Risa calls Bagong Pilipinas branding unrealistic; admin allies say it fits the bill

The Marcos administration’s “Bagong Pilipinas” (New Philippines) supposed governance branding was an unrealistic, if not a hollow promise just like its campaign call of unity, Senate Deputy Minority Leader Risa Hontiveros said Monday.

Hontiveros was referring to the new branding the Marcos administration launched over the weekend which projects the government as one that is “principled, accountable and dependable.”

The new branding was accompanied by a logo that featured the red, blue, white, and yellow colors which are also found in the Philippine flag.

“Talagang nauna pa lumabas yung logo ng Bagong Pilipinas kaysa sa totoong pagbabago. Sana naman huwag puro branding at pagmamalinis ang atupagin ng administrasyon,” Hontiveros said.

(The logo was released even before the changes. I hope they do not get too engrossed in branding and painting themselves as the righteous ones.)

“If they are going to rebrand, they should do it once concrete and irreversible reforms are in place. Besides, Bagong Pilipinas sounds so much like Bagong Lipunan, and we all know that it wasn’t about newness and its legacy was violation of human rights, plunder of the government resources which are yet to be resolved to this day,” she added.

Hontiveros said that despite the call for unity and “Bagong Pilipinas” branding, prices of basic commodities remained high, there was no significant job generation, there was no significant wage hike, the country had yet to recover from the COVID-19 pandemic, and agricultural smuggling, which included importing sugar based on Palace orders rather than a sugar order, persisted even if no less than President Ferdinand Marcos Jr. was the concurrent Department of Agriculture Secretary.

Further, Hontiveros said power costs in the country remained high even amid limited supply, that Vietnam’s power supply is more than the Philippines by three times even if Vietnam’s population is less than the country, and that Indonesia’s power cost is also 40% cheaper compared with the Philippines.

“Gusto nating marinig sa Presidente: ano ang gagawin para habulin ang naging napakabilis na pagtaas ng presyo ng bilihin habang usad-pagong ang pagtaas ng kita at hindi nadagdagan ng disenteng pagkakakitaan. Before the President characterizes his administration as one that is 'principled, accountable, and dependable,' he should first ensure that we have a genuinely honest and effective government.” Hontiveros pointed out.

(The President should tell us what he is going to do with these high prices amid low wages and lack of decent work opportunities.)

“Unity man o Bagong Pilipinas, no amount of branding can substitute for systems and institutions that truly level the playing field; no amount of branding can guarantee the end of economic inequality; no amount of branding can ensure that the wealth and progress of our country is felt by all, not only by a few,” she added.

Senate Minority Leader Aquilino “Koko” Pimentel III also commented on the Marcos administration’s branding effort and asked, “LOGO-vernance na lang ba tayo ngayon?”

But for Senators Francis Escudero and Joel Villanueva, the “Bagong Pilipinas” branding fit the bill.

“The slogan clearly sets the direction and objectives that the Marcos administration wants to accomplish. We are one with President Bongbong Marcos in ensuring that the government puts the welfare and interests of Filipinos first through good governance. It is a strong reminder for every public servant, that again public office is a public trust,” said Villanueva, the Senate Majority Leader.

“That’s his call, but to be fair, it is inspiring; signals a new beginning and will hopefully encourage government officials and employees not to be burdened by the frustrations and failures of the past to do a good and better job today,” Escudero added.

Another administration ally, Senator Jinggoy Estrada, said it was important to recognize the intentions and potential of adopting the new governance brand.

“It is essential to note that the Bagong Pilipinas brand of governance and leadership is not simply about superficial image-building. It is about cultivating a culture of good governance and progressive leadership across all levels of government. It entails implementing policies and initiatives that promote transparency, combat corruption, and uplift the lives of our fellow Filipinos,” Estrada said.

He added that this will serve as a guidepost or vision for a “revitalized Philippines” which embraces positive change, innovation, and progressive governance. — Hana Bordey/DVM, GMA Integrated News