From ‘Compass Point to be renamed 1 Sengkang Mall’, 23 Dec 15, article in CNA
Compass Point will have a new name when it re-opens with a new look next year. The shopping centre said on its Facebook page on Tuesday (Dec 22) that the name 1 Sengkang Mall has been approved by Government authorities.
In the Facebook post, Compass Point said the mall was renamed to Sengkang Mall before updating the post and changing it to “1 Sengkang Mall” at about 10am on Wednesday.
It also announced the winner of the naming contest, who walks away with a S$1,000 cash prize. However, many on Facebook were unimpressed by the choice of the name and urged its owners to stick with Compass Point. Some called the new name “simplistic” and “boring”, or even something a 3- to 4-year-old could come up with.
The mall had narrowed down its list of suggested names to eight choices. The other options were: Sengkang Central Mall, One Sengkang, Sengkang Square, One Sengkang Square, Sengkang One, #1 Sengkang Square and 1SM.
Some names are hard to shake off. I still call the ‘Grandstand’ at Bukit Timah ‘Turf City’, while others, like Orchard’s ‘Wheelock Place’, took a while to catch on after its rebranding from ‘Lane Crawford’. Some older buildings continue to retain names that confuse shoppers. Even now I find it hard to differentiate between Bukit Timah Plaza and Bukit Timah Shopping Centre. Then there’s Bugis Junction and Bugis Cube, Tampines Mall and Tampines Mart, Far East Shopping Centre and Far East Plaza. Some folks give up totally and just refer to shopping centres by their key tenants. My parents used to call Thomson Plaza ‘Yaohan’, for example, and would have continued to use Yaohan whether or not the managment spends thousands of dollars just to change the name of the building from Thomson Plaza to Thomson Square, Thomson Point, Thomson Mall or #One@Thomson.
It’s also interesting how frequently shopping centres use the numbers 1 and 8. There’s ONE KM, Junction 8, Ten Mile Junction (Now Junction 10), 888 plaza and Triple One Somerset. Nobody’s going to rename Jem as Jurong 50 although its actual address is 50 Jurong Gateway Road. What do you expect from a country that names a second bridge to Malaysia, well, the Second Link, and its national stadium The National Stadium.
Shopping centres aside, here’s a list of rebranding exercises that suggest that money doesn’t always buy originality, and that sometimes it’s better to hire a monkey on a typewriter than reward a member of public if you want a name for something.
- $400,000 was spent on a marketing agency Interbrand to name Marina Bay as Marina Bay.
- $2000 cash awarded to a 15-year old who christened the now defunct Budget Terminal. How was it possible that this beat the awesome FUNPORT?
- $3000 for a winning battleship name. Among those entries selected include the mouthfuls that are Sovereignty and Indomitable. All wonderful names for male libido enhancement pills too.
- Attractive prizes including F1 tickets to name TURNS 1, 7 or 10 of the 2009 circuit. These were named ‘Sheares’, ‘Memorial’ and ‘Singapore Sling’ respectively. I’d be extra careful around a bend named ‘Memorial’ if I were a racecar driver.
- You’ve probably heard of Nila or Merly, but the reason why ‘Frasia’ doesn’t ring a bell is because it’s a portmanteau of ‘Friends’ and ‘Asia’ and was the product of yet another naming contest for an 2009 Asian Youth Games mascot. It sounds more like a flower than the King of the Jungle.
- ‘Ah Boy‘ was shortlisted as a baby orang utan name in 2011 following a contest organised by the Singapore Zoo. That’s what 50% of Singaporeans call their dogs and 100% of grandmothers call their grandsons.
- In 2012, one of Scoot’s first aircraft was named, bizarrely, ‘Barry’ thanks to a naming contest. I’m a little surprised no one picked ‘Scottie’.