If you've seen Singapore Airlines’ new 90-second global brand campaign video - so have 34 million other people. That's the power of branding.

As the world opens for travel again, it signals a great time for airlines, hotels and the travel industry to rebrand.

But how can these companies deliver on the promise of the brand at a time of cost cutting?

In The Spotlight, Drive Time's Elliot Danker and Timothy Go speak with Jörg Dietzel, Brand Consultant, Adjunct Faculty, Singapore Management University Singapore to find out.