Presentation by Jim Parry from So Brand

Singapore Airlines proudly presents:

NCCA 'Networking for Business' event series

The second workshop in the NCCA 'Networking for Business' event series.

This workshop will be held by Jim Parry from So-Brand. Jim is a highly experienced senior marketeer having worked for BP and Castrol across diverse cultures in Europe, Asia, North America and Australasia. Using his experience of managing the BP brand in Australia during the Gulf of Mexico Incident, launching new brands across global markets and creating brand ambassador programmes, Jim will talk about how leaders impact the brand of the organisation, through effective engagement of employees leading to enhancement of the customer experience.

Your Culture is Your Brand - Here’s how it works, a virtuous circle; customers return to a brand because they have a great experience that delivers what they are looking for. This experience is consistently delivered by a dedicated, collaborative and passionate workforce. A passionate workforce exists in an environment that helps them be creative, effective and develops their skills.

The right environment is created by leaders who engage and live the brand promise through the stories they tell and the way they present themselves. The brand promise is built to be customer centric and distinctive - this brand promise is grounded in customer and people strategy.

How often do we get this right? What does it take for leaders to live and articulate the brand promise, so that staff are engaged and motivated to be true ambassadors for brand and customer?


Jim Parry is the owner of So-Brand, helping business leaders create a customer focus for sustainable growth. www.so-brand.com.au