Muslim Branding-- Myth Or Reality--
Presented at the OIC World Business Conference on June 10 that deals with the incorrect perception called muslim branding.
Islamic Marketing feature story by A&M in Aug 2011 issue where "Challenges and Misconceptions" of marketing to the Global Muslim Community covers my interview.
AYS Global Halal Entrepreneurship ProgramsRJ. Liow
Ren Jan, Liow, Founder & CEO of award winning company AYS, offers a very special 3-stage "Global Halal Entrepreneurship Programs" aims to train and assist entrepreneurs on setting up, managing and marketing a successful Halal business.
The tips, experience and insights from RJ. Liow will be indispensable to anyone considering venturing into the fast growing halal economy.
Parties who are interested in our above services please write to Mr. RJ. Liow at lrj@ays.com.my.
We are also welcome partners who wish to work with us in the sales and marketing of our various programs and services.
Tahukah kamu, SOKA adalah satu-satunya brand kaos kaki yang mempunyai label halal di dunia. Apa itu kaos kaki halal? Mengapa kaos kaki SOKA halal? Inilah informasi mengapa kaos kaki SOKA mendapat sertifikasi halal, dan alasan SOKA menciptakan kaos kaki halal. Bukan hanya makanan, kaos kaki pun harus halal. Kaos kaki yang melekat pada kulit, dan bahkan sering digunakan saat sholat tentu harus terjaga kehalalanya.
Islamic Marketing feature story by A&M in Aug 2011 issue where "Challenges and Misconceptions" of marketing to the Global Muslim Community covers my interview.
AYS Global Halal Entrepreneurship ProgramsRJ. Liow
Ren Jan, Liow, Founder & CEO of award winning company AYS, offers a very special 3-stage "Global Halal Entrepreneurship Programs" aims to train and assist entrepreneurs on setting up, managing and marketing a successful Halal business.
The tips, experience and insights from RJ. Liow will be indispensable to anyone considering venturing into the fast growing halal economy.
Parties who are interested in our above services please write to Mr. RJ. Liow at lrj@ays.com.my.
We are also welcome partners who wish to work with us in the sales and marketing of our various programs and services.
Tahukah kamu, SOKA adalah satu-satunya brand kaos kaki yang mempunyai label halal di dunia. Apa itu kaos kaki halal? Mengapa kaos kaki SOKA halal? Inilah informasi mengapa kaos kaki SOKA mendapat sertifikasi halal, dan alasan SOKA menciptakan kaos kaki halal. Bukan hanya makanan, kaos kaki pun harus halal. Kaos kaki yang melekat pada kulit, dan bahkan sering digunakan saat sholat tentu harus terjaga kehalalanya.
Islamic Branding- Misnomer or Earnest Opportunity?Joy Abdullah
Is there actually such a thing as an "Islamic Brand"? If yes, is it an opportunity for marketers or is it just another fad? On the other hand is it just a misnomer?
I answer these from a marketer's perspective in the July 2014 issue of Islamic Banker Asia.
An Introduction to Cult Branding provides the basic understanding of what Cult Brands are as well as the guiding principles they all share. Based on the research presented in The Power of Cult Branding, co-authored by BJ Bueno, this deck gives you the foundation needed to begin exploring authentic customer loyalty.
An article on What Marketers can learn from Organized Religions!
Organized Religions, right from time immemorial, have been able to attract 'religious consumers' and 'sell god' by virtually shaping every aspect of human behaviour. Religion is and always has been a personal commodity, packaged and sold the same way as other marketed goods and services. Religion relies on storytelling, meaning making, and a willingness of people to believe in what is intellectually unbelievable. Religions create meaning through myths, rituals, and practices. Religion is the acceptance of a belief system. Organized Religions have managed to create a product out of themselves. This paper identifies means through which product brands can evolve into religions by learning from the various successful religions of the world.
- Islam, a growing Ideology
- Marketing to Muslims
- Using varied research techniques
- What we set out to do?
- Understanding values - how?
- Similarities across the Muslim world
- Differences across the Muslim world
- Segment size by market
- Insights can be used...
http://www.americanmuslimconsumer.com
USA is the world’s largest economy made up of hundreds of healthy and robust sub-markets, as large as some national economies. One of those markets is the American Muslim Consumers. Muslims in America are estimated at 6-8,000,000 with an annual spending of over $200Bln. The Muslim Market in the USA is both healthy and rapidly growing.
Muslim consumers average a high level of education and income above average, with a strong appreciation for family living. While the American Muslim consumers share many purchasing behaviors as other Americans, there are some distinct advantages of the American Muslim Market. Like other Americans, Muslim consumers are also sophisticated and discriminating with an above average capacity to purchase.
The American Muslim consumer therefore provides a unique opportunity for companies in the USA.
Islamic Branding- Misnomer or Earnest Opportunity?Joy Abdullah
Is there actually such a thing as an "Islamic Brand"? If yes, is it an opportunity for marketers or is it just another fad? On the other hand is it just a misnomer?
I answer these from a marketer's perspective in the July 2014 issue of Islamic Banker Asia.
An Introduction to Cult Branding provides the basic understanding of what Cult Brands are as well as the guiding principles they all share. Based on the research presented in The Power of Cult Branding, co-authored by BJ Bueno, this deck gives you the foundation needed to begin exploring authentic customer loyalty.
An article on What Marketers can learn from Organized Religions!
Organized Religions, right from time immemorial, have been able to attract 'religious consumers' and 'sell god' by virtually shaping every aspect of human behaviour. Religion is and always has been a personal commodity, packaged and sold the same way as other marketed goods and services. Religion relies on storytelling, meaning making, and a willingness of people to believe in what is intellectually unbelievable. Religions create meaning through myths, rituals, and practices. Religion is the acceptance of a belief system. Organized Religions have managed to create a product out of themselves. This paper identifies means through which product brands can evolve into religions by learning from the various successful religions of the world.
- Islam, a growing Ideology
- Marketing to Muslims
- Using varied research techniques
- What we set out to do?
- Understanding values - how?
- Similarities across the Muslim world
- Differences across the Muslim world
- Segment size by market
- Insights can be used...
http://www.americanmuslimconsumer.com
USA is the world’s largest economy made up of hundreds of healthy and robust sub-markets, as large as some national economies. One of those markets is the American Muslim Consumers. Muslims in America are estimated at 6-8,000,000 with an annual spending of over $200Bln. The Muslim Market in the USA is both healthy and rapidly growing.
Muslim consumers average a high level of education and income above average, with a strong appreciation for family living. While the American Muslim consumers share many purchasing behaviors as other Americans, there are some distinct advantages of the American Muslim Market. Like other Americans, Muslim consumers are also sophisticated and discriminating with an above average capacity to purchase.
The American Muslim consumer therefore provides a unique opportunity for companies in the USA.
The global Islamic finance industry can take a leaf out of consumer marketing and utilize that knowledge to develop business strategies that are people centric in order to achieve organic growth.
What's on the horizon for islamic finance article in ift oct 2016Joy Abdullah
With the rapid growth of Islamic finance there looms issues that have the potential of disrupting the current business models in play in the industry. This article explores 5 of these issues.
Can islamic finance show its economic and societal value?Joy Abdullah
This article aims to highlight the need to strategically re-focus the purpose of Islamic finance by highlighting the economic and social benefits.
The article is on Page 6-7.
Does the Islamic finance industry value its people? Joy Abdullah
Islamic finance is on the cusp of a golden opportunity to influence and implement its efficacy globally. Yet this opportunity can only be capitalized on if the industry is willing to embrace innovative ideas and take cognizance of the socio-economic changes that have come about in the past decade.
My article on this published in the IFN Education Jan 2016 issue.
Banker to entreprenuer business & finance april 2015Joy Abdullah
An interview with Shakeeb Saqlain, banker turned entrepreneur and CEO of IslamicBanker.com, an industry platform for the global Islamic finance market.
Is Marketing Important for Islamic Finance?Joy Abdullah
This article explores how modern day marketing can work for Islamic Finance across Islamic finance and non-Islamic finance markets.
The marketing function has undergone tremendous changes in the past decade.
Today marketing involves technology, engagement and most importantly creating and
delivering an authentic brand experience from the employees' and consumers' perspective. Brand value in monetary terms, as an asset, is now fully dependent on this brand experience.
(Published in Islamic Finance Today Jan 2015 issue).
ENGAGING PERCEPTION THROUGH CUSTOMER-CENTRIC CORPORATE SOCIAL RESPONSIBILITY...Joy Abdullah
Most companies undertake Corporate Social Responsibility programmes as having to fulfil a corporate duty of giving back to society. Often development of such a program is the onus of the corporate marketing team and is tied
back to ensuring the brand is seen in good light.
With 'transparency' becoming akin to a war-cry by consumers, corporate philanthropy is on a come-back.
There are strong advantages in aligning an organisations' profitability objective with community development.
Evolutionising Islamic Brand Advocacy through successful Relationship Marketi...Joy Abdullah
As competition heightens, Islamic brands need to adopt more strategic customer-centric approaches to meet the pace of change. Enhancing personal relationships with customers is critically important in order to attract and retain customer loyalty, and to secure competitive success.
Leadership & its impact in Communication for Yurizk Webinar 080614Joy Abdullah
Overview of what is leadership & communication and the impact of leadership in communication.
Presented at Yurizik's #YBCL2014 webinar on June 8th, 2014.
Talent Development in the Islamic Finance Industry--Is It Really Necessary? (...Joy Abdullah
More and more educational institutions, around the world, are offering degree programs and diplomas in Islamic Finance and banking. This is a good sign as it indicates that the growing global Islamic finance industry has a rising demand for competent and trained talent. Why, therefore, are graduates struggling to find jobs after qualifying?
Is Talent Development needed or not?
Education In Islamic Finance Pg21 Oifi Issue 16Joy Abdullah
Pages 21-22 of this edition highlights the importance of moving into a consumer centric business strategy and educating the investment public and retail consumers in order to generate preferrence for Islamic Finance products.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
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Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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2. Contents
What is “Muslim” or “islamic” Branding?
What is the “global Muslim Community”?
3 How do you create a “Brand identity” for the
global Muslim Community?
Daily Baraka Ltd
3. 3
What is “Muslim” or
“Islamic” Branding?
islamic Branding is “branding” that’s empathetic to shariah values,
ranging from basic shariah friendliness to full shariah compliance in all
aspects of a brand’s identity, behaviour and communications, in order to
appeal to the Muslim consumer,”. (definition by Ogilvy noor)
Daily Baraka Ltd
4. Is there a Muslim Brand?
The term “ Muslim Brand” stems from the tendency of the marketing and
advertising industry’s habit of consumer segmentation based on certain
‘ethnic’ parameters
“There is no such thing as a Muslim brand because brands can’t have a
religion. They can align themselves with the values of a religion”
Nazia Hussain
Director of Cultural Strategy, Ogilvy Mather Global
Daily Baraka Ltd
5. Does ‘Halal’ signify
Muslim Brand?
The term Halal is recognised as a brand component as well as the
platform for a brand’s identity
as a brand component: communicate adherence to supply production
parameters i.e. in food flagging the hygiene factor by re-assuring
adherence to the slaughter process
as a platform its used to ‘flag’ that the brand is for the Muslim
community i.e. the halal branding is used as part of a offensive
(penetrating) or defensive (adhering to) strategy in order to satisfy the
community’s standardisation requirement
“At a certain stage Halal branding is important to establish credentials,”
says Ayman Hamed, Director of marketing at Dubai-based Al Islami Foods.
“But a brand has to offer solutions to the Muslim consumers beyond the
Halal aspect without losing [sight of] it.
Daily Baraka Ltd
6. Summing up:
What is a Muslim Brand
a brand that’s empathetic to the values of islam and adheres to all
aspects of shari’ah in its identity
a brand that has the required Halal credentials
3 a brand who’s primary market is the global Muslim community.
Daily Baraka Ltd
7. Who is this “Muslim branding” for?
Daily Baraka Ltd
8. Global Muslim Population
Highlights:
l 0% of global Muslims live in asia MEna
argest number of Muslims living as minorities are in
l l
russia ( mill) germany ( mill).
l /3rd of the population lives in 0 countries of which, are in
asia: indonesia, Pakistan, india, Bangladesh, iran and Turkey.
l Countries with Minority POP:
India 161 mill
Ethiopia 28 mill
China 22 mill
Russia 16 mill
Tanzania 13 mill
TOTAL 240 mill
Daily Baraka Ltd
9. What is the Global Muslim
Community
it’s not a segment:
l That can be qualified by one primary differentiator- age, language or skin colour,
Or
l hrough attitudes and behaviour that are in accordance to that differentiator
T
l unlike other cultural consumer segments the global Muslim consumer segment
is made up of a myriad of sociocultural sets that have been influenced by emigration and
adaptation to social and environmental norms of current place of residence and livelihood
l his ‘adaptation’ has brought about today’s Muslim consumer who has a strong , unique,
T
individual value system and identity that is based and governed by the islamic identity
l despite the heterogeneity of the Muslim populations with majority and significant minority
populations in some countries around the world, islam constantly bonds together their
daily lives and influences their consumption habits, through the centricity of faith. Muslims’
own belief in the significance of islam in their lives is pervasive.
Daily Baraka Ltd
10. 0
Who is the
‘New Muslim Consumer’?
mer
Consu rs
e
Products Numb
ices Purchasing
Serv Power
Consumer
Halal Needs
h
Shari’a int
Com pla
Daily Baraka Ltd
11. “Muslim consumers are a growing, influential and extremely loyal
group, making them a desirable market for mainstream brands.
But reaching them requires more than launching Sharia-compliant
products. Making inroads to this sector takes deep understanding of
the values of this community and building the brand from there.”
Young, Connected and Muslim– Marketing Week 24 June 2010
Daily Baraka Ltd
12. l % of the Muslim community is under years
l % of this define themselves by faith and not race
-- rather than distance themselves from religion in order to progress and
succeed, closely associating and attempting to live through the values of
islam is what ‘gives life purpose and direction’
l % believe that religion should be adapted to suit individual lifestyles and
crucially, they’re finding their own ways of doing so
l % want to ‘protecting islamic values from Western lifestyle and media
influence’
-- The move towards conservatism should not be mistaken for a rejection of high-
tech lifestyle products. instead, new Muslim Consumers are often highly technically
literate. at the same time they do not believe in an automatic acceptance of
technology particularly if they reject the underlying ideas and values.
l They believe in crafting ways forward out of their own faith, believing that
religion and progress, far from being mutually exclusive, are practically
inseparable.
Daily Baraka Ltd
13. 3
New Muslim Consumer
l By 2050, more than 50% of the world’s
population will be Muslim
l 52% of the Muslim community are under
24 years old and part of the “Gen C”–
Connected Generation”
l Exerting enormous socio-cultural
influence from being digitally connected
l This cultural influence will increase in
years to come
Young Muslims are already Muslims are undergoing a The New Muslim Consumer is
starting to stamp their influence major reassessment of their fundamentally different because
on the consumption habits of the relationships with religious of a strong reliance on faith and
wider global Muslim community. structures, cultural assumptions, the ethical values of Islam.
authority, consumption and
Can quite confusing for observers It is tempting to view younger
who are not familiar with be Muslims through the Generation-
these trends. Y prism so favoured by global
marketers
Daily Baraka Ltd
14. Key Socio-Cultural Trends
Sense of pride is 62% of the young
driven by a desire for Muslim consumers is
inclusion* proud to be a Muslim
first and foremost
Identity
45% of this new They believe in crafting
generation believe ways forward out
that ‘religion should be
adapted to suit indi-
of their own faith,
vidual lifestyles’** believing that religion
and progress, far
from being mutually
exclusive, are practically
inseparable *Rather than distance themselves from
Muslims religion in order to progress and succeed,
New Muslim
have been 38% of these consuma
Consumers are often
misrepresented ** they’re finding their own ways of doing
highly technically literate. so, with 27% agreeing that ‘protecting
by the global media,
The move towards Islamic values from Western lifestyle and
by politicians and by
conservatism should not be media influence’ is important to them.
educators, and they are
mistaken for a rejection of .
keen to redress that
high-tech lifestyle*** ***they do not believe in an automatic
balance
acceptance of Western technology,
particularly if they reject the underlying
ideas and values.
Daily Baraka Ltd
15. WARY OF
TOKENISM
l The new Muslim Consumer is particularly wary of the tokenism that continues to
masquerade as an effective engagement strategy
-- stamping products as Halal or shari’ah-compliant
is not enough.
l The new Muslim Consumer is highly interested in the authority and provenance of
brands and the companies behind them.
Daily Baraka Ltd
16. How do we do “BRANDING”
for and in this segment?
Daily Baraka Ltd
17. Start with and
at the values of Islam
. understanding the implication of the “values” of islam
4 honesty respect
4 consideration kindness
4 peacefulness authenticity
4 purity patience
4 discipline transparency
4 modesty community
4 dignity
. reflecting these values throughout the business model
n underpinning the working of shari’ah in daily life is ‘sincerity of intention’
Daily Baraka Ltd
18. The Shari’ah commitment needs
to go deeper than just sales and
marketing, touching all aspects of
the company, from manufacturing
and packaging to brand story and
overall business practices
Daily Baraka Ltd
19. Get to grips with the role of
Halal Shari’ah
l The starting point for marketing and branding must be to consider
the roles Halal shari’ah plays in the lives of modern Muslim
consumers
l and what expectations they have (from brands) when “Halal
shari’ah compliance’ is mentioned
A brand:
l has to offer solutions to the Muslim consumers beyond the Halal
aspect without losing [sight of] it
l hilst adopting a marketing plan that sits comfortably with
W
shari’ah values
Daily Baraka Ltd
20. 0
Talk with your consumer
l The individual’s sense of identity and what they want to do with their life
will become even more important
l nowing the consumer, understanding his/her need and delivering on
K
that would be key to developing a brand relationship
l Brand would be expected to be both, Halal shari’ah compliant, fully
Daily Baraka Ltd
21. Deliver what the brand says
l Creating perception: By actively delivering on the values of the brand
By:
-- listening and learning to what the stakeholders are saying/asking with
regards to their needs and involving them in the brand’s development
process.
-- understanding the growing social clout in terms of global connectivity
through social media amongst the young
Daily Baraka Ltd
22. Three brands that used Islamic
values to build consumer loyalty
l launched in 00 in Pakistan
l 30% market share in uHT milk market category
success is due to:
l Emphasising purity authenticity in its people and products
l mphasis on innovative sourcing and distribution
E
l rand emphasis pure Muslim living
B
l loving family bonds
l intergenerational respect
l elebrations of cultural rituals
C
l Pakistani consumers see OlPErs as the first global Pakistani brand
l Tahira in uK / Europe is much more than convenient food brand.
l he brand is grounded in family values, respect inclusivity and is seen
T
as a brand for all Muslims
l he spirit of inclusivity and focus on family values is highly resonant with
T
shari’ah values
l CiMB islamic was the first stand-alone islamic bank offering from a full-
service bank
l as remained careful to be inclusive and pluralist in all its
H
communications mindful of Malaysia’s cultural religious diversity
l rand has attempted to ensure that every aspect of its interaction and
B
comunication is grounded in core islamic values
Daily Baraka Ltd