Blog Post

ISD Global’s 5C Communication Model – An Insight

By Suresh Dinakaran

ISD Global (Ideas.Strategy.Design Global) was conceived with the prime motto of nurturing and developing brands. From the miniscule to the mammoth. Set up in 2003 in Dubai, the Group now has a footprint that straddles India, UK, USA, Vietnam & Mauritius and works with major brands and regional power houses in the markets it operates in. Some of the brands that in its portfolio include Volkswagen, Bose, Apple, Samsung, London School of Economics, IQ, Kair, Goodyear, Nissan, Vincom, Gitanjali, IDL, JR School, Tea People, Maybach, Damas etc.

At ISD Global, a 5C Model is followed wherein Content, Context and Conduit has to lead to Commerce and Customer- that is at the heart of all Communication it strategises and creates. Amalmagating demand and desire for brands through strategic creativity remains a core competence area. Connecting the heart of the brand to the soul of the customer, unlocking value that is resident in brands and developing an eco system for brands which stimulates passion to invest in, work for and consume is what we are most adept at. For a video that outlines our philosophy best, one can access this link:

Offering a holistic approach to brand building be it the concept and development of an identity or developing a comprehensive global brand strategy involving multiple media platforms and geographies or ideating and developing creative communication that excite, motivate and influence customers to engage and use the brand- we do it all. For a sneak preview of our creative showcase, one can log onto:

“We are in a deficit driven economy- there is a deficit of trust, deficit of attention, deficit of buying power. And when you combine that with a surplus of information, choices and consumption touchpoints, its mayhem. To survive and thrive in such an environment, brands have to emotionally connect with its customers. UFP (Unique Feelings Proposition) is the new USP (Unique Selling Proposition). What the brand makes you feel is the overriding factor that goes into deciding whether your offering is part of his shopping cart. Otherwise you are history. At Ideas.Stategy. Design Global we are forever striving to raise the bar to create love affairs. We call it CLAP(Customer Love Affair Plan). Brands have to have a love affair with its end users to earn loyalty, trust and lifetime value,” feels Suresh Dinakaran, Group CEO, ISD Global.

For a complete credentials overview on the Group, one can log onto:

As an extension of what ISD Global does, Brand Knew is the publication that is published as a monthly print & digital version by ISD Global. Access to the sample edition of the digital version can be had through magazine provides a holistic perspective on the world of brands and branding.



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