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Revisiting the 1 malaysia brand

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Revisiting the 1 malaysia brand

  1. 1. RevisitingThe 1Malaysia Brand
  2. 2. Executive Summary• Malaysia‟s unique compositions that based on multi-racial, multi-religious, multi-cultural and multi-lingual as well as geographically divided has been identified as an obstacle to the construction of Bangsa Malaysia. Several efforts from Rukun Negara (national ideology), Bangsa Malaysia and the latest, 1Malaysia have been and are being made by the government in realizing the prospect.• Is there HOPE for the nation-building program to dispose racial sentiments among the multiracial Malaysian?• The concept of 1Malaysia is vital in the process of nation-building through the strategic orientation and rebuilding of (P.E.S.T.E.R) political, economic, social, technology, education and religious with the expected end results that aspire to develop an integrated society that share an ideal feeling of unity and solidarity.
  3. 3. Background• YAB Dato‟ Seri Najib, who assumed office as the nation‟s sixth Prime Minister on April 3, 2009, spearheads: GTP • Towards achieving Vision 2020 Government • To transform Malaysia into high income nationTransformation Plan GTP AR 2012 annouced 19/3/2013 6 delivery exceed 100% • To evaluate Transformation Plan NKRA • Announced during “First 100 Days” on 11 July 2009 • For reduction of crime rate, combating corruption, improving student outcomes, raising living standard of low-income households, National Key improving rural development, improving urban public transport & Result Area addressing cost of living • 1Malaysia result of final NKRA7 1M • To address main problem of national unity which is key development of a nation-stateOne Malaysia • Slogan „People First, Performance Now.‟ started16/9/2010
  4. 4. 1Malaysia Slogan • Rakyat Didahulukan, Pencapaian Diutamakan2009 (People First, Performance Now) • Menjana Transformasi2010 (Generating Transformation) • Transformasi Berjaya, Rakyat Sejahtera2011 (Transformation Successful, People Prosperous) • Janji Ditepati2012 (Promises Fulfilled)
  5. 5. 1Malaysia 8 Values A Culture Of Excellence Integrity. Perseverance 8 Values Education of Humility 1Malaysia Meritocracy Acceptanceto nurture understanding Loyaltyand respect between theethnic communities.
  6. 6. 1Malaysia Products
  7. 7. 1Malaysia Definition • “… I didn’t define the concept very clearly but that was by design. I decided that there should be an element of strategic ambiguity so that once you introduce the concept like that, as time goes by, the definition could be defined by taking on board the views of people as we go along. And I think we’ve done exactly that and the concept of 1Malaysia is now clearly understood.” Najib Razak Interview with Malay Mail December 7th, 20121Malaysia is still work in progress but achievable
  8. 8. 1Malaysia Agenda quality leadership performance unity 1Malaysia• Najib also introduced Key Performance Indicators (KPI) for his ministers aimed at monitoring the performance of ministers and deputy ministers - Berita Nasional (BERNAMA). (2009b). ‘Public Feedback Will Determine Ministers’ KPI’. 30 April.• The main objective of nation-building is in forming unity which can be channelled towards developing a country. (Ribeiro, 1971: 40-41)
  9. 9. 5 Foundation Of A Nation Inde- pendence People’s Solidarity Mandate NATION Organized Autonomy Political(Friedrich, 1963: 27). System
  10. 10. 1Malaysia - Strength• Agreeable to what people‟s want i.e: • a clean and transparent government from corruption and abuse of power, plus serving for the interests of the people• Sincere effort to unite Malaysia• Safe Geographical location• Diverse rich cultural heritage
  11. 11. 1Malaysia - Weakness• Racial political background and tussle “racial comments can lead to tension between races or groups”• Asian values that is non-confrontational
  12. 12. 1Malaysia - Opportunity• Cultural diversities provide creative exploration• Tolerance and adaptability provide avenues for interesting discoveries• Young nation• High percentage of literate, talents, skills and knowledge•
  13. 13. 1Malaysia - Threat• Unity is still vague to the citizens, relationship among the major ethnics has maintained its status quo that has been inherited• The Malays‟ status as the natives of the land is still being questioned by the non-Malay community, especially regarding the Constitutional aspects of Malay Special Privilege (Article 153), Bahasa Melayu as the National Language (Article 152), and National Education Policy‟s reinforcement.• Politicized Agenda – The dominance of ethnic influence – Racial issues among the public – 1Malaysia concept rhetorical: • already proposed by the previous leader • considered impossible mission
  14. 14. 1Malaysia - Threat• Leaders are too greedy, systems that is not well planned, cronyism, power crazy and corruption that cause all this people to seek better and more fair opportunity else where.• Assimilation process is a very slow
  15. 15. ISSUES AND PROBLEMS• “Generation Y” defines those in the tech- savvy age group, born between the 1980s (<33) and 2000 (>13)• 40 per cent of the countrys population, Malaysians aged 30 and below are the ones who will shape the countrys social, economic and political landscape in the futureNot enough being done by government:• 1M4U, Youth Parliament & most political parties youth wings do not follow UN Youth definition below 40 years old
  16. 16. 1MalaysiaIssues 23% 24% - Says that it promotes unity between the various races 18% - Thinks it is about fairness and equality 76% among races Aware Unaware Poll conducted by the Merdeka Centre for Opinion Research pertaining to the Prime Minister’s 100 days in office.
  17. 17. 1MalaysiaIssues 1Malaysia Elephant - A plethora of meanings to different quarters of the society.
  18. 18. 1MalaysiaChallenges • Vested interest with a stake in perpetuating ethnic dichotomies that are inimical to national unity. • Among the Malay’s and Bumiputeras, there are groups who abuse the Special Position embodied in the Constitution and in certain public policiesPerpetuating to advance their own interests. ethnic • The alienate not only a vast majority of non-Malays but also a significantDichotomies segment of the Malay and Bumiputera populace. • Some individuals and groups within the political opposition view 1Malaysia as a propaganda tool of Barisan Nasional. • They ignore the fact that 1Malaysia was presented to the people as a national mission. Partisan • This negative attitude of some politician, has had a certain Politics impact upon a portion of the populace.
  19. 19. 1MalaysiaChallenges • Some influential elements in the religious establishment do not realize that their narrow, bigoted interpretations of rules and regulations undermine that universal, inclusive Religious spirit of a religion which reinforces the notion of Sentiments common humanity that 1Malaysia envisages. • Ethnic distortions or misconceptions which are ventilated more frequently in the public square. • Unity – Words such as ‘Pendatang’ and ‘Penumpang’ directed at fellow non-Malay citizens are demeaning, Communal degrading and utterly reprehensible from the quest Pronouncement for breaking racial boundaries • Growing social problems.
  20. 20. Recap: The Building Blocks of 1M GTP • Towards achieving Vision 2020 Government • To transform Malaysia into high income nationTransformation Plan GTP AR 2012 annouced 19/3/2013 6 delivery exceed 100% • To evaluate Transformation Plan NKRA • Announced during “First 100 Days” on 11 July 2009 • For reduction of crime rate, combating corruption, improving student outcomes, raising living standard of low-income National Key households, improving rural development, improving urban public Result Area transport & addressing cost of living • 1Malaysia result of final NKRA7 1M • To address main problem of national unity which is key development of a nation-stateOne Malaysia • Slogan „People First, Performance Now.‟ started16/9/2010
  21. 21. Recap: 1M Slogans to Support the1M Building Blocks • Rakyat Didahulukan, Pencapaian Diutamakan2009 (People First, Performance Now) • Menjana Transformasi2010 (Generating Transformation) • Transformasi Berjaya, Rakyat Sejahtera2011 (Transformation Successful, People Prosperous) • Janji Ditepati2012 (Promises Fulfilled)
  22. 22. 1M Products – How Many Can Be Recalled 1. Too many products 2. Like P&G, eventually focus is lost if not already “half-baked” 3. Which among them can be grouped, serve the same objectives and carry one powerful message 4. It appears the purposes of each of these products are “giving out a fish and not teaching how to fish” 5. Some are probably one-off for a special reason 6. Unclear of long term impact when these are over.
  23. 23. 360 Change for 1Malaysia• „Unity In Diversity‟: – not a government sponsored programme in which to dilute our beautiful background of variations and create a singular hegemonic society – to appreciate the plurality that is Malaysia and work together as one nation towards a better future
  24. 24. 1M Agenda is Great quality leadership performance unity 1MalaysiaThis National Agenda ultimatelymeans integration and fairness for all
  25. 25. 1MalaysiaPoint of Difference• Issues & Challenges • Integrity • Performance Equalities NEP Consti Tolerance tutional • Spirit Give• Rukun Negara and Take Unity in Legislation Diversity • Social • State/Federal Contract
  26. 26. 1M Agenda is Great But….True QualityLeadership & Unity for Nation Building is• Not fancy slogans• Not fancy charts, figures and flash results• Not rallies and promises• Not short term cash hand-outs• Not performance only• Meaningless and Questionable if NOT built on Transparency and Trust• If Integrity is Always being Questioned
  27. 27. Rebranding based on Critical CoreValue• One of the 1M 8 Values concerns Integrity• Integrity is the most important core value which must easily recalled• Malaysia is reportedly as the world champion in corruption (see following slides)• Unless this real or perception is adequately addressed, the 1M brand will be consistently viewed with suspicions even when government acted in the peoples’ interests
  28. 28. 1M Unity Builds on Transparency & Trust• Transparency removes doubts and destructive criticisms on both sides of parliament• Transparency builds Unity -People trust, preserves and ensure effective use of our Nation’s resources Trust- People &• Trust promotes Government understanding, tolerance, and hence unity Transparency -• Unity promotes stability and Government healthy growth of a Nation• More wealth can be distributed in many forms – world class infrastructure, education
  29. 29. # 1 Real or Perception?
  30. 30. # 2 Real or Perception? Our Country Lost a staggering RM1.08 trillion in illicit outflows which is the 4th HIGHEST in the developing world
  31. 31. # 3 Real or Perception? Annual Illicit outflows of RM218 B per year Idris Jala predicted Malaysia Bankruptcy by 2009
  32. 32. Can more can bedistributed ifcorruption isreduced?Is this temporaryor sustainable?Is this perceivedas electionsweeteners?
  33. 33. Is this temporary orpermanent?How measured andby who?How many % of thepopulation and whichpart of the Nation isstill under poverty?What is theeradication target?
  34. 34. Is quality ofteachersaddressed and ifso, how?Is the educationsystem soundand consistent?
  35. 35. Why traffic jams and potholes are still felt everydayand many areas?How many households stilldo not have access toclean and treated waterand electricity and whenthey expect to haveaccess?Can the government takeactions and assure nofurther increase in ratesfor the next 5, 10 or moreyears?
  36. 36. • Ask the man on the street• If personal incomes have improved, why do they need hand-outs• Self esteem builds on self earnings and advancement• How are these achievements translated to better lives
  37. 37. • Indeed impressive but unclear whether signed only or already commenced• What about outflow of investments• What are the critical industries or segment of the economies been pursued• Lanas Project?
  38. 38. This job creation record is farbetter than Obama’s recordin the USAHow many % of the 800Kjobs created came from thepublic sector? Is it adding tothe already bloated civilservant: population, one ofthe highest in the worldIn which industries is the3.3M jobs to be createdWhat income bracket istargeted
  39. 39. The rich just becomes richerLanded Value becomesfloating ValuesShort term at theexpense of long term
  40. 40. Transparency – Answers Required1. During Dr M‟s leadership 4th PM, from 1981 to 2003 (ie 22 years), our economy grew average 7%, unemployment was averaging 3%, and yet subsidies were not taken away.2. After terminating the subsidies, government now hand-outs, based on improved economy (3.1% in 2011 and projected __% in 2012-2013).3. If subsidies are not terminated, Malaysia go bankrupt. Confusing or scare tactics?4. Government yet explain all leakages from economy5. Reported that low income people are out of poverty. Is this based on independent survey or just claims made by politicians6. Government has yet to explain claims of fraud or corruption on major purchases
  41. 41. Transparency – Answers Required7. Is our Education policy subject to further confusing changes?8. Tax payers money and resources belong to Malaysians. How management of all these will be different from previous BN management.9. Why cabinet meetings should not be open and transparent and telecast?10. Rakyat can send written queries to Ministers for them to explain. Can key issues and resolutions be published in a weekly section called “Minister Answers to Issues Affecting People” in major newspaper in all three languages.
  42. 42. Transparency – Answers Required11. How transparent are tenders conducted and bidders selected and awarded?12. How will government address social problems when retirement funds are insufficient?13. How will government finance pension funds increasing YoY?14. How is productivity and transparency measured in respective Ministries? Malaysia has one of the highest government employees to population ratios in the world hence heavy civil servant cost15. Can the government counter opposition criticism constructively and openly16. Is the focus on PM alone as the 1Malaysia brand the right thing to do?
  43. 43. Promote a Branded Education System1. Do we recall our Education Vision and Mission easily and clearly?2. Constant improvement in quality of education delivery system to keep talent, reduce outflow of funds etc.3. Independent audit of education standards –too many As and yet local graduates are finding tough performing their daily work or find jobs. Is quality compromised for the sake of happy families?4. Job creation – what jobs and how aligned with graduates. Parents do not know what their children should pursue.5. Places in varsity are allocated by Ministry- not always according to qualifications. Is this constrained by number of places available, number of qualified lecturers. Students lost interest.
  44. 44. Conclusion1Malaysia key successfactors:• Educating the people on the importance of unity that is racial integration is vital retaining various ethic cultures• Transparent Performance of Government Agencies• Meritocracy in education and employment

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