T

he true mark of a strong brand is its ability to remain consistent and relevant, regardless of economic condition, and more importantly stay true to its brand promise and connect with customers.

This is a very special league of brands, which includes names like Coca-Cola, Apple, Nokia, BMW, IKEA, Louis Vuitton, Madonna (yes, she's a brand too!), Samsung, Toyota and Singapore Airlines.

Recognized as the world's most profitable airline, Singapore Airlines firmly belongs in this league.

Long before branding was even considered a valid approach to estimating a company's strength from a brand perspective, modern-day Singapore Airlines (SIA) was giving the world a taste of its consistent innovation since its founding in 1972, latest technology and aircraft, and above all, a service level that was unheard of in the airline industry, or in SIA's own lingo "an inflight service that even other airlines talk about". And along the way, it collected accolades from the world over as trendsetter, best-in-class and industry leader.

An even more remarkable accomplishment when you take into account Singapore's size - it is one of the world's smallest nations that is not much bigger than the average metro area of any major city. With no domestic market, SIA had to rely on the international market from its inception (it started as Malayan Airlines in 1947), in an industry known to be extremely fickle, prone to rising fuel prices and economic downturns.

So how did it do it? Its main weapon of choice: the Singapore Girl!

SIA's version of the flight attendant - aptly called the Singapore Girl - started off with a uniform inspired by the Malay traditional sarong kebaya designed by French haute-couture designer Pierre Balmain in 1972. This simple product differentiation idea was so successful that it became an inseparable visual part of the brand experience.

The visual presence of the Singapore Girl is indeed a pleasure, as she stands out, gliding by in her distinctive unique uniform at airports around the world. However, it's the behind-the-scene story of how it was conceived and sustained that is even more fascinating; from the countless processes in maintenance, operations, human resources delivered by thousands of staff manning call centers, ticketing counters, airport lounges, baggage handling centers and hangars. The Singapore Girl is merely the tip of the iceberg that plays a crucial role of bringing a sense of calm and cheerfulness to tired passengers and conceals all the complexities of running an airline.

The Singapore Girl strategy has an almost mythical status and aura about her. She is the personification of all Asian values and hospitality, best described as caring, warm, gentle, graceful, elegant and sincere. A living, breathing icon that links SIA's commitment to service excellence.

SIA is renowned for its rigorous and comprehensive cabin crew training. Its attention to detail is legendary. It has a brand manual that extends beyond how to move and walk in the body-hugging uniform into what shade of lipstick and nail polish (and recommended brands). It frowns upon loud personal jewelry and dangling earrings and limits flight attendants to wearing simple earrings and an elegant watch (preferably an upscale brand). It has approved hairdos and foundation shade, and advises on how to politely refuse to serve yet another "Singapore Sling" beverage to a passenger on the verge of inebriation. SIA "protects" its Singapore Girl so vehemently that once she slips into her uniform, a Singapore Girl is not allowed to take public transportation, but is limited to taxis and limos.

The Singapore Girl clearly has contributed immensely to the success of SIA's brand strategy and its entire positioning around customer and service excellence.

Everything about Singapore Airlines exudes youthfulness, from its industry-recognized youngest fleet with an average age of six years to the Singapore Girl, whose average age is 25 years. All female flight attendants stop flying when they are 32, and are transferred to become ground staff. Cruel and politically incorrect perhaps - in other countries - but not for a company whose brand rests on the youthful, ever nimble and efficient Singapore Girl. Only a handful of people realize that all models in SIA commercials are actual Singapore Girls, and not professional models. A successful image it has been developing and perfecting for almost 40 years. Tapping into the fountain of youth is a means of SIA's brand survival.

I'd like borrow the tagline it used to launch the Airbus 380, the world's largest commercial jetliner: "Singapore Airlines, bringing back the romance of travel". SIA maximized this marketing opportunity brilliantly when it introduced a slew of innovations, including "Sky Suites", the world's most luxurious commercial airline experience. Positioned above First Class, offering personalized enclosed space, with a seat that transforms into a twin bed.

In the context of Yale neuroscientist Dr. Paul MacLean's Three-Brain Theory, where the Cortex, Limbic and Reptilian digest meanings of brand experience into Functional, Emotional and Symbolic Values, respectively, SIA passes with flying colors.

Touching all three brains, translating into the compelling meanings of: "I'm in the company of a great team of professionals with new aircraft with an excellent safety record, and I will get to my end destination on time" (Cortex/Functional Value).

"I belong to a special club of well-to-do business travelers who value their precious time and enjoy the perks of a successful lifestyle" - Business Class Passengers (Limbic/Emotional Value), to the most powerful: "This flight takes me on a journey of romance where I relive my fantasy of being pampered, looked after, spoiled rotten, nourished, loved and cared for by my mother, only she's this beautiful young lady who's pampering me with such grace and knows exactly what I need, even before I utter a single word." - Sky Suite/First Class Passenger (reptilian/Symbolic Value).