There were 58 brands awarded Superbrand status for 2012 from amongst a shortlist of 1,314 brands. Earlier, Al Islami won this award in 2005, 2008, 2010, 2011.

Dubai – Al Islami Foods, one of the top real halal food brands in the Middle East, has been included as super brand of the year 2012 by the Superbrands Council of UAE. Al Islami is the only food company to receive this honor for the fifth time, thus proving to be one of UAE’s strongest home-grown brand.

Al Islami was one of 58 brands selected by Superbrands Council to join its elite category. It is a huge achievement for the halal producer, especially since there are 1,314 top brands in the UAE all competing for commercial precedence.

Earlier, Al Islami won Superbrand status in 2005, 2008, 2010 and 2011.

The Superbrands Council consists of eminent figures in the world of branding and every Council member has a deep appreciation of what constitutes a great brand. The council’s decision was based on the results of an online voting by 2,500 marketing professionals.

The Superbrands awards are known to be a major celebration to pay homage to the country’s strongest brands, and are respected as the benchmarks in advertising and branding industry.

Saleh Abdullah Lootah, the Managing Director of Al Islami Foods, said:

“Despite slow economic activity and fierce competition, the recognition is a testament of Al Islami as region’s strongest food brand. The vision, business philosophy and strategic branding enormously contributed to this resounding success.”

He added: “We are delighted that all the efforts we have put into positioning the brand have been recognized. We will continue the high level of performance to enable us for the next year’s nomination.”

Mike English, Director of Superbrands Middle East & North Africa, commented:

“The fifth time success of Al Islami shows company’s consistent approach to its business standards. Al Islami is one of the few brands that have a long term brand development system. It is a precedent that other companies could follow to strengthen their positioning.

Superbrands is acclaimed worldwide as being the independent arbiter of branding excellence and are committed to paying tribute to exceptional brands and promoting the discipline of branding.

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2. UAE-based Al Islami Foods enters into partnership with Intercol
3. Al Islami Foods: Sales Grow 40% in 2007
4. Al Islami Foods Ties Up with Sharjah Coop Society
5. Al Islami Foods enters Saudi Arabia

It’s the beginning of 2012 and you’ve come into work determined to flex your marketing muscles and really make a splash for your brand by growing a new segment. Where should you look? The Muslim consumer.

Here’s why: a global population of 1.8bn people who say their faith shapes their consumption choices. It’s a market estimated at $2.1tr. And its movers and shakers are the ‘Futurists’: predominantly young, tech-savvy Muslims who take pride in their faith but embrace modernity, marketing and – most of all – brands.

So here are three tips on engaging with this lucrative, untapped and potentially very loyal consumer base: focus on finance, fashion and food.

1. Money, money, money

The Islamic finance industry is set to grow in size and stature. Its assets are already estimated at about $1tr. That may be a tiny amount compared to conventional finance but Deutsche Bank estimates it will almost double to $1.8 trillion by 2016 as a reduction in conventional lending pushes companies towards alternative financing methods. Ernst & Young points out that Islamic finance has already expanded at a compound annual growth rate of 20 per cent in the last three years, compared to 9 per cent for conventional finance.

Add to this companies like Emirates Airline which says it is looking to the Islamic finance market to fund aircraft deliveries as European banks back out of deals due to the eurozone crisis. Or that some big Western banks are turning to sukuk, Islamic bonds. HSBC, Credit Agricole even South Africa to name but three have all issued or are considering issuing sukuk.

And unless you’ve been locked in a dark room for the last 12 months you will know that the Arab Spring has spawned governments that are likely to look favourably towards Islamic finance, partly for possible ideological reasons but more likely because it can help them attract Islamic investment funds in the Gulf.

In retail banking, Islamic banks are popping up in places from Oman to Nigeria to Malaysia to the Gulf. This comes alongside Islamic finance windows opening in conventional banks, and staff being trained in delivering Islamic finance products to consumers. And no wonder. As the world’s financial markets lurch from one crisis to the next, consumers are wondering if there are better, safer and more ethical alternatives.

The challenge for this industry is to spend time thinking about how it engages with consumers. It really needs to show that it listens to their concerns and is not just ordinary finance dressed up in different clothes. What really makes Islamic finance both a better deal and Islamic too? The key is to communicate the benefits simply, clearly and on their own merits. The word ‘Islamic’ won’t be enough to engage with consumers. Communicating values and consumer benefits by connecting to core Islamic and ethical principles will reap success.

2. Have you thought about going ‘halal’?

According to Malik Musharaf, vice president of Malaysia’s Halal Industry Development Corporation (HDC), the global halal ecosystem is worth “more than $2.3tr annually and is fast gaining attention worldwide”.  He says the halal eco-system cuts across many industries, ranging from halal food and non-food products to halal-related services, including Islamic banking and finance, halal logistics, tourism and healthcare.

Halal means products follow Islamic prescription as well as being ethically delivered. Meat should be slaughtered in line with Islamic prescriptions which are very similar (but not identical) to kosher guidelines. And any products with meat or meat derivative ingredients must also comply. Products with alcohol or pork derivatives are not permitted.

To get your meat into some markets like Oman, halal certification is becoming a mandatory requirement. Halal is also on the upswing in countries like Austria, Germany and Switzerland. Halal compliance can create preference for your product and attract business, as suggested by this encouragement in Malaysia for Chinese restaurateurs to attract local and visiting Muslim restaurant goers. And one of the fastest growing segments of US beef exports are halal products, according to the US Meat Export Federation, underlining the idea that halal certification improves brand preference.

It’s possible that your product is already considered ‘halal’ and all it needs is an appropriate body to certify it as such. Or it may take a simple and small adjustment of an ingredient which affects neither quality nor cost to achieve this. For little effort, huge gains can be made.

First, demonstrate that you are aware of the needs of Muslim consumers. Second, invest what could be just a small amount to verify your products are halal. Next, ensure that the halal status is clearly communicated. What worries some brands is whether to shout about this or not. You don’t need to. Simple, clear and well-documented verification of halal status is the key step.

Muslim communities will help to spread the news and ensure that their peers purchase your products because they are halal. Good examples are Tom’s of Maine, Cabot Cheese and Tangerine Confectionery.

Getting your products halal certified might have more benefits than you expect, helping you reach a wider consumer base. Food producers say that consumers see kosher and halal products as safer, healthier and better for them.

Halal beauty products are increasingly catering to a consumer base that seeks purer, more natural, ethical as well as traditional ingredients, and finds that halal certified products meet the bill.

The Dutch company Innova Market Insights identified ten key trends to impact the food and beverage market through 2012 and beyond. The top trends relate to purity, authenticity and sustainability. Halal has a specific technical meaning but it also has wider connotations of purity, wholesomeness and environmental sensitivity, which Muslim consumers are adopting with increasing enthusiasm. More and more halal companies and consumers are investigating the entire ‘farm to fork’ lifecycle, which means that the halal, organic and ethical markets are likely to intersect in a big way.

3. Hijab-chic

In 2012 Muslim fashion will hit the global scene in a big way. The Islamic Fashion Festival will be going to Milan Fashion week, which means Muslim fashion will go international in size, reach and influence. In Turkey, a women’s magazine exploring the crossover between fashion and faith became so popular that it is outselling Vogue and Elle.

So ask yourself, will your brand be the one of the pioneers that grabs first mover advantage, talking and engaging with Muslim consumers? According to Bloomberg it’s a market worth around $96 billion dollars. You’d like a slice – even a sliver – wouldn’t you?

They key to targeting this consumer is to understand that Muslim women – and of course it is women in particular – increasingly see no conflict between faith and fashion. In fact, today’s Futurist Muslim consumers see fashion precisely as an expression of their faith and are proud to wear their faith, literally, on their sleeves. So please, no frumpy out-dated styles, this segment wants cutting edge, fashion forward lines with brands that are proud to demonstrate their modest credentials.

The great thing for brands is that these modest parameters are consistent across the globe; the variation is in local colour and heritage. Currently this landscape is populated by start-up brands and online retail is the medium of choice. The first mainstream brand to bring a line to market and make it available in store – and note that it is not only Muslim women who are interested in modest dress, so the potential market is much larger than estimated here – is likely to elicit strong brand preference in this affluent, brand loyal and underserved segment.

In fact, this final principle will hold you in good stead whichever of our top tips you embrace. If 2011 has shown us anything, it is that the Muslim market is a rising force, both politically and economically. With six of the Next 11 being majority Muslim markets, the Gulf Cooperation Council being a rising economic force and India and China’s huge Muslim minorities, the Muslim consumer segment is an opportunity you need to put on your to-do list right now.

Shelina Janmohamed is a senior strategist at Ogilvy Noor, a specialist consultancy for building brands with Muslim consumers. Ogilvy Noor is part of Ogilvy & Mather.

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2. Opinion: Meet the Futurists: the new Muslim consumer
3. USA: Brand Courage and the American Muslim Consumer
4. American Muslim Market 2011: Business Landscape & Consumer Needs Study
5. USA: 3rd Annual Muslim Consumer Conference (AMCC)

KUALA LUMPUR, The global halal market will once again look to Malaysia as a key mover of the halal industry with the publication of Marketing Halal: Creating New Economy, New Wealth, an informative book by Liow Ren Jan, which is fully endorsed by the Halal Industry Development Corporation (HDC). The book which is a publication of MPH Group Publishing was launched by the CEO of HDC, Dato’ Seri Jamil Bidin at the MPH Carnival 2011 in Mid Valley Exhibition Centre.

In his foreword, Dato’ Seri Jamil Bidin said that the book will once again serve to position Malaysia as a thought leader in the global halal arena. This would be an excellent read for entrepreneurs or academics who are interested in halal marketing. It was noted in the book that halal authorities such as the HDC are more than encouraging for entrepreneurs venturing into the halal business.

The author, Liow has always envisioned writing a book of international interest that would form as a reference point for companies and individuals around the world to understand the essence of Halal, and ways to marketing halal products and services in order to generate wealth for countries and individuals.

Marketing Halal documents what the author has learned through real-world, practical experiences and his journey in starting up, running and marketing a halal food business. The author hopes this book will inspire others to write as well, creating literature that will assist the development of the halal industry into a driving force that creates new wealth and a new economy.

“I truly believe in the promise of Halal and I want to bring this forward to Muslims and non-Muslims alike. It is the promise of quality, food safety, hygiene and fair trade in Halal that I believe will help the industry cut across a wider spectrum of consumers of various ethnicities globally. This book will help the entrepreneur navigate through this complex industry, and aims to inspire through its various case studies and success stories” said Liow.

In his speech, the author Liow said when he first started, he often wondered whether a non-Muslim going into the halal business would be accepted. Venturing into a complex industry driven by a religious need was an eye-opener and he has learned much from his peers in the industry as well as through his own experience in marketing a Halal ready-to-eat meal brand, Sri Kulai.

Liow Ren Jan, is the founder and CEO of AYS Sdn Bhd, the manufacturer of Sri Kulai ready-to-eat meals, which are available in major supermarkets throughout the country as well as in airlines, private hospitals, restaurant chains and tourist destination operators. Since the company was founded in 2008, it has won numerous awards, including “Industry Excellence Awards 2010: Product Excellence” from the Malaysian government and “Best Halal Product Award” presented at the World Halal Forum in 2009. Liow himself was awarded “Outstanding Chinese Business Leader” at a ceremony held in Beijing in 2010 to honour top Chinese business leaders from all over the world.

You can purchase the book from any where in the world by going online to: http://www.mphonline.com/

ABOUT THE BOOK

Title: Marketing Halal: Creating New Economy, New Wealth
Author: Liow Ren Jan
Publisher: MPH Group Publishing
ISBN: 978-967-415-002-0
Malaysia Price: RM32.90

Book highlights:
a. fundamental rules to marketing Halal successfully
b. The bigger concept of “Halal Toyyibban” – permissible & wholesome
c. Global market size for Halal products & services

d. The “Do’s” and “Don’t” by successful industry players

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5. Opinion: Islam-centric branding and marketing essential for global businesses

Another advertiser pulled out of TLC’s All-American Muslim—but it’s not because the company is ‘Islamophobic.’ It’s simply a terrible program, writes Asra Q. Nomani.

As a real-life American Muslim, I should have loved the new TLC reality show All-American Muslim. I agreed with CBS anchor Katie Couric when she said we need a “Cosby Show for Muslims.” But after I eagerly watched the first episodes, I’ve got to say I think we ended up with something more like a Muslim Jersey Shore, the low-grade MTV series about Snooki’s party life in New Jersey.

Forget political correctness. Lowe’s, the national chain, did the right thing in pulling its advertising from the series. The company said it killed advertising from the show because it had become too controversial, but there is another legitimate reason the company could have given for yanking its advertising: it’s bad TV.

Adam Rose / TLC

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Twelve months ago American Muslims were fired up with optimism that the moment had come for U.S. brands to embrace them.

In a struggling market, 7 million Muslim consumers with an estimated spending power of more than $170 billion seemed to have come of age at the very moment when brands were in greater need than ever of new growth opportunities.

But 12 months later brands still appear ambivalent despite the open arms with which Muslim consumers are inviting them in. So why are brands hesitant to commit themselves to serving this powerful demographic?

It’s been a tumultuous year. The controversy over the mis-named “Ground Zero” mosque grabbed headlines around the world. Media-baiting Pastor Jones threatened to burn the Qur’an. Osama Bin Laden was killed. The 10th anniversary of 9/11 came and went.

And then the Arab Spring turned the Middle East upside down, igniting fears that Islamic governments with hostilities toward the West might sweep to power.

With this political backdrop you can hardly blame brands for being nervous about speaking publicly to Muslims and welcoming them into the bosom of their marketing strategy.

Friends in need

Despite the events of the past year, American Muslims continue to remain optimistic about their place in American society.

In a Gallup poll released in August of this year 60 percent of American Muslims said they are “thriving.” Dalia Mogahed, the director of the Abu Dhabi Gallup Center which published the report, added that Muslims “feel a greater sense of belonging in their country” than they did in 2008.

What this means is that brands need to demonstrate commitment to the idea that that the Muslim consumer market is valuable. Muslim consumers recognize the political climate within which brands are operating, and appreciate them sticking their necks out. The response is loyalty, pride and collective endorsement. Friends in a time of need are not forgotten.

All-American Muslim

The “Happy Eid Al-Adha” image on a Best Buy flyer sparked controversy, but ultimately won customers. Image courtesy of TechCrunch

Last year, U.S. consumer electronics retailer Best Buy prompted a backlash when it referenced the Muslim festival of Eid in a holiday flyer. Best Buy stood by its decision, winning the support of Muslim consumers in the process.

This year’s marketing campaign by health food supermarket chain Whole Foods to promote Saffron Road halal foods during the month of Ramadan also faced criticism. They too held firm, sales went up 300 percent and Whole Foods acquired a new segment of customers.

Just last month, TV channel TLC began airing an eight-part series called All-American Muslim, which follows the lives of five American Muslim families in Dearborn, Michigan. The pilot episode pulled the second-highest ratings of the station’s reality TV shows, beaten only by Sarah Palin’s Alaska.

Predictably, the show has stirred controversy but TLC has kept it on the air and it continues to gain ratings. From a brand perspective this kind of courage is proof that addressing Muslims can and does pay off, and that mainstream America is ready and willing to watch.

But other Muslim-centric content has fallen foul of the political climate. A new superhero cartoon series called The 99, based on the Islamic idea of God having 99 attributes, was bought by a mainstream American channel. With the inflamed political backdrop, the channel has shelved it indefinitely. This is a case where courage is much needed.

From kosher to halal

There is great precedent for American brands reaching out to segments that are part of the fabric of American life, even in the face of objections. In 1911, Procter & Gamble was the first company to advertise that its vegetable shortening product, Crisco, was kosher.

Whole Foods increased sales by 300 percent by selling Saffron Road Halal products

In 1915 the New York State Legislature enacted the United States’ first Kosher Food Law, which was to serve as a model for all subsequent kosher food legislation. This law has been challenged again and again by those who claim it is unconstitutional, but it has stood the test of time.

The U.S. kosher market has grown today to an estimated $12.5 billion, but only 25 percent of kosher consumers are actually observant Jews. Other consumers believe simply that kosher food is healthier. Muslims believe that halal food will have wider appeal than its core target Muslim consumer for similar reasons.

Courage and rewards

The lesson from these examples is that courage and investment in communities pay off. Muslims will respect and show loyalty to brands that support them in the public space. They are not asking for political or media support. In fact they want brands to avoid the political discourse and treat them as mainstream consumers with mainstream needs.

The events of the last year indicate that companies will need to demonstrate courage in embracing this strategy. The good news is that Muslim consumers recognize this and the reward from them is loyalty and public devotion.

Related posts:

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4. USA: Conference Explores $170 Billion American Muslim Consumer Market
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He said they should also refute the malicious disinformation and spin which were intended to give a wrong picture of Muslims.

“Prejudices, racism and Islamophobia are tangible expressions that do not go away easily.

“So, effective PR is one method to address these problems and reinstate the truth,” he said.

His speech was read by the ministry’s advisor, Datuk Nik Zainiah Nik Abdul Rahman, at the 1st Global Congress for Muslim Public Relations Practitioners here today.

On Malaysia’s role in promoting Islam, Mukhriz said, the nation had played a major part by developing an Islamic financial system and the halal industry.

“The global halal market is valued at US$2.7 trillion annually, fuelled not only because of the huge Muslim market, as non-Muslims now consider halal products more hygienic and reliable,” he said.

On the Islamic financial system, Mukhriz noted that the number of Syariah-compliant loans had begun to rise, indicating the growing demand for such financial tools from among Muslim and non-Muslim clients for Islamic financial products.

“It is no longer strange to see international commercial banks issuing Islamic loans to clients,” he said.

The first-ever global congress for Muslim PR practitioners is jointly held by the International Islamic University Malaysia and Tehran-based Kargozar PR Institute.

The three-day conference focused on paper presentations, dialogues and panelist discussions, comprising more than 200 delegates from Malaysia and neighbouring countries.

The congress was set up to create a platform for discussions among PR professionals on how to be more effective, discussions on current world issues and the important role of Muslim PR practitioners.

BERNAMA

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5. Opinion: Islam-centric branding and marketing essential for global businesses

Ogilvy Noor

There is a consumer segment that is growing faster than any other globally. In regions where both population and economy are stagnant, there is one group of consumers set to grow in both size and spending power: the Muslim consumer segment.

The global ‘Halal’ market is estimated at US$2.1 trillion, growing at a phenomenal US$500 billion annually. Muslims account for 23% of the world’s population and are expected to grow by 35% to be 2.2 billion in 2030. Muslims make up approximately 60% of the population of Malaysia.

The movers and shakers, the ones leading Muslim consumer trend, also dubbed ‘The Futurists’ tend to be under 30. This 42% of the Muslim population command disproportionate influence. Marketers who wish to build a relationship with these consumers need to recognize that glib generalizations are not enough. Industry consideration on how to best speak to Muslim consumers has grown rapidly in the last few years.

“Islamic Marketing” or “Islamic Branding” as it’s colloquially known is fast becoming one of the most hotly debated topics in today’s marketing circles. ‘Halal’ is moving beyond the conventional good, wholesome and pure. It is extending to beauty, pharmaceutical and even tourism. At the heart of this ‘Halal’ revolution is the unsung consumer, the new age Muslim consumer, the Futurist, responsible for shaping branding and marketing for the generations to come.

So who are these Futurists? In our segmentation of the Global Muslim consumer population, the Futurists show marked difference in values and behavior compared to the Traditionalists. Those brought up inthe aftermath of 9/11, have a strong sense of identity as Muslims, some suggest. They are twice as likely as theTraditionalists to say that ‘religion gives me a sense of identity’. It is this sense of purpose that differentiates them from global Gen Y populations. They are proudly individualistic unlike the Traditionalists who seek belonging and social harmony. The Futurists are driven by success and progression.

They believe in an Islam that is flexible, that allows them to find their own path, balancing their sense of self within the realms of the Ummah or society.

The Futurists are inarguably the first generation of educated, world travelled and tech-savvy Muslims. They use the knowledge of the world and their experiences to improve their lives and those around them. They are tomorrow’s catalysts, confident in using their knowledge and skills to bring about a positive change in their worlds.

For Marketers, the Futurists are an ideal target audience, simply because they enjoy the deepest relationships with brands. They seek brands that embrace the values that are important to them: humility, transparency, purity and togetherness; brands that shape the communities they serve and demonstrate a higher purpose that goes beyond product delivery. Brands that ignore or stereotype them will do so at their own peril.

If the revolution in the Middle East is anything to go by, the Futurists have a way of getting heard.

Shazia Khan is the Associate Planning Director Kuala Lumpur, and Shelina Janmohamed is the Senior Strategist for Ogilvy Noor.

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4. USA: Brand Courage and the American Muslim Consumer
5. Opinion: Islamic Branding and the Revolution 2.0

There’s some irony in news that McDonald’s and Tim Hortons are jumping into the high-end coffee business.

Starbucks, the omni-present purveyor of lattes and espressos was probably most responsible for raising the bar on what constitutes good coffee. But with a Starbucks practically on every corner, it’s become the McDonald’s of coffee in some people’s minds, a mega corporation whose core product is getting mediocre reviews.

But what a lot of us aren’t prepared to admit is the Seattle-based company changed the way we view our daily jolt. The evidence is in the fact two of Canada’s biggest fast-food chains are moving into what the Toronto Star notes is a a $1-billion annual market.

Tim Hortons, home of the double-double, has announced it will install espresso machines in a thousand of its locations this month.

McDonald’s which had already upgraded its brewed coffee and bolstered it with free promotions, launched a national media campaign for its McCafe espresso brand.

“This is no longer fast food. ” McDonald’s Canada president John Betts told the Star this week. “This is great food served fast.”

Tim’s, the country’s biggest fast-food chain, expects to have espresso machines in 2,500 of its 3,000 locations by mid-December. McDonalds is installing the McCafe setup in its 1,400 Canadian locations as part of a billion-dollar makeover.

Both plan to undercut Starbucks, with Tim’s offering 10-ounce espresso-based drinks starting at $2, while McDonald’s will charge $2.29, compared with $3.52 at Starbucks.

McDonald’s is backing its effort with a major ad campaign that includes coupons for a free espresso mailed to almost every Canadian home.

The key to the expansion of espresso drinks has been the evolution in the way they’re made. Espresso was once limited to exotic little coffee bars and Italian restaurants, prepared with big, shiny machines that hissed steam.

Starbucks popularized espresso drinks and their baristas manually made lattes and cappuccinos to order, even if the espresso itself was no longer hand-pressed. But new espresso machines are largely automated in preparing all drinks, making them viable for fast food restaurants.

The brewed-coffee landscape is also changing. Wendy’s is introducing a new custom-roast, freshly ground brew at about 100 Canadian locations, the Globe and Mail reports.

In fact, a Globe blind taste test by a panel of coffee experts ranked Wendy’s Redhead Roasters Coffee ahead of McDonald’s, Tim Hortons and Starbucks. The endorsement of Wendy’s coffee was half-hearted but Starbucks’ brew got roasted, so to speak, with terms such as bitter, burnt toast and charred.

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5. Canada: Global Halal Food Market

fastcoexist.com

A new study of consumer engagement finds that companies that aren’t making a difference—to the world and to consumers—aren’t going to be around much longer. Instead of just making your product incrementally better than the competitor, you need to create impact.

We interact with brands almost every moment of our day. From the moment we wake up, we’re being bombarded with logos, advertisements, and products, all designed to make our lives easier but also to make us feel a connection to companies. But most of that work is totally meaningless: most people don’t care about brands, and think that only a few positively impact their lives. More importantly, brands that are perceived as irresponsible or just creating products with no meaning are in danger of being severely punished by consumers.

The state of brands and how they affect well-being was measured by media consultancy Havas Media. Umair Haque, the director of the Havas Media Labs and Harvard Business Review blogger who writes frequently on how business can create real value, says that the study is about discovering how people are interacting with businesses in a world where many people feel that institutions are crumbling: “In an age where institutions are failing and contracts are broken, and people are clamoring for more—pounding their fists for better—we’re asking: What is the role for a brand? And how is the relationship between people and boardrooms changing? People are beginning to say: ‘What you’ve been able to give us in the past isn’t good enough.’”

How is the relationship between people and boardrooms changing? People are beginning to say: ‘What you’ve been able to give us in the past isn’t good enough.’The most tangible outcome of this is that the Meaningful Brands survey—which spoke to 50,000 consumers in France, Spain, the U.K., Germany, Italy, Mexico, Brazil, Colombia, Chile, Argentina, China, Japan, India, and the U.S.—found that only 20% of the brands they interact with have a positive impact on their lives. And they feel that 70% of brands could disappear entirely without them noticing.

What’s the trick to making a brand meaningful? Focus on outcomes, not outputs. The criteria, says Haque, are simple: “Did this brand make you fitter, wiser, smarter, closer? Did it improve your personal outcomes? Did it improve your community outcomes? Did it pollute the environment? We’re trying to get beyond “did this company make a slightly better product” to the more resonant, meaningful question: Did this brand actually impact your life in a tangible, lasting, and positive way?”

Haique cites Nike+ as a prime example. “Instead of putting up another campaign of billboards with celebrities saying ‘Buy our shoes, they’ll turn you into a master runner,’ Nike+ actually helps makes you a better runner. That’s a constructive way to build a meaningful brand.”

But the 10 most positive brands aren’t necessarily the do-gooding corporate entities you might expect: The top 10 are:

1. Ikea
2. Google
3. Nestlé
4. Danone
5. Leroy Merlin
6. Samsung
7. Microsoft
8. Sony
9. Unilever
10. Bimbo

There aren’t a lot of companies on that list that you might associate with anything but outputs, and certainly none that would be on any list of major companies giving back (though company founders like Bill Gates have, of course, become hugely important in terms of personal philanthropy). But that’s starting to shift. More than half (51%) of consumers want to reward responsible companies by shopping there; 53% would pay a 10% premium for products from a responsible company. And they want companies involved: 85% of consumers want companies to be engaged on global issues, but only 22% think they’re getting enough. Haque says that if companies don’t start responding to these trends, they’ll be punished:

“If you have a company where a small but significant number of people are saying this is beginning to negatively impact us—I think for companies that face that challenge, unless they take the idea of difference seriously, those numbers are going to grow. We don’t see intensely negative feelings [for companies] at the moment, but my guess is that for companies that don’t get their acts together over the next decade, we will see those numbers begin to shift.”

Want to make sure your company doesn’t fall into that category? It may sound simple, but it’s difficult to execute: “Impact people’s lives. Focus on well-being from your product. That’s tough. You have to have that right from the get-go.”

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When it comes to the growing arena of marketing to Muslims, the big question that the marketing industry is grappling with is: can you really speak of such a thing as a single homogeneous Muslim consumer, regardless of where they are in the world? The upcoming events of hajj and Eid ul Adha offer us an excellent perspective on the answer to this question.

Whether cultural or religious by nature, whether based in the East or West, the once-in-a-lifetime journey of the hajj is deeply ingrained into Muslim life. The timing of this event, its rituals and its importance are all described very clearly in the Qur’an, the sacred book that guides Muslims in their religion. Eid ul Adha, which is marked in remembrance of the sacrifice that the Prophet Abraham was willing to make by giving up his son for God, is also shared across the global Muslim population.

Wherever Muslims may be, whatever language they speak, or whatever their cultural context, these are pivotal events in their lives, the same the world over. The values they embody are echoed from Iraq to Indonesia to Iowa, from the Maldives to Mecca to Minnesota. The hajj is about the global Muslim community known as the ummah. It is about the ultimate travel to the house of God. It is about experiencing in person the brotherhood and the equality of all nations and races standing together in communal worship. It is about emerging purified of sin once the hajj is completed. It is about experiencing hardship and difficulty in order to complete one of the fundamental forms of worship in Islam.

The Eid too has shared values. Eid ul Adha is about sacrificing what you love in the way of God, just as did Abraham. Muslim families will often slaughter an animal (or more likely, have one slaughtered in an abattoir). Some of the meat will be shared amongst friends and family. Of course one of the collective values of Eid is family. But part of the meat is given away to the poor as a form of charity. And this of course is the other aspect of the celebration of this Eid festival.

Across the world, Eid ul Adha is known in many different ways and is celebrated in many different fashions. In the subcontinent it is often referred to as the “Bakri” or “Bakra” Eid in reference to the slaughter of an animal that takes place. In Pakistan there is a sweet treat for the morning, called ’sheer kurma’, made of milk, vermicelli, nuts and dried dates.

In Saudi Arabia the tradition for visiting relatives is in order of family seniority. On the first day the patriarch, or the oldest male member of the family, receives the first visit. On the second day the second eldest is visited and so on.

In Gambia Eid ul Adha is called ‘tobaski’. Up and down the country there are barbecues that take place. Children ask for pocket money from family and neighbours in order to buy ice cream or cakes, and on one of the main strips Kairaba Avenue, the children wander around looking to buy the treats.

In North Africa the occasion is referred to as “Eid el Kibir”, Like many other cultures around the world, sweets feature high on the list of local customs, and Morocco is no exception with its own cookies and pastries. Breakfast may consist of herbel, a wheat and milk soup, and other specialties like msemen, a fried dough, and krachel, sweet rolls made with aniseed, sesame and orange flower water. Meats like liver and heart are also prepared on the day of slaughter.

In Malaysia, Indonesia and Singapore the festival is called ‘Hari Raya Haji’ or ‘Lebaran Haji.’t is “Tfaska Tamoqqart” in Jerba and “Babbar Sallah” in West Africa. Turkey calls it “Kurban Bayram”, the feast of sacrifice. And the list goes on.

The vast array of names is evidence of a key point: the celebrations have been localised and integrated with the local culture, but they share the same root values. Although they are held in different ways, with different customs and traditions, we can say one thing with certainty: that the meaning and values underpinning this multitude of celebrations are the same.

And that brings us back to our original question: is there any such thing as a homogeneous Muslim consumer? Homogeneous, clearly not. But what we can say is that there are principles and values that bind them together as Muslim consumers. The hajj is a great example of an event unique to Muslims through which experiences are shared. Eid ul Adha is another, where Muslims enjoy expressing their cultural diversity. But wherever Muslims are, they are aware that they are part of the wider Muslim ummah as they celebrate the occasion.

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