As this week the world’s attention has been focused on Valentine’s Day, we’re taking a look at the subject of love. And of course, the latest news from the world of Muslim consumers and Islamic Branding.

This week at Ogilvy Noor

February is traditionally, the month of love. Is all this talk of love however, of any use when it comes to talking to Muslim consumers? If anything, it sometimes feels like newspapers and media outlets are filled with discussions advising pious Muslims to avoid Valentine’s Day. It’s no doubt that whilst some Muslims will embrace it with gusto, there are those who will eschew it just as vigorously. It is no wonder then that marketers prefer to play it safe and avoid stirring up controversy, erring on the side of caution rather than finding brave and creative ways to talk to the Muslim consumer segment.

There is no need to fear love – embrace it, but be savvy. When it comes to matters of the heart, here are expert tips on how you can grow Muslim consumer affection for your brand

News about Muslim consumers and the world of Islamic branding

Thailand Profits From Health Care to Arab Patients, whose needs are catered for with Arabic translators and halal food

Pet food to be featured for the first time at MIHAS halal products exhibition in Malaysia

Indonesian rom-com “Republik Twitter” exemplifies growing trend of couples finding each other through social networking sites

Malaysia’s halal certification body JAKIM to Introduce Halal Standard For Leather, Wool, Bone Products

Pakistan’s Facebook population grows 1 million in last 6 months to 6 million, about half the country’s internet users

The story of the growth of halal meat in Canada’s Nova Scotia region…

More than a quarter of marketing budgets in the Middle East to be spent on digital in 2012

Malaysia’s export of halal products is expected to rise by 10 per cent to RM33 billion (approx USD $10bn) this year

Fascinating insights into the Facebook habits of Indonesia “For many Indonesians, ‘Fesbuk’ is the only Internet”

Islamic fashion returns to Tunisia, stores specialising in the fashions proliferate in many Tunisian cities

Islamic finance  grows 12-15% per annum. Kuala Lumpur, Dubai, London, and Bahrain are “chomping at the bit” to be centre of $1trillion industry

New energy and health drink launched in Ghana, certified as halal to attract Muslims, called “Black Fury”

Muslims make up 1.8 billion of the global population. Miles Young, CEO of Ogilvy & Mather  says this opportunity is ‘the third billion’

Global Muslim consumer spend is estimated at $2.1 trillion and growing

The global halal market is worth an estimated $500 billion and growing every year

“Honesty, respect, accountability and understanding are core to Shariah principles and resonate deeply with Muslim consumers” [Ogilvy Noor]

“The numbers are hard to ignore. The Muslim demographic accounts for more than 20% of the world’s population”

February is traditionally, the month of love. Clever marketers rebuff the use of red hearts and cuddly toys; no swoony poems or cheesy chat up lines for us please. Thank you very much! It is far more effective a marketing strategy to deeper explore what love means to your consumer, in order to support them manner that resonates with their values.

Is all this talk of love however, of any use when it comes to talking to Muslim consumers? If anything, it sometimes feels like newspapers and media outlets are filled with discussions advising pious Muslims to avoid Valentine’s Day and related celebrations of romantic love. It’s no doubt that whilst some Muslims will embrace it with gusto, there are those who will eschew it just as vigorously. Malaysia’s Muslims tend to fall into the latter camp, shunning what is seens as ‘a consumerist orgy that demeans love’. It is no wonder then that marketers prefer to play it safe and avoid stirring up controversy, erring on the side of caution rather than finding brave and creative ways to talk to the Muslim consumer segment.

We are here to offer guidance on the new, creative and bold ways that you can in fact talk to Muslim consumers. There is no need to fear love – embrace it, but be savvy.

One deep insight you can take away with you is that for the Muslim consumer, the love of community is extremely potent. Futurist Muslims – the young, tech-savvy, well-informed, movers and shakers of the Muslim consumer segment – have a strong sense of individual identity, this is balanced by a deep sense of community and caring for the collective. There is an emphasis on belonging, giving rise to a ‘we’ consciousness in which one’s self is rooted in the social system.

The consumer has to be seen as one part of an inseparable and inter-connected web of individuals who collectively help to shape their identity.

Brand messaging needs to be cognizant of the way Muslim consumers often see themselves: as fathers, mothers, sisters, teachers and friends first, and individuals second.

A key vehicle for messaging transmission is word of mouth, with consumers showing a high degree of trust in their own in-group peers and authority figures.

Another implication is that successful brands are expected to be integrated into the collective web that makes up this social identity: and they can do this by avoiding association with values that do not appeal to Muslim cultures, for example extreme self-sufficiency or selfish indulgence. Since Muslim consumers feel deep concern and love for their community they expect the brands that they let into their lives to do the same. Corporate social responsibility must be demonstrated in action, not just words, and definitely not checked in boxes on annual reports, or as big gaudy TV announcements heralding charitable donations. No, social investment must be heartfelt and demonstrate a genuine commitment to the needs of the community.

In Egypt, Persil Detergent and Pril Dishwasher Liquid supported local volunteer groups to clean up the local streets after the uprisings. They organised teams to be driven to locations that needed attention, and provided cleaning supplies. This is perfectly targeted to their brand. More importantly, it demonstrates that they genuinely understand how their products can be of service to their community.

In Pakistan, Colgate launched a ‘Colgate Bright Smiles, Bright Future’ programme. Colgate arrange school drives to educate children about dental health and brushing teeth to grow up strong and healthy, seen by consumers as an investment in their children’s futures.

The thing to take away for your brand is that there is no such thing as talking to just one individual Muslim consumer. Their deep attachment and love for their community, and the fact that they see themselves – and you – as part of their community informs how they feel about you, what they will tell others about you, and ultimately their commitment to you. The good news is that if you can support their sense of community, their love will not be like the wilting red roses, and tacky hearts. Instead, this group of consumers can and will show a genuine love for your brand.

By Shelina Janmohamed, Senior Strategist, (Ogilvy Noor)



We’re also bringing you the must-have news and insights to build your business and brand with Muslim consumers, whose spend is estimated at USD$2.1 trillion. It’s a market worth spending some time learning about!

This week at Ogilvy Noor

The race is on to establish powerful international ‘halal brands’. The stakes are high: by some estimates, the global market for halal products is worth $500bn a year.

But it’s a market strewn with confusion, as separate Muslim countries try to establish recognised standards and producers from outside the Muslim world also hurry to enter the market. That leaves many Muslim consumers crying out for reliable brands that will help them guide their choices.

In our feature article for FT.com, we discuss how to build global halal brands. Find out the developments in this blossoming market, key tips for brands wishing to grow their stature with Muslim consumers, and pitfalls to avoid.

News about Muslim consumers and the world of Islamic branding

The first halal hotel opens in Chiang Mai to encourage more Muslim visitors to the region

Malaysia’s Industrial Development Minister says that the race to the halal industry is not just based on religion but also on business potential

Spanish retailers test out their products for the Muslim market

The Pakistani government launches an Halal Food Accreditation scheme to boost the country’s exports

The Malaysian government plans to increase agriculture research to boost food production and turn the state of Kuching into a regional halal food hub

Reflections on the development of  ‘Cyber Islamic Communities’

“The opportunity for .Islam, .Riyadh and .Arab – Arab News” opens up as Internet Top Level Domains are widened out

Malaysia aims to strengthen economic and trade relations with the Arab world

Thai tourism operators must understand Muslim culture and halal food to grow the  Indonesian tourist market, says an official from Thai Tourism

Nigeria’s first Islamic ‘non-interest’ bank opens to a quiet launch

Indonesia aims to double Shariah-compliant assets as Middle Eastern and European banks invest in its Islamic finance industry

A new agency for Muslim models to launch in NY Fashion Week who are “gorgeous, stylish and maintain religious beliefs”

The race is on to establish powerful international ‘halal brands’. The stakes are high: by some estimates, the global market for halal products is worth $500bn a year.

But it’s a market strewn with confusion, as separate Muslim countries try to establish recognised standards and producers from outside the Muslim world also hurry to enter the market. That leaves many Muslim consumers crying out for reliable brands that will help them guide their choices.

First, for the uninitiated, what is halal? In its broadest sense, it applies to anything that is “permitted” or “lawful”and covers everything from food to finance to logistics. In a narrower sense, it covers anything made from animal products, especially food, personal care products and pharmaceuticals.

Certification in these industries can be especially tricky. That makes it all the more important for marketers to establish credible brands that give Muslim consumers the assurance and confidence they crave. As halal brands proliferate, those that can establish instant recognition and credibility will gain a larger mind share and pocket share among Muslim consumers. As in any industry, brands that establish first mover credentials are likely to win.

For now, the race to establish recognised brands is being conducted at country level. Brunei Darussalam sees the ‘Brunei Halal Brand’ as a means of diversifying its economy away from oil. It focuses primarily on food and offers small and medium sized enterprises an umbrella brand under which they can reach an international audience.

As part of that effort it plans to open a UK facility in Birmingham, a city with a large Muslim population. It also wants to strengthen its Islamic association in the minds of Muslims, with a tourism initiative titled “Brunei Islamic Experience.” The aim is to net a share of the blossoming halal tourism market, which requires halal certified hotels and restaurants.

Singapore is also vying to create value with its Singapore Halal Brand. The minister for Muslim affairs spoke recently about how a quintupling of halal-certified restaurants has boosted tourism. Given that two of Singapore’s biggest markets for tourists are Malaysia and Indonesia, the increase in halal food availability is a clear win.

Similarly, Malaysia’s JAKIM (Department of Islamic Development) wants to establish itself as a global standard, supported by the Halal Industry Development Corporation, set up by the government.

Governments outside the Muslim world are also joining in. New Zealand Trade and Enterprise has identified halal as an emerging global trend that holds promise for the country’s food and beverage and cosmetics industries. The government in the Philippines – a predominantly Roman Catholic country with a Muslim minority – recently issued halal guidelines. Even Carrefour in France has brought a range of halal products to market – though French retailars have been rather coy on the subject.

We must take Muslim nations at their word when they say they are developing Muslim brands with a view to the welfare of their Muslim citizens. But to achieve that aim, internationally-recognised standards will be important, by delivering clarity and ease of deciphering the various halal brands.

None of this means there is not room in the market for many brands. But there are tips to follow and pitfalls to avoid if a brand is to enjoy success.

Even where standards are shared, brands of course will vary. This is where differentiation is important. Brands can exhibit different values and can excel tremendously through communications and engagement with target consumers. For brands that want to win loyalty, standards are the technical backbone, the must-have qualities. But for the brand to engage with consumers, it must be a friend and support the consumer’s Muslim lifestyle.

The most important quality for a consumer halal brand is to offer clear, simple and credible information on what makes the product halal and who has certified it. With modern manufacturing techniques involving a myriad of ingredients and processes, and inputs from multiple sources, it can be hard for a lay customer to know definitively whether a product is halal.

From our own research across Muslim markets, we found that Muslim consumers yearn for brands to help them identify products to support their chosen lifestyles. The halal brand they select becomes a byword for the level of piety that suits them and represents who they are.

Brands must explain their halal credentials, of which one aspect is a clear and credible logo. But a halal brand is much more than a logo. It must stand for values that are important to the Muslim consumer: purity, integrity, transparency and wholesomeness, to name a few. For tech savvy futurists who are the most influential among Muslim consumers, putting clear information on the web is crucial. Equally important is that retail staff should be primed on the halal logo used and the certifier.

For products other than food and beverages, an explanation of what it means to be halal and how the product achieves it is even more important. In the halal cosmetics industry, this means no alcohols and no animal-derivative ingredients. There is also a growing trend towards ethical and organic production, as well as use of traditional, local ingredients.

What national brands must avoid is conveying a sense of competitiveness or bickering. While standards may vary, there is nothing more off-putting for Muslim consumers than what they see as the un-Islamic behaviour of putting another brand down or causing confusion. Above all, brands must exude credibility.

The last point is particularly crucial for halal brands from non-Muslim countries. Muslim consumers will ask: under what authority is this product deemed halal? Our research found that Muslim consumers are not averse to such brands. Whether they are of Muslim origin or not, along with halal credentials, what consumers want is quality, care and clarity.

Malaysia, Indonesia and Brunei are mooting unified halal standards. Such moves should be supported – the more products that carry a global halal brand, the more familiar and accepted it will be among consumers.

But unification is not easy. Participants must see the value in going through the process. In Brunei, for example, restaurateurs said the process was too complicated. Certification must be rolled out with positive buy-in, or it risks alienate those providing goods and services. Hotel owners in Malaysia faced exactly this issue.

The takeaway message is that credibility and clarity are the fundamental pillars of any global halal brand. Muslim consumers see halal brands as their allies in building their Islamic lifestyle. Halal brands must keep this trust in mind and ensure that their products and communications express how this trust is valued, and how the brand helps to safeguard its consumers’ well-being.

Shelina is a senior strategist at Ogilvy Noor, the world’s first bespoke consultancy for building brands with Muslim consumers. Ogilvy Noor is part of Ogilvy & Mather.

This week at Ogilvy Noor

It’s time for this month’s AdCritique, where we bring you an example of communications aimed at the Muslim consumer and give our expert analysis of its success, along with insights that you can use for your own communications. This month we are looking at Burj Bank’s “Shariat mein barkat” (‘Blessings in shariah’) campaign which increased their share of the Islamic Banking market in Pakistan four-fold.  You can see their communications and our AdCritique here.

And we are looking back on creative ways to understand Muslims, here is last weeks piece on the rise in interest in arts as one method, along with a piece we ran last year called “30 mosques in 30 days” looking at a Ramadan tour in the USA by two Muslims, to get to know better the American community.

News about Muslim consumers and the world of Islamic branding

Brunei launches its “Brunei Islamic Experience” in a bid to woo Muslim tourists

An Halal Integrity Management solution is to be implemented in Ningxia China to ensure food safety /quality from farm to fork

“ImHalal” search engine aimed at religious Muslim internet users urges investment in Muslim digital innovation

Halal children’s supplements are launched in Malaysia called “SafwaKids”

UAE residents eat out 11 times each week. Arabic, Italian and Chinese restaurants preferred… as are friends over family

Here’s an example of when to exercise caution with Muslim consumers “Islamic academic criticises shop’s apocalypse marketing”

Burj Bank’s new marketing campaign “shariat mein barkat” (blessings in shariah), grows its Islamic banking share fourfold

Brunei is to pilot the use of RFID technology to track halal products

Krispy Kreme announces halal certification.  Doughnuts remain unchanged, but they say the recent certification “means a lot to consumers”

Brunei Halal Brand is to set up base in UK to push sales and distribution

A new social media website says it is targeting Muslim networking needs with the name and strapline: “UmmahLinked: Care. Share. Grow.”

Will the increasing number of female graduates in the Gulf change how public and private companies hire and operate?

This week at Ogilvy Noor

First up, we are looking at innovative ways to really understand what it means to be Muslim.  Here are some top tips from world renowned arts and culture organisations on moving towards understanding Muslim experiences.

In our regular Fast Facts series we are taking a look at small but influential Brunei Darussalam.

And if you want a reminder on where to focus for 2012, here are some pointers on building your brand with Muslim consumers. And for some specific advice, here are 3 ways to ensure your communications engage meaningfully with them.

News about Muslim consumers and the world of Islamic branding

Muscat launches its status as Arab tourism capital of 2012

Egypt considered to be a  ‘great market‘ for Brazil’s halal chicken. Egyptians are to pay a visit to Brazilian facilities to monitor the halal processes used

Kenyan businesses are remaking products with halal certificates to appeal to a growing Muslim population that is increasingly demanding halal status

A halal product board is to be established soon, says Pakistani minister

Halal certification is a strategic issue in the Muslim world, says Indonesia’s Vice President

Government halal guidelines have been issued and are expected to help Philippine industry gain a share of the multi-trillion dollar global halal market

Kuala Lumpur tops the list of  halal friendly airports within the countries of the OIC. Halal is important, says CrescentRating who issued the list as airports are more than just a “place to catch your next flight”

“Kashmir ideally suited for Saudi tourists” says an Indian minister in trying to promote the region. He explains that its appeal lies in the fact it is “gorgeous” and “inexpensive” with plenty of halal food and mosques

Philippine tourist sites are attracting Malaysians

Indonesian chocolate sales are expected to jump 25 percent to $1.1 Billion

South African halal nail polish proves a hit with Muslim women

Kuwait is ready to become hub for Islamic finance

The three sections of the exhibition – Mecca, the routes to hajj, and experiences of contemporary and historical pilgrimages – give a sense of the anticipation, the journey and the arrival of the Muslim pilgrim. Paintings showing pilgrims departing from their home town give a sense of the community’s investment in pilgrims. Photographs of throngs of pilgrims in recent times give a sense of the enormous sea of people that can feel at once overwhelming and surprisingly intimate for those participating in the hajj.  The artistic contributions which see interpretations of the hajj give visitors a flavour of what hajj means to Muslims and how it feels.

In addition, the project is collecting an archive of Muslims telling their own stories about their own pilgrimage experience. It’s an interesting insight and a little dip into the collection brings Muslims to life.

There is an increasing appetite to use arts and culture to better get to know Muslims, so there can be deeper engagement through insights and understanding.  The British Museum is not alone in using arts and culture as a means to cultivate this understanding.

Later this year, the Louvre in Paris will open its Arts of Islam galleries. Its roof is designed to look like a floating sheet of silk, taking as its reference the Islamic headscarf.  The Louvre’s director says that the museum is about to put on show  “collections that have been largely neglected for 25 years.” The rising interest in getting to know Muslims and the Muslim world better must surely be one of the catalysts for the current developments.

Last year, New York’s Metropolitan Museum of Art re-opened its Islamic Art galleries which had been closed for almost eight years. Now on display is a significantly enhanced collection of 1200 items.  Its curator describes how Islamic arts located in the West can serve the goal of lifting the veil on the meaning that Islam brings to a vast global population. “Islam is not a single lens through which we view and interpret the art,” said Navina Najat Haidar, curator and coordinator in the Met Museum’s department of Islamic art. “Rather, it’s an inverted lens that reveals great diversity.”

The objective of gaining deeper insights into what informs and motivates Muslims is an endeavour that we feel will make a valuable contribution towards getting to know Muslims better.

This month we are looking at Brunei.

Official Title: Negara Brunei Darussalam (The Country of Brunei, Abode of Peace)

Population: A tiny 401,000 which means a density of just 68 people per km2

Economy: Total GDP of around US$6.5 billion and a per capita GDP of around US$18.3 thousand (2002). Oil and gas reserves mean high living standards, high literacy, long life expectancy and low unemployment; also no personal income tax, government-provided medical services and subsidized rice and housing.  There is a move to diversify, with tourism, foreign investment, education and developing human resources on the agenda. Brunei markets itself as a financial centre and as a destination for upmarket and eco-tourism. Brunei is highly dependent on imports.

Religion: The official religion is Islam. with two thirds of the population being Muslim. Buddhism, Christianity and Freethinkers are also present.

Geography: Located in South East Asia. It makes up just 1% of the land area of the island of Borneo, the remainder of which are part of Indonesia. It covers just 5,675 sq. km with a coastline of about 161 km along the South China Sea. The capital city is Bandar Seri Begawan

Government: Brunei is an independent sovereign constitutional Sultanate. The current Sultan is Sultan Hassanal Bolkiah and has been in his position for 44 years. He is advised by an appointed Council of Cabinet Ministers, Religious Council, Privy Council, a Council of Succession and a Legislative Council.

You might not know: Brunei has a national philosophy which stresses “the importance of Islam in daily life and governance, and respect for the monarchy as represented by His Majesty The Sultan. It is a philosophy of tolerance, which allows other cultures to follow individual traditions and to practice other religions.” Brunei was the only Malay state in 1963 to choose to remain a British dependency rather than join the Malaysian Federation.

This week at Ogilvy Noor …

We’re giving our top three tips for 2012 on how to talk to your Muslim consumers.

First, remember to demonstrate an understanding of the values that are important to Muslims and which inform their world view: just tagging on the label ‘Islamic’ is not enough.

Then, think about the crossover potential of your products: values that are important to Muslim consumers show universal appeal in general.

Finally, pay heed to the importance of community: speaking to one Muslim consumers by default means you are speaking to a community of people who feel a duty to look out for each other.

Read the full article here.

What’s been happening in the world of Islamic branding and Muslim consumers:

A fashion label from Germany “brings Islam onto the streets” is spreading from Europe across the Middle East

Malaysia is set to become a major destination for Muslim tourism

Indonesia’s halal beauty debate ponders the questions: is it halal? Does it need certification? Is it any good?

In an interview with the CEO of MCB Islamic Banking in Pakista he says that the “Potential of Islamic banking is immense”

Non-Muslim entrepreneurs and companies in Sarawak are being encouraged to venture into the halal industry

“Innovation And Premium Halal Products Key To Becoming Halal Industry Hub” says Malaysian official

The construction of a modern abattoir in Cotabato City in the Philippines is being encouraged by local government in order to boost the local halal industry

“When kosher meets halal”: an insight into the similarities, challenges and their importance to consumers

The lingerie market in Muslim countries is booming

Parliament must protect Turkish citizens’ right to consume goods produced according to religious teachings, says a Turkish union

Dubai tops halal friendly shopping destinations, according to a new list published of the shopping hot spots

Jakarta to be the headquarters for the World Halal Food Council (WHFC) from January 2012

The world’s top ten halal friendly holiday spots are revealed

British baker Kingsmill gains halal certification for its products

Davao pushes the Philippines-Saudi partnership to develop Mindanao just at the same time as halal lifestyle is being pushed for development in the area

In Pakistan, the provider of the ‘fastest growing Islamic auto financing product‘ is to install trackers in cars that are under loan, in order to protect their assets

By Shelina Janmohamed, Senior Strategist (Ogilvy Noor) and Shazia Khan, Associate Planning Director (Ogilvy & Mather Kuala Lumpur)

The year is in full swing, and you are busy implementing your marketing plans to draw in new audiences and ensure your products and brands are heard in the marketplace. To ensure your success in 2012, here are three insider tips on the segments that are going to grow this year, and what ‘hot buttons’ to press, to initiate relationships with your Muslim consumer.

1. Tête-à-tête

Talk to your Muslim consumers, by addressing the values that are important to them. Tagging on the ‘Islamic’ label is not enough. Estimated at US$2.1 trillion per annum, with a global audience of 1.8 billion, the Muslim consumer opportunity is one that you can’t afford to ignore. What is crucial is that these consumers tell us that their faith influences their consumption. Just as significant is the fact that it is the values that they hold dear, and want embedded in products and brands. If something is badged ‘Islamic’ or ‘halal’, the ‘Futurist’ Muslim consumers – the particularly influential segment within the group – will test the validity of this statement, and will embrace those whose values withstand the scrutiny, and will be scathing to those whose promises are found wanting.

Take heed from a company in South Africa that labeled pork as ‘halal’. Muslims will look for halal certification to verify whether meat has been prepared according to the Islamic processes. However, pork is totally forbidden to Muslims. When Muslim consumers found out they were outraged and Muslim companies took out a court order to prevent the company from using the halal logo. The company claims it has been the victim of a smear campaign, but admits that even if this is the case it will take them years to rebuild their reputation.

2. Cross-Overs

Mainstream and Muslim-friendly products and brands have a high degree of crossover. Make the most of this. It’s worth repeating the point that Muslim consumers are looking for brands that uphold the values that are important to them. These include values such as purity, cleanliness, wholesomeness, ethics, honesty and transparency. Of course many consumers, not just Muslims, are looking for these qualities in their purchases. If your brand and your product embody such values, then the clear opportunity is to ensure that you communicate to Muslim consumers as well as a wider audience.

Last year in the UK, the country’s first halal beauty shop opened in the city of Birmingham. The founder of the shop was inspired to open it because she herself is a vegetarian and interested in ethical issues. She said: “I wanted to use beauty products and cosmetics but was not prepared to compromise anymore by using products that I knew to be unethical. Halal certification ensures the ingredients used in the products are free from all animal ingredients and testing.”

Whilst the products clearly appeal to Muslim consumers, they are more widely suitable for consumers who are vegetarian, interested in ingredient purity as well as those who want to ensure their purchases are ethical.

3. Community Oriented

Muslim consumers believe in community, collective and corporate responsibility, so make sure you play your part, and play your part with sincerity. Dialogue with a Muslim consumer is dialogue with the whole community. Muslim consumers see it as their responsibility to share the good news about companies that support them, and vice versa. They also have expectations that brands will invest in the community and engage in the service of the community. Last year, in Egypt, Persil detergent and Pril dishwashing liquid were involved in volunteer drives in the areas that had been affected by the uprisings. They were promoting the motive “This is our place” and supporting young people in the clean up effort.