Branding Luxury Real Estate: ISD Global gives it a PropL

in Brand

When it comes to real estate the world over,the buzz seems to be in the high end, ultra premium, luxury segment. This trend is sacrosanct across markets especially in Asia & Europe and looks likely to continue for some time to come. Keeping this in congnisance new age brand consultancy ISD Global has created a new division PropL that will focus purely on branding & marketing these high end havens of class. Abodes that can be called ' heaven on earth '.


" PropL, as the brand name indicates, is derived from an amalgam of Property & Luxury. It also is in sync with the word propel, which is all about momentum, moving ahead and reaching for the stars. Aside from the competence, we wanted the brand to inherit an energy and passion that will reflect in the way it operates across mutliple markets, media platforms and customer touchpoints, " revealed Suresh Dinakaran, Group CEO, ISD Global.


Brand PropL has been created to offer a roster of services that top of the draw real estate developers must call upon to reach out, influence, excite and trigger consumption within the target eco system. So whether its creating architectural walkthroughs that present the customer with a holistic 360 degree on both the exteriors and interior elevations of the project, to customising databases to target, organising by invitation only roadshows in conjunction with investment bankers or wealth management entities or conceptualising & creating the entire brand and creative communication suite needed to market these developments( all aspects of ATL & BTL communication), developing the PR and thought leadership strategy and planning, buying & placing media across global markets, PropL does it all. Properly!


" ISD Global has been at the forefront of delivering cutting edge brand communication solutions in multiple markets for almost a decade. During the course of this journey, we developed a great insight of working with property developers in UAE, India, Mauritius, Hong Kong etc. From blueprint to handing over of the keys, we comprehensively understand the journey, inside out. PropL purports to be the be all and end all provider of solutions that any progressive, premium developer would need, right from pin to piano. We already have a few exclusive developments on our roster and look forward to adding some more in the next few weeks," remarked Sagar Patil, CEO, ISD Global Europe.

ISD Global are currently occupied with the re launch of its branding magazine Brand Knew, which as the name suggests provides a holistic perspective on the world of brands and branding. It would have two versions-one a print edition & the other a digital edition- it would be a Global launch targeting a community of almost 200000 readers- Business Owners,Entrepreuners, CEOs, Brand Heads, Marketing Heads, Agency Heads, Students of Branding & Advertising etc. The re launch is scheduled for July this year.


ISD Global's biggest strength is its worldwide team of more than 65 people allowing it to offer cutting edge brand marketing services across a wide cross section of industry genres including Automobiles, FMCG, Banking & Financial Services, Real Estate, Consumer Electronics, Luxury & Lifestyle, Fashion & Jewellery, Education &Training, IT & IT services, Travel, Tourism, Hospitality, Food & Beverages, Media & Entertainment, Furniture & Interiors, Office Automation etc. With operations spanning  international locations including UAE, India, UK, USA, Canada, Mauritius & Vietnam, the ability to cross pollinate resources, market insight & intelligence for the advantage of brands it works with is, immense.


“ At ISD Global, we are doctrined to be going in for the jugular. That has always been our approach to business,the way we brand products, services or organisations. Disruption somehow seems to run in our blood- we call it the HDL factor- nothing to do with the good cholosterol but High Disruption Level. The tried and tested or should it be rusted does not suit us at all and we are fairly clear that it does not serve the purpose of the brands we engage with either. The conventional ways of realising relevance, recall and revenues is somehow not working anymore. In a constantly changing eco system, with loyalties being at a premium, brands just cannot take its customers for granted. They have to continously  demonstrate that as a brand they care, listen and love their customers. Hence the need for compelling, relevant brand  disruptions have never been higher. We are just respecting this scenario and acting in the best interest of the brand/s wework with”, continued Suresh Dinakaran, Group CEO, ISD Global.


Author Box
Suresh Dinakaran has 21 articles online

Suresh Dinakaran, Group CEO, Ideas Strategy Design Global (ISD Global), a Dubai based new age Advertising Agency & Brand Strategy Consultancy with operations in UK, USA, India, Vietnam & Mauritius. He is also the Editor of Brand Knew magazine that provides a holistic perspective on the world of brands and branding communication agency in Mauritius. He lives in Dubai with his wife Reshma and daughter Anushka and can be reached at

Add New Comment

Branding Luxury Real Estate: ISD Global gives it a PropL

Log in or Create Account to post a comment.
Security Code: Captcha Image Change Image
Related searches:

Branding Luxury Real Estate: ISD Global gives it a PropL

This article was published on 2012/06/19