Abstract:

Everything is branded these days! Brand Malaysia is a unique brand building effort that defied the conventions of the 'est' syndrome (biggest, largest, richest, etc.). Brand Malaysia encapsulates the idea of 'redefining the conventional'. It is about positive disruption in a way never seen before - creating new concepts like Islam Hadari (Progressive Islam) and thereby, creating need spaces like the Halal concept and Islamic finance. In a nutshell, Brand Malaysia is all about owning unique mindspace through 'creating a new twist to every tale' - the very essence of a Challenger Brand.