The ISI Credibility Platform

The goal has always been CREDIBILITY - to get consumers to believe YOUR message instead of your competitor's, and for a long time the strategy was a form of "brainwashing" using massive amounts of repetitive exposures. Of course there was also creative, expertise, and lately - "targeting" - but the formula always had the same underlying component - exposures by the ton. And for a while, consumers appeared to believe the companies with the most ads. Whether it ever really worked that way is irrelevant, because it doesn't work that way now.

Today consumers are bombarded by 5,000+ ads and commercials every day, and they are armed with the most sophisticated ad-blocking technologies in history. Adding another ad to that pile is, well, what it is - 1 in 5,000. With those odds, companies go broke trying to use exposures to generate credibility.

In 1995, ISI discovered how to deliver Credibility at the Point of Need™.

The ISI Credibility Platform™
ISI created a Credibility Platform™ that provides consumers with faster, easier access to the information, products, and services they want from an independent, third-party, higher authority source they perceive to be more credible and authentic than anyone else.

ISI's Credibility Platform™ enables companies to assist consumers with a fundamental need and save consumers time and money by providing them with the information they want, when they want it, from an independent third-party they believe - Credibility at the Point of Need™.

Genuinely helping consumers "at their point of need" directly increases consumer CREDIBILITY, which increases the efficiency and effectiveness of ALL consumer communications, generating substantial benefits for both companies and consumers.

In addition, companies create a substantial competitive advantage and establish a “consumer information bond” by helping consumers save time and money. This “consumer information bond” creates an implicit obligation, much more powerful than any ad or commercial.