To be clear, Singapore Airlines branding strategy which revolves around its service crew has served it well over the years. However, the best brands never start out with the intent of building a great brand. Instead, they first focus on building and delivering a profitable product or service and an organisation that can sustain it. Towards this end, SIA has invested in the latest aircrafts, technology and processes. But very early on, SIA realised that it needed quality people to differentiate its offering. So it has invested in attracting and engaging the right cabin crew.