The power of collaborative advantage


 ” None of us is as smart as all of us.” – Ken Blanchard

Seen in the picture below from L to R: Suresh Dinakaran, Chief Storyteller, ISD Global, Santosh Varghese, Vice President, Toshiba Gulf FZE, Sunjeh Raja, Founder & CEO, ICCA

Seen in the picture below from L to R: Suresh Dinakaran, Chief Storyteller, ISD Global, Santosh Varghese, Vice President, Toshiba Gulf FZE, Sunjeh Raja, Founder & CEO, ICCA

Blanchard couldn’t have put it better. In an increasingly commoditised world, with a surplus of goods, services, information and a deficit of time, attention, loyalty and resources, the best way forward for brands to create Green Swan moments is to recognise and respect the true power of collaborative advantage.

Exactly what the coming together of powerhouse brands Kioxia (exclusively distributed by Toshiba Gulf FZE in the MEA region) and ICCA (International Centre for Culinary Arts), purports to achieve.

” We might be functioning as heterogeneous verticals but there is always the opportunity to come together to connect, engage, influence and positively impact a homogenous audience that both stakeholders are seeking to address. Kioxiaas a brand means to be at the very forefront of research, innovation and new age technologies that positively enhance society and the planet. The legacy of the Toshiba culture over the past 150 years has all been about meaningful innovation and disruption and Kioxia’s coming together with ICCA (International Centre for Culinary Arts), one of the best culinary institutions in the region is a natural follow through, ” avered Santosh Varghese, Vice President, Toshiba Gulf FZE.

Upon introspection, this collaboration would come across as being path breaking and redefine business models. Food, as a category, is one of the most widely travelled content especially on Social Media and a top draw memory brand like Kioxiaoffers the critical aspect of securely and smartly storing your highly desired content. And one of the best quality food content is created at ICCA. In short, the last mile meets the best smile for content creators and aggregators.

” We at the ICCA (International Centre for Culinary Arts) are driven by a single minded ambition of setting the Gold standard in Culinary Training & Media in the region. Over the last decade and more, that has been reflected in our partnerships with some of the best global brands both within and outside the F&B, Hospitality industry. We respect and recognise the aura, the power and the immense value a mega brand like Kioxia brings to the equation and we look forward to combining forces and competencies to create some indelible memories “, echoed Sunjeh Raja, Founder & CEO, ICCA(International Centre for Culinary Arts).

“Never doubt that a small group of thoughtful, committed people can change the world. Indeed. It is the only thing that ever has.” – Margaret Mead
” Analogous inspiration is at the foundation of our mindset and thinking at ISD GlobalThat means knowing and responding to the fact that the best ideas for brands come from outside their core verticals. Looking within to understand what one is without. We strongly believe that the best beginning is always a coming together of minds, culture and possibilities. We, at ISD Global take great pride and pleasure in orchestrating this collaboration between two superbrands – Kioxia and ICCA (International Centre for Culinary Arts) and immensely thank the two leaders behind them Santosh Varghese and Sunjeh Raja for being so visionary and supportive. The next, new future for brands and organisations will be all about being ‘ future back ‘(where do we see ourselves already), rather than the conventional ‘ present forward ‘(where do we go from here), and this partnership bears the stamp of that mindset and thinking “, shared Suresh Dinakaran, Chief Storyteller, ISD Global.
Great things in business are never done by one person. They’re done by a team of people- Steve Jobs
Here’s to the team. Here’s to the future.
This article first appeared in

Seeking to build and grow your brand using the force of consumer insight, strategic foresight, creative disruption and technology prowess? Talk to us at +971 50 6254340 or mail: or visit

About Author


BrandKnew is an amalgam of the very finest, distilled essence from all over the world put together in an easy to consume, reflect, apply manner. It articulates, suggests, disseminates, shares, educates, provokes, inspires brand owners and brand professionals to take the next logical step in realising their branding goals.

Comments are closed.