what the halal is going on? -...
TRANSCRIPT
What the Halal is going on?Hello Brand Halal: image, identity & state of mind
Halal means ‘permissible’ according to Islamic law, in Arabic
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
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
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
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