It’s official, the new tagline that was supposed to launch the Malaysia Nation Brand will not now be used. The official launch for “Endless Possibilities” was supposed to be yesterday however it was cancelled. You can read more about the cancellation here.
My sources tell me that McKinsey, Futurebrand, Leo Burnett, McCann Erickson and O&M were all involved although I haven’t confirmed this. Ignoring the fact that not one of them bothered to Google the phrase “Endless Possibilities” before giving it the Prime Minister and causing him much embarrassment, my main concern is that the whole sorry process will be repeated once again and we’ll see them trying to retrofit the Malaysia Nation Brand around a tagline.
This is not the way to build a Nation Brand. You can get insights into how to build a nation brand here and here