INCEIF Brand-Islam 8thApril2014 by Dr.-jonathan-A.J

8/12/2019 INCEIF Brand-Islam 8thApril2014 by Dr.-jonathan-A.J

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Dr. Jonathan A.J. Wilson BSc MBA PhDFGMN MCIM MAM MCIPR MIPRA MCMI AssocCIPR

[email protected]://www.drjonwilson.com

search : Jonathan A.J. Wilson


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Indiana Jon?

Who am I?...


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Or, Batman Bilal begins?


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I Look at

Objects & Associations[finding tangible & intangible

Consumption patterns ]I ask the same questions, over several iterations

the Socratic elenchus.

Background to my Research


11/33Wilson, J.A.J. (2013), Why culture matters in marketing and where?, The Marketeers, June, Indonesia: MarkPlus Inc., pp.78-84.

Overlapping petals of CultureVenn diagram


12/33Wilson, J.A.J. (2012), Islamic Leadership: Bedouins in the Boardroom and profiting from Prophethood Lessons from John Adair, TMC Academic Journal , Vol.6 Iss.2, pp.48-62.


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Muslim geographies


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1.8 billion Muslims globally52.5% are under 24 years oldMuslim youth account for 11% of the worlds population

The Middle East has seen a 78%growth in brand value, basedon high demand for Islamic

banking products andservices.

[2010 The BrandFinance Global 500]

It has been suggested that Muslims represent the 3 rd mostimportant billion consumers behind the billion Chinese andthe billion Indians that marketers are looking to attract.Interestingly, India has the 3 rd largest number of Muslims inthe world at 161 million and China has a longer legacy ofIslamic heritage, with some of the oldest mosques and closecompanions of the Prophet Muhammad buried there


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2001 it was BRIC (Brazil, Russia, India, China)

more recently CIVETS (Columbia, Indonesia, Vietnam, Egypt, Turkey, South Africa)and MINT (Mexico, Indonesia, Nigeria, Turkey)

Its clear that economies with large Muslim populations are growing inimportance.


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The New Black


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In vogue ber-cool and chic? East and West Occidentalism and Orientalism ? Self-Orientalism?

Rooted in Ethnicity and Race? Dark clouds and trouble?

The New Black ?


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An emerging Emo Dual Cool of


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If Halal is the new normal

then it has to be more than a logoand more than meat & money

Image taken from Ninjabi Sue


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Wilson, J.A.J. (2013), The Halal Value System, 9 th World Islamic Economic Forum (WIEF), October, PricewaterhouseCoopers (PwC) Malaysia.


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Wilson, J.A.J. & Liu, J. (2011), The Challenges of Islamic Branding: navigating Emotions and Halal, Journal of Islamic Marketing, Vol.2 Iss.1, pp.28-42.


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Wilson, J.A.J. & Hollensen, S. (2013), Assessing the implications on performance when aligning Customer Lifetime Value Calcu lations with religious faith groups and After Lifetime Values ,International Journal of Business Performance Management , Vol.14 No.1, pp.67-94 .


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Brands are the meaning Creators ,language Shapers ,

and game Changers

joining branding messages and meaning,

across territories and boundaries

B d I l i h


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Brand Islam is here

But it shouldnt be about creating Aliens & Ambassadors

Its about Authenticity, Balance & Communication

ABC


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The Human Transactional Exchange

Human Cultural Experience Equation =

[(How I see myself) + (How I am seen)] [(How they see themselves) + (How I see them)]

[(Internal Me) + (External Me)] [(Internal Them) + (External Them)]

Transactional exchangeHorizontal : free exchange, +ve outcomesHorizontal: free exchange, -ve outcomes

Asymmetric: +ve (dominant), -ve (harmful) Jonathan A.J. Wilson (2012) PhD Thesis: The Brand, Culture & Stakeholder-based Brand Management phenomenon: An International Delphi Study .

Being me means we reciprocate in order to differentiate


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Wilson, J.A.J. (2013), I -Marketing 3.0, The Marketeers, September, Indonesia: MarkPlus Inc., pp.80-83.

Being me means we reciprocate in order to differentiate

C H A N G E SMacro vie w


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C.H.A.N.G.E.S.

Wilson, J.A.J. (2011), New -School Brand Creation and Creativity lessons from Hip- Hop and the Global Branded Generation, Journal of Brand Management, Vol.19 Issue 2, Oct/Nov, pp.91-111 .

Macro vie w


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Or put another wayPractice what you Preach Give - and you will receive


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Up Close


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The Bigger picture


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Thanks (^_^)h J h A J Wil

INCEIF Brand-Islam 8thApril2014 by Dr.-jonathan-A.J

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