Wilson, Jonathan (2014) Brand Islam is fast becoming the new black in marketing terms. The Guardian. ISSN 0261-3077

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Abstract

We should be paying more attention to the 'third one billion' and the Islamic economic paradigm, argues Dr Jonathan A.J. Wilson.

Two key arguments made:

“In 2010, Miles Young, Global CEO of Ogilvy, described Muslims as the "third one billion" in terms of market opportunity, and bigger news than the Indian and Chinese billions… If we look at Jim O'Neill's acronyms for the emerging economies to watch – in 2001 it was BRIC (Brazil, Russia, India, and China); and more recently in 2013 MINT (Mexico, Indonesia, Nigeria, Turkey) – then it's clear that economies with large Muslim populations are growing in importance.”

“We've moved beyond Theodore Levitt's 1983 Harvard Business Review classic on globalisation. Globalisation has not made us all the same – we are seeing evidence of duality rather than singularity. On one level there is a convergence, but we are also becoming more cultural as a mechanism of coping and maintaining a unique identity. This is more about having a cultural compass than a moral compass.”

Item Type:	Article
Additional Information:	[1] Published in the Guardian Media Network section. Posted by Jonathan A.J. Wilson Tuesday 18 February 2014 17.39 GMT. This article was published on the Guardian website at 17.39 GMT on Tuesday 18 February 2014.
Uncontrolled Keywords:	Islamic marketing, Islamic finance, halal, Islamic economies, Muslim economies, Muslim markets, Muslim consumer behaviour, globalisation, emerging markets, advertising, branding, BRIC, MINT
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Faculty / School / Research Centre / Research Group:	Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	Publisher
Last Modified:	14 Oct 2016 09:26
URI:	http://gala.gre.ac.uk/id/eprint/11166

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