Creating brand mixes rooted in cultural beliefs

Several emerging markets have a strong Islamic cultural imprint. The client sought to develop compelling propositions for these markets.

Quantum felt that we needed to go beyond, and really understand these underpinnings, which influence decision making at a very deep level. We spoke to consumers, observers and religious experts to understand the visible and invisible pulls of the Islamic belief system.

We developed a set of values that are the cornerstones of this system. We found it made more sense for brands to align themselves to a set of deeper values, rather than visual imagery of a Muslim consumer. Quantum conducted a live concept recycling Garage, at the end of which the marketing team visualised five concepts that had been iterated with consumers from Indonesia, Pakistan and Saudi Arabia.

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