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A peek at PRU12 – Rebranding BN – Stimulating the Thots

BN needs rebranding and so is its component parties that suffer aggrieving defeat during the last PRU.

 

 

There has been a predictable change of societal demography in Malaysia and this call for the replacement of most traditional power structures. The wake of communication technology at a breakneck speed increases speed of everything. As many have agreed information is increasingly becoming more important than anything else.

 

The approach need to be overhauled. Create smaller teams that are flexible with the ability to change strategies with just-in-time policies. As we could see today the society has decided to seclude themselves into special interest groups creating a large number of minorities, rather than one majority. These vociferous groups having their own medium to interact and trade information would launch attack on anything they dislike and even the governments are not spared.

 

While political parties can no longer uphold the reality of having clear agendas that the masses could rely on, separation of lefties and rightist within political parties will make matters worse.

 

In the decade of information technology, information does not depreciate no matter how many times it is being used as opposed to the many tangible goods. Information can be manipulated and reinterpreted creatively. This is the most potent weaponry inside many political arsenals.

 

 

Pendekatan-pendekatan material seperti memberi rumah kos sederhana, kereta untuk keluarga, education, mendapat kerja yang stabil bukanlah umpan yang canggih lagi. Pendekatan alaf baru yang pasti adalah pendekatan yang fleksibel, bersedia untuk berubah menurut kehendak semua, sentiasa belajar, meningkatkan diri (sharpening the saw) dan sentiasa mencari peluang-peluang baru. Mengemaskini data-data dan perubahan yang berlaku samada positif atau negatif di persekitaran sangat perlu.

BN perlu kembali mentelaah The fundamental of Marketing dalam usaha mereka menempatkan mereka semula di maya politik di Malaysia. Ide rebranding membawa maksud di mana parti komponen serta identity pemimpin-pemimpinya harus mirip kepada brand yang mereka dokong. Wakil-wakil ini mestilah menepati kehendak setempat atau menepati citarasadan kehendak pengguna. Wakil-wakil yang duduk saja harus di berhentikan kerja serta merta. Strategi customer lock in dan customer lock out perlu ditangani. Walaupun ini nampak jelek tapi ia satu staregi yang berkesan yang sudah sekian lama digunakan dengan secara sengaja atau tidak dalam persatuan-persatuan seni beladiri.

Sepertimana berjayanya PAS, PKR dan DAP menyerlahkan ikon-ikon mereka, UMNO, MCA, Gerakan, MIC termasuklah parti sekutu lain juga perlumenonjolkan ikon-ikon yang baru. Sungguhpun begitu jangan lupa bahawa ikon-ikon ini akan lupus bila sampai waktu. Lihat sajalah Mawi yang semakin vulnerable bila muncul idola-idola baru.

Rebranding adalah sangat signifikan kerana ia mengubah karekter yang mundane atau lembab kepada satu karektor yang lebih vibrant serta releven yang peka kepada kehendak semasa pengguna yang juga pasaran meraih undi. Namun yang peka mereka akan menuntut bukan saja kebolehan to aspire tetapi yang amat penting sekali kebolehan to deliver.

 

Sungguhpun rebranding bukan lah satu kerja yang mudah yang memerlukan masa untuk massa menerimanya kerana pasti ramai yang akan merasakan the old values masih laku kita mesti akur is sangat penting untuk melupuskan aib yang lalu.

You obviously need to reconnect to the emotion of the masses once again.


Allahualam bissawab

 

Enjoy the great excerpt video of Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, with brief thoughts on “Branding today and tomorrow.”

 

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