As economies in Asia develop and mature, the importance and significance of its services sector has risen markedly. But just as its rising influence and specific characteristics have been under-estimated in the Asian brand literature to date, so too are the brand-related challenges it brings forth. One aspect key to the building of services-centred brands concerns the overarching need for consistency across the external customer/consumer interface. Services interactions are delivered to the end-user primarily through organizational employees, and frontline, customer-facing staff in particular. This remains the same be it a bank, a hotel, a hospital or an airline; in each case it is the frontliners who are the critical determinant in the consumer experience, and need to be treated as such.