The document summarizes key findings from research conducted by Ogilvy & Mather on Muslim consumers and Islamic branding. There are two main groups identified - Traditionalists who take a more collective approach to their faith, and Futurists who see Islam as central to their individual identity and are more fiercely proud of their faith. For global brands, the opportunity lies in empathizing with Futurists and communicating genuine Shariah-friendliness rather than just seeing them as another market segment. Halal compliance and corporate reputation will be increasingly important to skeptical Futurist consumers. Brands must inform, educate, reassure consumers and demonstrate Shariah values to build trust with this important demographic.