The Living the Brand Within Symposium was jointly organised by the Singapore Management University (SMU) and SingTel on 18 September 2015. Having undergone a massive rebranding campaign earlier this year, SingTel sought inputs from business professionals on delivering on brand promises with the aim of assessing the effectiveness of their campaign. Executive Chairman of YCH Group, Dr Robert Yap, was invited to be a guest speaker at the event, which was attended by approximately 80 management staff from the various functions of SingTel.

Together with consultant Mr Robin Speculand, Dr Yap shared key points on how YCH was consistently able to align its internal processes, people, operations, and key industry partners to live up to YCH’s brand promise of empowering businesses to grow and helping markets move efficiently. The lifespan of a brand is indeterminate often outlasting the organization. Thus, brand building is essential for bringing long-lasting value to organizations, ensuring that it is clear, memorable, and consistent to ensure it is noticeable and recognizable throughout its lifespan. For a brand to succeed, all the relevant stakeholders have to be aligned around a brand in the same manner.