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Kota Kinabalu: Sabah Umno treasurer Datuk Seri Salleh Said Keruak (pic) cautioned against over-reliance on political slogans to build public support.

In a Facebook post on Thursday, the former Chief Minister said slogans lose meaning if they do not reflect the realities of daily life.

He said that while branding shapes initial perceptions, the public ultimately assesses the government based on lived experiences such as the cost of living, employment opportunities, and integrity in governance.

Salleh said political branding became more structured during the tenure of Tun Dr Mahathir Mohamad, evolving from broad expressions of national spirit into strategic communication tools.

He added that successive administrations continued the use of slogans and branding concepts, including Islam Hadhari, 1Malaysia, New Malaysia, Prihatin, Keluarga Malaysia and Malaysia Madani.