Myriad challenges of global image positioning

As hundreds of products and services based on Islamic values, from halal foods to Islamic banking, grow at a phenomenal rate, the perception of their image positioning becomes an even more complex global challenge.

Historically, successful mega revolutions always relied on the incubation of very simple ideas, creating mass appeal and the hassle-free propagation of the master concepts leading to worldwide acceptance. But today, with the occurrence of global image shifts headed toward Asia, even the best of ideas become trapped.

Today, it's all about image leadership mandate, a process to carve out a niche among the global opinion. Creating a globally acceptable message, with built-in features so it becomes a self-propagating cyclonic brand identity, and an unstoppable force now demands special rules of engagement.

This is not achieved by logo-centric and slogan-happy branding, or by simply attaching the word 'halal' or Islamic to any product.

To nurture a revolutionary movement, the study of global image-landscape is crucial. These complex issues are often perceived as being fully accomplished as exercises of massive focus group studies or repeats of traditional prolonged research processes, where outdated case studies of some once-great western projects only producing outdated results.

Today, this subject demands a commanding knowledge on how mass communication and global media strategies are managed, and how new fresh ideas are deployed.

To create a world-class image leadership mandate within any mega project is to define, design and own a master blueprint and to possess the tools necessary to scan the global landscape during its implementation.

For this very reason, there are no major globally recognised brands to talk about, which have arisen out of Muslim countries.

Today, it's all about the knowledge gap, as this highly-specialised advanced-level of expertise, delivered with the greatest loyalty to the master cause is absent from most of the high profile conferences in Muslim countries, and is often completely missing from any serious agenda debating this critical issue.

Competency

Unless these levels of competency were to be properly addressed, the subject of image will simply linger in the dark. The Oblivion Syndrome, a business documentary, available on the internet, convinces one that branding efforts are charging forward into global stardom, but in reality, are slipping into decreased visibility, in other words, total oblivion.

Despite all the attention to these issues, respondents are often not taking the bold steps to activate a process to immediately start altering the situation.

The image blame game of the past must be replaced by massive training and grass roots incubation of image and brand savvy culture so that the nations become confident in knowing the art and start enjoying the benefit of its skilful application. There are a series of such nationwide programmes already drafted that can alter the course under the right leadership.

For nations seeking a sharper image on the global stage, they must band their exportable competencies and create the ambassadorial brands that can go out and touch the customers of the universe, but they must play these games with great care and with a deeper understanding of icons under the established rules of engagement.

For CEOs of major projects, take the Five Star Standard test available on the internet today and open a serious discussion backed by professional evaluations while looking at world-class solutions to this dilemma.

The writer is an expert in global image and name branding.