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The basics of branding
Tan Sri Lim Kok Wing shared the vision and confidence of former Malaysian Prime Minister Tun Mahathir bin Mohamed who, in the 1990s, was on a major drive to re-invent and brand the country as a nation of quality people producing quality products.
A key role in nation-building campaigns
Among his notable campaigns of national unity were Proud to be Malaysian and Reach Out - Caring is Sharing. He also sought to motivate the nation and urged Malaysians to have confidence in themselves to compete on the global stage through the Malaysia Boleh (roughly translated as ‘Malaysian can do anything’) campaign.
His first attempts at fostering courtesy and good behavior as part of nation building were made in the mid 1980s through his cartoon strip called Guli Guli (Marbles) which ran in a local newspaper. The strip featured three characters –Bakar, Ah Choo and Muthu—who represented the major races in the country—Malays, Chinese and Indians.
Another campaign, the Malaysia Inc campaign to brand Malaysia as an investment friendly nation was a resounding success.
During the Asian financial crisis in the late 1990s, he created the Hidden Agenda campaign to draw attention to the widely-accepted view that certain foreigners were pulling the strings to destabilise Malaysia.
He persuaded Malaysians to stay calm as the Government was solving the financial crisis the Malaysian way, which steered Malaysia through the crisis with considerably less damage to the economy than neighbouring countries.
Motivate the nation
He helped the nation solve one of its social problems of youth indolence with an innovative youth development programme called Rakan Muda which provided opportunities for youths to be involved in creative recreational activities.
A man of peace, Tan Sri Lim initiated the Kuala Lumpur World Peace Conference in 2003 to promote world peace and showcase Malaysia as a peace loving nation and a model Muslim country.
In politics, he helped the ruling Barisan Nasional party with his unique communication skills as a cartoonist during the 1986 general election.
In sports, he played a key role in organizing the Commonwealth Games to project Malaysia as a sports-loving nation. The Games were widely acknowledged as the best organised series.
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