Empowering Brand Value Through Knowledge: A Marketer’s Perspective from the Shipping Industry
By Varsha Mishra | 21st July | Dubai
In the high-stakes world of global shipping and ship recycling, brand value goes far beyond catchy slogans or flashy advertisements. It’s built on trust, technical expertise, and consistent, informed communication. One company leading the way in this transformation is Best Oasis, alongside its affiliate SPM Shipping, and they’re doing it by investing in their people.
In an industry driven by precision and global regulations, marketing professionals are now expected to do much more than create compelling campaigns. They must speak the language of shipowners, brokers, recyclers, and regulators — a challenge that demands genuine industry knowledge.
Varsha Mishra, Marketing Manager at Best Oasis and SPM Shipping, shares how her organisation is redefining branding in the maritime space. “Creating lasting brand impact requires more than just promotional strategies — it demands a solid understanding of the industry itself,” she says. And that understanding, in her case, was built through a unique initiative launched by her company’s leadership. Recognising this, our leadership took a significant step by providing professional training to many employees like me to pursue the Institute of Chartered Shipbrokers (ICS) course. This professional training has provided critical insights into shipping operations, chartering, market dynamics, and regulations — knowledge that directly enhances the credibility and relevance of our work.”
Recognising the importance of aligning marketing with industry realities, Best Oasis took a major step: encouraging and supporting employees like Varsha to pursue the Institute of Chartered Shipbrokers (ICS) course — a globally recognised program that develops deep professional competence in shipping, chartering, market dynamics, and maritime regulations.
“This professional training provided critical insights that directly enhance the credibility and relevance of our work,” says Varsha. The result? A marketing team that doesn’t just sell shipping services but understands and communicates their operational value with precision.
The ICS course, known for its rigorous curriculum, is typically undertaken by shipping executives, chartering agents, and brokers. For marketing professionals, the inclusion in this program represents a shift in how companies view brand communication as a strategic function grounded in deep industry fluency.
“Having completed key modules of the ICS course, I can now approach campaigns, content, and client interactions with a level of authority and insight that wasn’t possible before,” Varsha notes. “It’s about building trust — not just through what we say, but through how well we understand our audience’s challenges.”
This strategic investment in employee learning reflects a broader vision at Best Oasis and SPM Shipping. The companies are known for their role in sustainable ship recycling and global maritime trade. But beyond their core operations, they are now emerging as champions of professional development in a traditionally conservative sector.
By fostering continuous learning, they are cultivating a workforce capable of engaging with international stakeholders on equal footing — whether in negotiations, conferences, or marketing outreach. “It’s a long-term vision,” Varsha explains. “We are not just growing the business; we are strengthening a legacy of professionalism and trust.”
In an industry where relationships and reputation are paramount, this approach is already yielding results. Best Oasis and SPM Shipping have expanded their global footprint, with clients and partners recognising the unique blend of operational excellence and informed communication that their teams bring to the table.
The story of Varsha’s journey from marketer to maritime communicator is more than a personal achievement; it’s a case study in how traditional industries can reinvent themselves through knowledge and empowerment.
As shipping faces new challenges — from decarbonization and regulatory reforms to digital transformation, the ability to communicate with authority and authenticity will only grow more critical.
At Best Oasis and SPM Shipping, one thing is clear: when companies invest in their people, the returns ripple far beyond the balance sheet. They shape a brand that stands tall in stormy seas, built on trust, strengthened by knowledge, and anchored in professionalism.
Author: shipping inbox
shipping and maritime related web portal
