-understand manner.

IMPACT

The relaunch of the Singapore Mediation Centre saw a 57% increase in the number of cases it administered in 2015, the highest that it had seen since its inception in 1997. Additionally, the launch an inaugural Unfolding Conversations event was attended by over 200 business leaders, and continues to be a successful platform for engagement.

Given the warm reception by the business community in Singapore, the client is now reviewing how it can increase the frequency of Unfolding Conversations in 2016 and beyond.

"The Singapore Mediation Centre was grappling with how best to brand and position itself when we first approached Activiste in 2013. Through the brand programme, we were able to strategically reposition ourselves to meet the challenges of an increasingly complex dispute resolution environment.”

 

LOONG SENG ONN, Executive Director, Singapore Mediation Centre