Case Studies – Southern Unit Trust

Southern Unit Trust

The Brand Then

Southern Unit Trust (SUT) was just another unit trust company offering products and services with little or no differentiation from its competitors. Their challenge was to create a unique proposition for their customers in order to occupy a market niche.

Our Brand Insight

Consumers approached unit trust funds like any other investment opportunity, focusing not on long-term growth, but on speculation for short-term gains.

Our Solution

We embarked on a rebranding exercise that involved having consumers rethink their outlook on unit trust funds, shifting their priorities from pursuing short-term gratification to investing for long-term security, thereby ensuring a comfortable retirement lifestyle.

The Brand Now

After the rebranding exercise, SUT became known as the Retirement Specialist, and assumed leadership position in retirement planning. One of its crowning achievements was being cited as a case study in Dr. Paul Temporal’s best-selling book, “Branding in Asia”.


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