What the Halal is going on?Hello Brand Halal: image, identity & state of mind

Halal means ‘permissible’ according to Islamic law, in Arabic

ABCDs turn £10 into £100

Advertising, Branding,

Communications & Digital

Mistake #1 : Thinking you have

a brand when all you have is a

logo

Mistake #2 : Thinking that

advertising messaging is the

same as communicating

Mistake #3 : Thinking about

monetization too soon and

selling on certification rationally

Mistake #4 : Thinking that the

brand is only in your hands

immersive vehicles Social Engagement

Brands as Meaning Creators,

Language Shapers &

Playmakers

Amalgamate

Create

Claim

Congregate

Collaborate

Communicate

Control

31 million, or 1 in 10 US internet users will go online

exclusively through a mobile device only

(eMarketer, 2nd March 2016)

75% admit to doing so while in the bathroom:

63% received a call and 41% initiated a call

(Michelle Castillo, CBS News 2nd February 2012)

Convergence towards

the mobile of everything(s)

Top 10 cities

by number of tweets

1. Jakarta, Indonesia

2. Tokyo, Japan

3. London, UK

4. Sāo Paulo, Brazil

5. New York, USA

6. Bandung, Indonesia

7. Paris, France

8. Los Angeles, USA

9. Chicago, USA

10. Riyadh, Saudi Arabia(Semiocast 2012)

Instantly forgettable

Indelible content

mass inform@tion & consumer empowerment

Muslims check and share opinions frequentlyusing mobile and social media

Anonymous is not an option

Brands must take a stand

Authenticity and Storytelling

from buzzwords to mustwords

1. Overcoming the Monster

2. Rags to Riches

3. The Quest

4. Voyage and Return

5. Comedy

6. Tragedy

7. Rebirth

Arthur Quiller-Couch’s series of conflicts:

Human vs. Human

Human vs. Nature

Human against God

Human vs. Society

Human in the Middle

Woman & Man

Human vs. Himself

Marketers: Forget Archery

it’s all about Basketball

Dynamic Context : emotional

right place, right tone

Find fun ways to celebrate being in a community

…and Disrupt Behavioural Norms

Rizq:commonly translated as Sustenance

Shares roots with Risk

Three levels of Pleasure:

.Physical.

.Intellectual.

.Spiritual.

“Difference between the animal and human is animals eat and this is only a physical pleasure. Whereas for humans, they experience physical and intellectual pleasures.

Beyond this is also a spiritual pleasure which is a sense of truth and justice and something that we cannot explain and we have a hunger for, but requires no physical nourishment.

This generation produces more food than any generation before, more than is wasted than before, and yet more people are dying of hunger than ever before.

We possess more information than any generation before us in the history of mankind, and yet there is also an increase in information which is trash.

So there are no shortage of physical pleasures, information pleasures and passion - yet we suffer a shortage of spiritual pleasure. We feel that in this planet there is injustice, untruths, wars and we are unsatisfied.

We need to find a balance to have all three, to be whole.”

Sheikh Mustafa Ceric PhDGrand Mufti of Bosnia and Herzegovina for 20 years

Both are evaluative and cost-dependent…

But: rizq is about increasing likelihood and risk is about reduction

An increase in rizq leads to an increase in pleasure…

Yunabut does an increase in risk lead to greater or less pleasure?

Muslim involved marketing

Halal Branded marketing

Muslim sympathetic marketing

Muslim targeted marketing

Ethnocentric marketing

Halal marketing is more about ethnicity & culture

Explicitly Islamic

Implicitly Islamic

Isla

mific

ation

By Jonathan A.J. Wilson and Samir M. Malik

• Halal means ‘permissible’ according to Islamic law, in Arabic

• The logo in the shape of a Garuda, the mythical Indonesian creature, reads ‘halal’ in Arabic

• Too often, the focus is on compliance and not emotion

It’s all about making the Permissible, Unmissable

Every street is a Catwalk

and Everyone is a Celebrity

The Secret Recipe and Style Guide

Name

Logo

Lead Strapline

Identity

Personality

Relationship

Culture

Chapters/Story

Vision

Experience

Experiences

Each category needs

3

Images(object, people, place, colours,

animals, sounds, plants)

Short

tales/explanations

Phrase/slogans

Grab Emotions

Generate Thoughts

Create Actions

See

Feel/Touch

Hear

Taste

Smell

The mental image cloud

Branded Humanized

Product/Service

Messages

Associations

Engagement

Social Currency

Branded Culture & Cultural

Brands

Social Media means sharing

80% about others and 20% about

you

Create a style guide

Find ways to tell human stories

Teach rather than Preach

Seduce with Sophistication

Breathe life into dead content

Embed your brand where you can

be dynamic, work in realtime

Or put another way…

Humanize Brands and Brand

Humans

Give – in the hope that you will

Engineer Receiving

but don’t be afraid to ask

– as long as you can show what’s in

it for them