BN TO UNDERGO REBRANDING AS PART OF ‘MOVING FORWARD’ FRAMEWORK - AHMAD ZAHID 

KUALA LUMPUR, Dec 7 (Bernama) -- Barisan Nasional (BN) is set to undergo rebranding as one of three key pillars under the ‘Moving Forward’ framework, aimed at restructuring its strength and regaining public support.

BN chairman Datuk Seri Dr Ahmad Zahid Hamidi said the rebranding must reflect a transformation aligned with current challenges through proactive, inclusive and innovative approaches, adding that BN needs to rebuild its identity as a dynamic force in Malaysian politics by crafting a narrative that resonates with contemporary demands.

"For example, the ‘Brand Humanisation’ approach can bolster this effort by presenting a friendlier and more relatable side of BN. Leaders must engage directly with the people, share stories and demonstrate empathy. This humility will bring BN closer to the hearts of the public.

"The rebranding must be supported by modern strategies, including refreshing slogans, campaign materials and social media content, to reflect a new era that aligns with the aspirations of youths and the digital generation," he said during his keynote address at BN’s Golden Jubilee celebration at the World Trade Centre here today.

Among those present were MCA president Datuk Seri Dr Wee Ka Siong, MIC deputy president Datuk Seri M Saravanan, and Parti Bersatu Rakyat Sabah (PBRS) president Datuk Arthur Joseph Kurup.

Ahmad Zahid said another pillar, ‘Redefine,’ calls for BN to recalibrate its direction with a clear vision and mission that aligns with Malaysia’s future aspirations and strategies, operations and actions must be tailored to the country’s diverse and multicultural fabric.

"Previously, our approach focused heavily on traditional methods of engaging with the people. Today, BN must transform into a data-driven party, leveraging advanced technology to understand public sentiments and thinking patterns. Moreover, BN needs to adopt a new political culture that prioritises meritocracy and intellectualism," he said.

Under the ‘Realign’ pillar, Ahmad Zahid stressed the importance of strengthening grassroots movements, rebuilding public trust and addressing societal challenges through inclusive approaches and shared aspirations.

He also urged BN component parties to embrace changes that transcend party interests, striving for the larger goal of national political stability.

Ahmad Zahid said this was one of the key elements of the new changes outlined to ensure the party would no longer be trapped in the nostalgia of its 50-year-old achievements or bound by past legacies without a clear plan for the future.

"This includes letting go of egos that hinder collaboration. Historically, core parties within BN have set aside their differences. For instance, UMNO collaborated with PAS during BN’s formation, and MCA worked alongside Gerakan despite past rivalries, while MIC partnered with MyPPP. Such dynamics reflect a political landscape that evolves with the times," he added.

Ahmad Zahid, who is also UMNO President, said the rebranding strategy must expand inclusivity. BN should not remain exclusive to specific groups or overly reliant on traditional support bases and staunch voters, which are no longer sufficient to secure electoral victories.

"This is the dynamic nature of national politics, evolving in line with current realities, not mired in partisan ego alone. Instead, we must be prepared to adopt a broader perspective and take steps to achieve larger goals rooted in 'Politics for the Nation',” he said.

"Young people, women and multiracial communities, including Friends of BN, must be given platforms to voice their aspirations and play an active role in shaping the party’s direction. Additionally, we must champion efforts to eradicate extreme poverty by connecting vulnerable groups with stakeholders such as government agencies, the private sector, and NGOs," he said.

The Minister of Rural and Regional Development also said that BN must move away from a defensive stance and embrace change by leveraging technology, data and social media, which increasingly influence political thought among the populace.

"Our work today must be strengthened with robust data analytics and digital strategies. On policy matters, BN must take the lead in addressing critical issues such as climate change, green technology, renewable energy and the digital economy, areas that resonate with the priorities of the younger generation," he said.

Themed “Melayari Bahtera Perjuangan, Menakhoda Negara Bangsa,” the event, which ran from 10 am to 5 pm, gathered about 5,000 attendees from across the country, including top party leaders, component members and supporters.

-- BERNAMA