BARISAN Nasional (BN) must rebuild its identity if it wants to regain the people’s support, says its chairman Datuk Seri Dr Ahmad Zahid Hamidi.

In his speech on BN’s 50th anniversary at the World Trade Centre (WTC) today, he outlined three thrusts as the way forward for the coalition.

“Rebranding of BN must be in tandem with the country’s political scenariio. With a more pro-active approach, BN must rebuild its identity as the most formidable political power in Malaysia.

“Brand humanisation, for example, should be able to fortify BN in a more people-friendly nature.

“The leaders should go down and show empathy to the people. This down-to-earth approach will bring us closer to them again,” he said.

The Deputy Prime Minister also said BN rebranding must come along with modern strategy such as a new slogan, new campaigning package and utilising the social media to the utmost.

“This reflects a new era for BN as it will inspire the youth and the digital generation.”

Zahid said the second step is for BN to embark on a new vision and mision in line with Malaysia aspiration of moving forward.

“The right strategy, work ethic and planning must be able to fit into the people’s various needs.

“In the past, our approach was more traditionalised when it comes to serving the rakyat but today, BN must change as a party based on the right data by subscribing to the last technology that can explore and understand the people’s mind.

“BN too must embark on a new political tradition that prioritise meritocracy and intellectualism,” he said.

The Umno president also said, the third thrust is to strengthen the grassroots, rebuilding the people’s thrust and addressing their challenge collectively and cohesively, and the same time close rank with all component parties.

“Selecting candidates (for election) too must be neatly done so that only those actively in party duty be given a chance,” he said.

Zahid said, BN’s victory in Nenggiri and Mahkota by-elections shows how the method was supported by the people.