Six Degrees was engaged to develop brand positioning, promise and brand pillars for the Raffles brand anchored around the iconic Raffles Singapore property. Six Degrees conducted on-site property assessments at all operating Raffles hotels, interviewed guests and conducted a competitor audit. A Brand Focus Workshop was then conducted with Raffles executives in Scottsdale and a final brand platform was developed. Six Degrees then conducted SensoryQ research with Raffles guests in Singapore and Switzerland to identify the sensory cues that best trigger the desired perceptions in the mind of the target audience. On the basis of the brand platform and SensoryQ research, Six Degrees subsequently developed marcom materials for the Raffles brand.