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Pretenders of brand awards confusing the consumers


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?

Click here to read the full article.

  • Peter Gan

    Absolutely spot-on this article! I spotted this in The star a couple of weeks ago and I remember making mental note to discuss this. Well somebody read my mind, apparently. This also bring to light the 4As stand on such ‘brand awards’and it is also heartening to note that the 4As may organise one real brand award show!!!

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