JAMES HOGAN TALKS ABOUT PEOPLE AND BRANDBUILDING AT SKIFT EUROPEAN FORUM


James Hogan once again spoke about the importance of people in building a global brand in a presentation at Skift’s annual Europe Forum which took place on 30 April at Tobacco Dock in London.

In a session entitled “Navigating jurisdictions, borders and cultures to build a global brand”, he spoke about how the world had changed during the course of his four-decade career and then moved on to discuss how critical milestones and issues had defined the aviation industry the way we know it today.

While scale is vital for airlines to be competitive, he cautioned that rapid technological changes, the dominance of the low cost model, and the consolidation taking place in the industry could distance consumers from the business and reduce consumer choice.

He said building a recognizable and successful brand had been a unique experience and had demonstrated that developing and training people was more important than ever - also in creating a national workforce and ensuring a broader contribution to the local economy.

James cited examples of how it was possible to embrace cultural differences and leverage diversity in a work force of more than 140 nationalities to create a rich and unique customer experience and brand.


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