Re-branding Islam digitally.An insight-led, data-driven approach to drive change!

What is a brand?

Perception

Impression

Identity

Goodwill

Quality

Differentiation

Trust

Image

Reliability

Representation

Brand is an intangible asset.

It resides in your mind/heart/gut.

When did branding originate?

Is religion a brand?

Religious institutions have been excellent at marketing

a product /concept for a millennium, that we may

never be able to buy, touch or feel!

“Religions spread not by the forceof their charismatic founders, but bythe emotional zeal of their followerswho spend their days marinating in the dogma”

“The more a community convenes to exchange ideas around the dogma, the more emotional they grow about the ideas.

They, in turn, become influencers in that community and grow more motivated to seduce more followers to the religion”

What is the brand status of Islam?

Let’s use #hashtags to do a litmus test!

Let’s validate the brand status through a Google search

The extremist groups have taken control of the narrative, channels & influencers!

Communications Command Centre at

Al-Hayat Media Centre

“The Islamists have been very clever at re-branding. They have learned the franchising model from McDonalds.

They give you the methodology, standards and propaganda material.”

- Libyan Ambassador to the UAE on NY Times

Vengeance with velocity – 90,000 tweets per day till a message goes viral like a BuzzFeed article!

“The advance of an army used to be marked by war drums.

Now it's marked by a volley of tweets.”

Their sharpest weapon is the ability to amplify their real-time marketing & live broadcasting globally!

What is worse now is that prominent right wing global leaders are echoing very extremist views/opinions about Islam!

We need to re-brand Islam through positive, scalable & measurable digital activism!

Believe in the democratic power, scale & agility of digital

It has leveled the playing field for David & Goliath.

1

Setup systems for active, real-time social listening

Identify, Acknowledge & Define the problem statement

2

Decide on the campaign idea & the narrative around it

Tell a positive story that can evoke emotion & ignite action!

3

Experiment with storytelling in different formats

Practice A/B Testing

4

Optimize content to make it searchable & share-worthy

Give your content wings to fly!

5

Identify & analyze key influencersYou need them to go viral!

6

Leverage live-streaming & encourage citizen journalism

Make everyone involved, a journalist & a newsmaker

7

Be humble, entertain humor & engage in two-way communication

Foster discussions & debate!

8

Shape the conversation with #hashtags#TakeOnHate

#MuslimApologies

9

@falasteenager: I’am sorry that Adolf Hitler doesn’t represent Germany, but Osama Bin Laden represents every

Muslim and their mother #MuslimApologies

Maximize ‘OPM’ through social media.Crowdfund where you can!

10

Believe in the power of digital.Shape the narrative.

Make it searchable & share-worthy.Actively involve influencers.

Engage in active conversations.Amplify & achieve scale.

Measure your impact!

Be the change that you wishto see in the world !

@pranmaz

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