LETTER | Political branding: The cruelty of vanity

LETTER | Branding is the key to winning the hearts of youth and not through hard-selling, which is an insult to their intelligence. People want to be given a choice to decide and not be submitted to a belief.

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 where he sang, "Kalau tinggal rumah sewa tapi beli kereta mewah, amboi (if you live in a rented house but own an expensive car)", as an example of consumerism folly.

If materialism was a benchmark for success, 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. 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 Umno brand has always been if you are at the top. You have carte blanche as long as it benefits people below you. The character of Samantha Jones from the television series "Sex & The City" 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 rakyat.

Before we can decide on who will be the next best thing among the opposition, it is wiser for leaders to understand basic branding. We are left confused by the brand message by Pakatan Harapan when it comes to cooperation. The only big tent we see is a tipi not big enough to house the ego of everyone.

Muda's president was kind enough to give the opportunity for new faces to contest in Johor and say 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 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.

The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.