As an Indonesian, I have to admit that most of our people are susceptible to cheap but clever personal branding. Before running on 2024 presidential election, Prabowo Subianto (the elected president) was imaged as a firm and authoritative former general. But, when he run on the presidential election, he changed his personal image to be a "gemoy" (a slang for chubby and cute kid/baby) and even dancing around with his supporter, something that he never do on his past election. His pairing with Gibran (the son of Joko Widodo, the current president of Indonesia) also gave some factor to his winning the election.