The power of collaborative advantage

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. Kioxia, as 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 Kioxia, offers 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).