Letter to Editor
BRANDING is the key to win the hearts of youth and not through hard selling which is an insult to their intelligence. People want to be given the choice to decide and not be submitted to a belief.
Besides, it is the same reason why luxury brands have inspired many to work hard for their money to only own a product as a means to elevate their social status.
Local rapper Altimet took a jab at society in one of his Malay songs, “Kalau tinggal rumah sewa tapi beli kereta mewah, Amboi” (If you live in a rented house but own an expensive car) – an example of consumerism folly.
If materialism was a benchmark for success, then how can we expect democratic choices to be made without falling into the trap set by impressionable leaders?
We have an ex-prime minister who is still waiting for his appeal against corruption involving millions belonging to taxpayers who is still celebrated by many as well as a party president still facing corruption charges yet vocal in political campaigning for the upcoming election in Johor.
Why do they remain ‘relevant’ by certain quarters despite being fundamentally flawed?
The United Malays National Organisation (UMNO) brand has always been about “if you are at the top, you have the carte blanche as long as it benefits people below you.”
Moreover, Sex and The City actress Samantha Jones once said, “Money is power. Sex is power. Therefore, getting money for sex is simply an exchange of power.”
Politics is an intercourse in democracy. Who is at the bottom? The citizens.
Before we can decide on who will be the next best thing amongst the opposition, it is wiser for leaders to understand basic branding.
In addition, we are left in confusion by the brand message of Pakatan Harapan (PH) when it comes to cooperation.
The only big tent we see is a tipi not big enough to house the ego of everyone.
Malaysian United Democratic Alliance (MUDA) president Syed Saddiq Syed Abdul Rahman was kind enough to give the opportunity for new faces to contest in Johor and said that the party is bigger than him.
Why would you not settle for the six seats instead of biting more than you can chew by demanding more from People’s Justice Party (PKR)?
We expect youths to narrow the generational divide by showing seniors that we are rebels with a cause. Patience is a virtue and that is the key to building a brand. – Feb 18, 2022
Aidi Amin is an observer in politics.
The views expressed are solely of the author and do not necessarily reflect those of Focus Malaysia.
