Within 200 years after the passing of the Prophet Muhammad (saw), Islamic Law in Sunni Islam coalesced into 4 broad traditions of interpretations known as Madhab. In about 30% of the rulings are there differences in interpretation and with that, repercussions towards business practices.
Hence there is no escaping the need to acquire good cross-cultural intelligence to do Islamic Marketing successfully. Examples include providing value-added advisory services to muslim travellers should they be travelling to a region of a different Madhab and even tailoring clothing and fashion to suit the different regional acceptance. At the heart is the ability of the brand to not just adapt, but to become intelligent enough to transform and remain relevant across similar needs but subtle solution differences and requirements.