Intuit and our brand partners were tasked to develop positioning platforms targeted to a broad audience in Singapore for an integrated entertainment and lifestyle hub. The brand has high awareness but low relevance among the general population. It is decoded in a unidimensional way and there is opportunity to stretch it beyond.

Intuit designed a holistic approach to arrive at the right findings that could help in landing at the right propositions for the right segments. Three aspects anchored our approach – leisure needs among different life stages, proposition feedback and social media conversations.

Our output included 1. Identifying the personas and bringing them to life 2. Sizing these personas 3. Matching propositions with personas. Our work is now being used to finalize the brand proposition and this will lead all future branding work.