Mapping cultural change and engineering consent – through social networks and identifying key stakeholders

Purpose To provide insight into how Public Relations can be used in an innovative manner, when looking to harmonise social, resource-based and financial equity - through strengthening stakeholder relations and capitalising on dynamic extended networks. Following this, the suggestion is that the root of its successful execution lies in mapping cultural change and then embarking on a process of engineering consent. Areas of discussion are offered, in the interests of stimulating new thinking and further knowledge - surrounding public relations, also within a Muslim context. More specifically, Iranian culture and the differences between Arab and Persian-centric approaches, towards an adherence to Islamic ethea are considered. Design/methodology/approach Interpretive phenomenological analysis and syllogisms, as a basis for conceptual metaphor theory, inductive reasoning and critical discourse analysis. Evidence supported by discussions and participant observation methods. Findings Consumers are becoming more significant in shaping the PR agenda. Furthermore, the evolutionary growth and mutations spawned by Web 2.0 draw non-brand users, social networks and anti-branding movements towards engagement and the possession of greater social capital. When gifting stakeholders with a larger share of voice, consumption definitions become judged less by tangible transactions; and more by figurative, intangible and co-dependent communication drivers. In addition, with the increase in interactivity afforded by media channels, two-way communication, and the inclusion of more parties; a normalisation and leveling of information also occurs. Originality/value The paper attempts to respond conceptually to phenomena with point towards an increase in the significance of technology, fused with social networks and cultural hybridisation. Finally, there currently exists little academic material examining public relations, with consideration of varying Muslim perspectives, cultures and schools of thought. Furthermore, analyses which are reflective of examining the nuances between different Muslim nations remains scarce. To this end the following paper attempts to highlight and address some of these issues

‘The Pinocchio Effect’ – when managing the brand creation process, across cultures

In global marketing and international management, the fields of Branding and Culture are well discussed as separate disciplines; within both academia and industry. However, there appears to be limited supporting literature, examining brands and culture as a collective discipline. In addition, environmental factors such as ethnicity, nationality and religion are also seen to play a significant role. This in itself adds to the challenges encountered, by those looking to critically apply learning and frameworks, to any information gathered. In the first instance, this paper tries to bring aspects together from Branding and Culture and in doing so, aims to find linkages between the two. The main purpose of this paper is to distil current brand thinking and explore what impact cross-cultural, cross-national, and ethnic interactions have on a brand’s creation. The position of the authors is that without further understanding in this field, a brand will experience what has been termed by them as the ‘Pinocchio Effect’. Pinocchio was a puppet who longed to become a real human being; but sadly encountered difficulties. The conclusion presented is that the critical long-term success of a brand lies in three areas: how it is created; the subsequent associated perceptions; and more specifically in the reality of the relationships that it enjoys. Collectively these processes necessitate an appraisal of connecting strategic management procedures and thinking. Finally, this paper looks into proposing future methods for brand evaluation and strategic management. The aim is to stimulate further thinking in a field; which transcends national, ethnic and cultural boundaries - in the interests of developing new insight, and to provide a platform for marketers to develop more effective communications

The quest for transformational leadership and brand singularity

Whether that transformational leader is a person, brand, organization, or nation – I argue that the same blueprint applies to all. A further challenge occurs when trying to widen the net in order to galvanize several streams of leadership and innovation to achieve collective singularity. This article contains some of my musings. In everyday conversations, the terms Manager and Leader seem to be used interchangeably. Also, over the past thirty years or so the term Transformational has crept into our vocabulary as a concept, which is moving thinking away from economic transactions – towards collaborative and emotional transactions that bring change. A challenge occurs when attempting to galvanize several streams of leadership and innovation, whilst looking to achieve compelling brand singularity across all functions

Londonistan is open for business with the Muslim world

The 9th World Islamic Economic Forum (WIEF), held for the first time outside of the Muslim World came to London at the end of October. At the opening ceremony, His Excellency, Professor Dr Boediono, Vice President of Indonesia said: “The world is a fast changing place where all sorts of novel interactions and new forms of partnership are sprouting at the same time, we are also witnessing a growing number of conflicts brewing in many parts of this planet. Many of such regions happen to be where our Muslim brothers live.” This article captures some of my thoughts and observations whilst covering the event - as a Londoner with a press pass, busy blogging for the Huffington Post

A culture and consumption-based global perspective on Halal offerings

The focus of Dr. Wilson’s talk is to encourage new conceptual arguments of relevance and practical use when creating Halal branded commodities, with additional consideration given to the Japanese experience

Okay, I'm done with study - it's time to get a job

You’re putting the finishing touches to your last degree assignments, cramming for your final exams; and now the moments you’ve been waiting for are almost ‘round the corner – no more study, graduation, and getting a job. Here are some tips to help you along the way