Pretenders of brand awards confusing the consumers

By DATUK VINCENT LEE

WE live in a world of over-gratification. People who fail to rise to the top of their field are given consolation prizes. All because we do not want under-achievers to feel left out.

Many psychologists have discussed the societal impact of this on Generation Y and their need for constant compensation, or what the book I’m OK, You’re OK describes as constant stroking.

But what do we do with grown-ups who think that money can buy them awards they can’t win? What do brand custodians do with the proliferation of all sorts of brand recognition programmes – some of them questionable – that tarnish the hard-earned reputation of the bona fide awards?

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How would your brand participate in the golden age of the geek?

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