I’m sure it goes without saying that all Singaporeans are really proud of Joseph Schooling’s achievement, wining a Olympic gold medal for Singapore last Saturday. I got my kids sitting in front of the TV to watch the men’s 100m butterfly, and they were really excited. When the race was done, there were cheers of jubilation across the neighbourhood.
Yes, so we are all very happy. Happy for Joseph Schooling, happy for what he has achieved for Singapore. All of us feel a compulsion to send congratulatory messages.
Businesses too, as well as various other types of organisations and public figures. Except that cleverly masquerading behind their congratulatory messages, they seem to be capitalising on the opportunity to push their own agenda.
One of them, for example, turned the congratulatory celebration into what looked like a birthday celebration for some unknown fella. Alright, maybe he isn’t so unknown, but surely he’s not the star of that celebration.
Another one that speaks about years to prepare for greatness, and just 50.39 seconds to make history. Their brand can be destroyed in that moment too. Warren Buffet had said:
It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.
The one that tried to sell bread on someone’s demise, took the lesson from last year and gave stuff away on this occasion.
Two fast food outlets also gave stuff away.
Others thought they were creative by creating promotion discounts based on Schooling’s 50.39 seconds Olympic Record achievement.
I’m sorry, but this is all in such poor taste.
Why is it so difficult to just simply congratulate Joseph Schooling?
Just a simple graphic, one that draws attention to the congratulatory message, not to the brand. Surely not to capitalise on it for some shameless gain. Like mine. (Or am I also shamelessly self-promoting?)