Professor Jonathan A.J. Wilson PhD

Jonathan Wilson’s career, spanning over twenty years, focuses on what he calls the ABCDs of Business and Culture: Advertising, Branding, Communications, and Digital. He is both a senior university academic and Founding Partner of Dragonfly Black, a specialist consulting firm that offers organizations and brands a gateway into Muslim majority and minority markets. He has spoken at conferences across the globe on over 100 occasions, and published over 200 pieces of work.
Professor Wilson asserts that, “today more than ever Brands have to Take a Stand – and articulate an authentic and credible position on Race, Religion, and Politics”.
He has become skilled at bringing this thinking into a body of work that covers: corporate identity, food, fashion, sport, tourism, music, technology, ethnicity, religion, and popular culture. Islamica 500 lists him in the Top 50 Global Thought Leaders for his work in Islamic Economics, Halal Branding, and Muslim consumers. His papers on Halal and Islamic Branding have been the most widely cited globally for many years. His research on Inconspicuous Branded Consumption and Luxury appears in the Harvard Business Review and in the Journal of Marketing Management where it received the 2016 Best Paper Award.
Notably, Professor Wilson works as: a Halal Branding and Marketing Consultant to the Ministry of Tourism, Republic of Indonesia; Editor-in-Chief for the Journal of Islamic Marketing; an Executive Trainer for Al Jazeera Media Network in Qatar; and an Advisor to innovation and research firm Stylus, and consultant to luxury fashion brand The ISHU.

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