Gary Barnabo
Preamble
The Islamic brand is a new trend the world is seeing today. Miles Young, chairman of advertising giant Ogilvy & Mather Asia Pacific, recently presented a session on the subject at the World Islamic Economic Forum in Kuala Lumpur to a full house. This witty, tie-loving Englishman took a break from his sessions at Putra World Trade Centre to tell ANANDHI GOPINATH what an Islamic brand is, and how the marketing world is about to change because of it.
Since the terrorist attacks of 11 September 2001, carried out by radical Islamist jihadists linked to violent organizations based in the Muslim world, US-Islamic relations have been characterized by mutual misunderstanding, gross stereotyping, vitriolic media portrayals of Western-Muslim interactions, and most troubling, negligent government policymaking. In the post-9/11 global environment, there is a perception among many citizens of the United States and Muslim-majority countries in the Middle East, Asia, and Africa, that Samuel Huntington’s prediction of a “clash of civilizations” has come true. Regrettably, at a time when amicable partnerships and mutually-beneficial relations are most needed, the United States and Islamic world often appear further apart than ever.
An improvement in relations between America and the OIC nations is a prerequisite to forging solutions to the world’s pressing political, economic, and social problems. The United States cannot confront transnational Islamist jihadism, prevent the rise of unfriendly regimes, or secure its global interests without building and maintaining strong partnerships with Muslim states. Specifically, America cannot guarantee a steady supply of oil or generate a sustainable and long-term reduction of terrorists who threaten the US without friendly and peaceful relationships with Muslim countries. However, the OIC needs America as much as America needs the OIC. Islamic states will not become part of the globalized international economic and political community without healthy, open relations with the US. To reap the benefits of globalization and improve the quality of life and standard of living of its citizens, Islamic governments must recognize that good relations with America are in their national interest.
America still possesses ample power, manifest not just by its military but by its economic, political, and social clout; history suggests the US will not hesitate to project that power globally in order to achieve its goals. Importantly, however, history also offers that the United States will use its power to assist its friends and allies, and will expend blood and treasure to support non-Americans in diverse regions of the world. Consequentially, under the right circumstances, US power has the potential to be a force for good in the Islamic world, but it cannot be so if current relations do not change.
If both the United States and the OIC countries would benefit strategically, politically, and economically from healthy partnerships, why have such relations failed to emerge? The rhetoric and practice of US foreign policy since 2001 is clearly a major driver of Muslim resentment and hostility towards the US, and consequentially, is largely responsible for today’s lack of beneficial and future-oriented partnerships. However, the lack of strong relations is not only the fault of the US. Islamic states must be called to account for why, in an era of increased global connectivity, interactions with the US are so narrowly-focused on geopolitical disputes over terrorism, oil, and the regime type of Muslim nations. Economic integration should occur despite political friction; that it is not is a serious problem for which Muslim states should be called to explain.
About the Author
Gary Barnabo resides in Sydney, Australia and is currently a Political Science, Peace Studies and Arabic scholar at the University of Notre Dame, Indiana, USA. As an intern at the Sydney-based Lowy Institute for International Policy, he reached and wrote on Islamic politics in Egypt and the broader Islamic world. Earlier this year, Gary had an article on the U.S. foreign policy towards Hamas published in the International Herald Tribune. Gary attended the 2005 WIEF in Kuala Lumpur and has also been involved in planning for the Young Muslim Leaders section of this year's WIEF.
