'Malaysia Madani': What makes for a good slogan and is it really necessary?

Malaysian PM Anwar Ibrahim, has unveiled the new slogan for Malaysia to be "Malaysia Madani". The slogan which was first made known in January is about reforming the nation into one which believes in humanity and good values, particularly around fairness and effective governance.

Prior to PM Anwar’s reign, PM Ismail Sabri Yaakob’s slogan was “Keluarga Malaysia”, in a bid to rally national unity.

According to media reports, the rebranding exercise for “Keluarga Malaysia” came with the hefty price tag of RM62 million. Meanwhile, it is said that RM489,216 was spent for Malaysia Madani, and RM181,752.20 was spent on “Kerajaan Prihatin” which was used during PM Muhyiddin Yassin’s governance, said the reports.

It isn’t uncommon for Malaysian PMs who take over the power seat to introduces a new slogan early in their tenure to best represents their vision for the nation Malaysia and the style of their governance. In a conversation with A+M, Jodh Dheensay, partner at Sambal Lab said that while it is understandable why the slogans have been put forth, they aren’t necessarily the only way to rally the people.

“Sometimes defining who you are in words might take the magic away. As they say, a creative isn’t a creative because he claims to be, it’s the actions that speak louder than words,” he added.

Doubling down that actions speak louder than words, he added, “Take for countries such as Japan and Germany, externally we might not know what the nation’s slogan might be but we clearly know what they stand for and the direction they are headed in.”

“Sometimes defining who you are in words might take the magic away. As they say, a creative isn’t a creative because he claims tobe, it’s the actions that speak louder than words,” he added.

What should a good slogan look like?

Applauding the current slogan, Sean Sim, CEO of McCann Worldgroup Malaysia, said that slogans are typically used to set out the parameters of what the PM wants to do and achieve.

“If you look at it carefully, the heart of the slogan is basically the same with what the preceding PMs espouse - that always promise to put the needs of the people first. It’s the approach that differs. It’s the approach that differs,” he explained.

Sim added that it is good that the current PM spells out the concept of Madani, that includes fairness, integrity and effectiveness.

“As a political move, it also throws a shade on the previous administrations,” he added. Changing of the slogans, he added, helps to guide and explain the policy of the PM and the government to the public. It should also reinforce and encapsulate the campaign promises made so that the people can track and measure things, to see if everything holds true.

When asked on why the slogan has always been in Malay rather than English regardless of who is in power, he added that despite the multicultural society of the nation, at the end of the day Malaysia remains an official Malay language country, with over 70% of the population being Malays.

“Slogans are political in nature - for domestic use dealing with internal issues of the country be it economy, social, or security,” he added. 

Jarrod Reginald, executive creative director of The Chariot Agency said that slogans need to be multi-faceted. “Internally, it boosts confidence within Malaysians and externally, shows the world what Malaysia stands for.”

“Madani is what this country needs in order for all of the rakyat to be with current times. Hopefully it’ll help us start looking and thinking forward,” he added.

Moreover, he said each PM’s slogan rebranding is necessary because it paints the narrative of the leader’s vision. “It allows us as citizens to buy into what the PM wants for the country, just like how company executives have to develop trust with their employees,” he added.

Just as every CEO or creative director has a vision and direction for the company they join, changing the branding or slogan with each new prime minister can set the “intention” for the new administration. This helps to establish their identity as well as to signal a change in direction and priorities, said Shanker Joyrama, founder and CEO of Orion Digital.

“A well-crafted slogan also serves as a way to communicate the government's vision and aids in gaining public support when there is resonance to the message,” he added.

According to him, the concept also promotes a more humanistic approach, adding that it is fair and prosperous for the diverse population in Malaysia.

“It gives hope to fellow Malaysians that we can focus on our strengths as a unity country and have a more prosperous and developed nation,” he added.

Agreeing with him, Lara Hussein, the CEO and Founder of M&C Saatchi said, "Changing your brand slogan three times in four years certainly isn't something we'd ever recommend to one of our clients.But then, few clients have seen times as turbulent and unsettled as our recent politics have been for our lifelong favourite brand - Malaysia."

"Not surprisingly perhaps, every new "brand manager" who moves into the PM's office wants to have a new slogan or mantra to set the tone for his leadership, and to motivate the people. It also helps to differentiate his vision from his predecessors," she continued.

She added that "Madani" encapsulates values of coexistence, tolerance and respect for diversity. "If that's an important part of our democracy and social justice, then principally I do like the idea. It describes the values we need to define who we are as a nation moving forward. Now, to borrow another advertising metaphor: "It's a great idea, now let's make sure the execution lives up to it."

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