The Six Principles of Marketing to the Middle Class Muslim : #1 The Principle of Customer, Customers become more religious. They begin to search for spiritual value.; #2 The Principle of Competition, Competition is about building brand personal.; #3 The Principle of Positioning, Be an inclusive brand. Be an universal icon.; #4 The Principle of Differentitation, Build authenticity through commitment and passion.; #5 The Principle of Value, Offer uniwue universal value. Balance your product and spiritual benefits.; #6 The Principle of Engagement, Connect your customer to each other. Build a community of messengers.