KUALA LUMPUR: Barisan Nasional chairman Datuk Seri Dr Ahmad Zahid Hamidi has outlined a three-pronged framework to restructure the coalition's strengths and rebuild public support.
In his speech during the coalition's golden jubilee celebration, Zahid said the strategy focuses on rebranding, redefining, and restructuring the coalition.
"BN's rebranding must reflect a transformation that aligns with current challenges.
"With a proactive, inclusive, and innovative approach, BN must rebuild its identity as a dynamic force in Malaysian politics with narratives that resonate with the present era.
"The concept of 'brand humanisation,' for instance, can strengthen this effort by showcasing BN's friendlier and more empathetic side.
"Leaders need to engage directly with the people, share stories, and show genuine empathy. This humility will bring BN closer to the public's hearts," he said.
Zahid also said the rebranding should be supported by modern strategies such as updating slogans, campaign materials, and social media content.
"This will simultaneously reflect a new era that aligns more closely with the aspirations of youths and the digital generation."
The second element, Zahid said, involved redefining BN to refocus its direction with a clear vision and mission that align with Malaysia's aspirations for a future-oriented society.
"Strategies, operations, and actions must be tailored to the needs of Malaysia's diverse and multi-ethnic society.
"In the past, our approach was more traditional when engaging with the public.
"Now, BN must evolve into a data-driven party, leveraging cutting-edge technology to understand public sentiment and thinking patterns.
"BN must adopt a new political culture that prioritises meritocracy and intellectualism," he said.
For the third element of the framework, restructuring, he calls for strengthening ties with political partners, enhancing grassroots movements, building public trust, and addressing societal challenges with an inclusive approach.
"The candidate selection process must also be refined, prioritising individuals who are actively engaged at the grassroots level.
"He said the recent successes in the Nenggiri and Mahkota by-elections demonstrated the effectiveness of tailoring actions to public demands.
"Therefore, we must plan meticulously and identify potential candidates early, and I am confident that with this new approach, BN can emerge as a dynamic force that bridges traditional gaps and charts a stronger, more competitive path forward," he said.