D-360: The Beginning

Every business venture has an interesting story. So does D-360. As the economy began coming out of recession, we at D-360 figured this would be a great time to be in the market. We drew inspiration from success stories where people of ordinary means did extraordinary things. They proved to the world that the difference between ordinary and extraordinary is that little “extra”.

There are times when one sits back and reflects on his/her life and career and designs plans for the future. In July 2011, Sayeed had one of those moments. He had been in the US for eight years, and as an IT consultant, Sayeed traveled extensively and had the opportunity to interact and work with different people across different locations and in different industries. During these projects, Sayeed observed how each company serves its customers and meets their requirements. He had the opportunity to study the initiatives taken by each company for developing their corporate identity and enhancing the value of their brands. In addition, having participated in several corporate and social events, Sayeed realized that companies are very keen to invest in their brands. Needless to say, a brand provides identity for a company.

During an economic downturn, brand maintenance poses a big challenge for the companies. While companies are focused on cost-cutting initiatives, they also understand the need to showcase their brands to improve their top line performance. The opportunity was hidden in what we call “creative branding”, which is a cost-effective solution to showcase a company’s brand. The business of branding is not seasonal (even though it may appear that way to many people). Rain or shine, a business faces competition. In order to outshine its competitors, a company must market its products/services to grab the attention of the customers.

A company’s brand is born along with the company. The brand, good or bad, exists as long as the company exists.

With these thoughts in mind, Sayeed undertook extensive research to get a better understanding of the branding industry. The research provided insight on how branding takes place, who the players are, what strategies are currently being adopted by companies and what is in store for the future. It would be a cliché to say that a lot of information is available on the Internet. The various articles on the web provided different perspectives and ideas relating to both local and international brands. One thing led to another and the research got deeper. But, Sayeed, being a practical and action-oriented person, drew a line at one point and stopped all research. He knew the time was right. He made the leap. And D’Signers 360 was born.