“A brand is no longer what we tell the consumers it is. It is what the consumers tell each other it is.” Scott Cook, Co-founder, Intuit.
Yup! We have heard that before. And here is how it is playing out today. SMRT is the highest rated Singapore Attraction today. Not because the marketers think it is. Not because anyone has ever officially classified it as an attraction. But because people think that it is.
It does not even get tourism dollars that every other attraction gets. Despite it being treated like a poor cousin to all the other attractions here, it still awes and is rated highly by the tourists from all over the world.
The story lies in people data harvested and visualized from the digital medium.