Issue 23, Dec 2016 - Dessert First | The Elevate Group

The “Sense” (Scent) of a Rose

“A rose by any other name would smell as sweet,” uttered a besotted Juliet in William Shakespeare’s romantic tragedy Romeo and Juliet. Her words are often used as a call for people to look beyond the surface, to the crux of the matter.

But in branding – especially branding in the retail sector where competition is stiff and increasing by the minute – Juliet’s “rose” must be clearly identified as a rose, and have full descriptions of its distinctive trappings, in order to stand out from other flora. In all likelihood, this would include expounding its superior appearance, colour, texture, fragrance, etc, as well as publicise its beautiful environment, in order to appeal to all the senses.

As consumers’ preferences change rapidly, it is a constant race to find new ways to engage the customers and stay ahead of the competition. Companies recognise the need to differentiate themselves but with their lean resources, SMEs often do not have the reserves nor capacity to analyse trends, or even determine if their brand positioning continues to “smell as sweet” to its clientele.

In this issue, we showcase two SMEs which took definitive steps to determine how well their products and services are engaging their customers, and what more they could do to grow the business. Through the UOB-SMU Asian Enterprise Institute (AEI)’s flagship SME Consulting Programme (SCP), each SME received a comprehensive brand audit using scientific and methodological approaches – a hallmark of the SCP. 

A team of student-consultants undertook the brand audit for each SME, supervised by an industry veteran as Project Advisor and supported by the Institute. The clients – a trampoline park owner-operator and a desserts company owner – received a high-quality brand audit and a report with detailed recommendations customised to their respective needs.

If you are an SME with issues or queries regarding your brand positioning, or you would like an objective review of your current strategies, come talk to us. Our student-consultants can help devise feasible strategies and an actionable implementation timeline to help you bring your company forward.


Tantalising Treats: Dessert First Pte Ltd

Established in 2009, Dessert First Pte Ltd is a family-owned dessert company that sells a wide variety of hot and cold desserts. From a first outlet in Liang Seah Street in 2009, it has brought its array of delicious desserts to consumers through a second outlet in Takashimaya Food Court. Read more


Soaring High with Katapult: The Elevate Group Pte Ltd

Owned by The Elevate Group Pte Ltd, Katapult is a massive 14,000-square-foot indoor trampoline facility that is designed for high-octane entertainment while cranking up the fitness and fun quotients of the jumpers. The facility sits amid the greenery of ORTO leisure park, Singapore’s first 24/7 multi-recreational park. Read more



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