These days, everyone is going on about being natural, eat natural foods, use cosmetics made from natural products , make up and hair should look tousled and almost nude,that’s what is natural and fresh. Practically everything is about being raw ,gratingly so at times and spontaneity is much applauded. No overly rehearsed , overly made up looks or overly prepared speeches for that matter, you know look and sound like an automatic Hong Kong TVB gameshow. Just be natural, is a phrase oft used. I used to think that is because wow, Brand ME must be really awesome if they accept me just as I am. But lately, I can’t help but wonder when people tell you to be yourself, is it because they really think you are cool or in reality,it is because they just have no clue as to what cool really should look or  be like.

For instance last week, I attended the launch of an international sports apparel brand. It was food and dance , fashion show and they threw in group exercise for attendees. A very novel idea , a dozen stars and celebrities were to attend the event and, I confess, I always wanted to dance amongst the stars, so I went. Of course ,the freebies seemed very interesting too.

It went on well enough until the celebrities who were dressed in the launched attire were invited on stage to parade the new range , which is when I and the assistant editor from a mainstream newspaper felt things went awry. Hey , I sincerely hope that we have not embraced spontaneity to such an extent that it is considered dignified for a beautiful intelligent celebrity to prance around on stage claiming to all and sunder, that she doesn’t know what she is supposed to do. Or, for that matter, having them run around on stage looking lost is considered elegant even though a more creative one decided, rather than just run around aimlessly , let’s just give the cute comperes some bacis on the cheeks , tender though the scene maybe. We both made a verbal mental note, maybe too much of a “be yourself, be natural” act is not necessarily a good thing.

I guess , if we need to scapegoat someone, then let’s just take the event organisers to the gallows and off with their heads! They went through such details as to provide the stars or brand ambassadors special VIP toilets to protect their dignity but just forgot the simple matter of a brief mention to them as to what they are expected to do on stage as brand ambassadors. Of course my idea of a “meet  the brand ambassador” event, would be an event where ambassadors not only make the clothes look good which they did very well but I would like any ambassador who represent brand ME, to uphold my image, dignity and truly embody what I, the brand stands for consistently , because consistency is important in branding. I mean, surely Malaysians are not that star struck that all we need to be sold on a brand is a pretty face and some freebie exercise event, at least I hope not. So, I was left wondering what was the brand’s message that, we were suposed to read with that whole evening’s exercise, pardon the pun?

Not too long ago also, I  attended a “fashion show” of an international brand that focuses on the chinoiserie team. It was organized by a reputed magazine and they threw in a talk by an international leading auction house. I was really excited and looked forward to  what I expect should be a stupendous event, big names were involved after all. This is an international fashion brand that managed to successfully brand an old tradition , modernised the look and took it worldwide as a fashion brand. A total branding success story!

But I guess, like all great plans of mice and men, the lesson to be learnt here would be , we must never take things for granted. It really doesn’t hurt to test your audio equipment before the event and really , 4 pieces of clothing and models looking anxious because they have walked one round too many, does not a fashion show make and does not do credit to the brand. It shouldn’t be because it is an international brand , it means that we have to compromise our standards. No one should have to put up with any gross inorganization, that could have been easily remedied with some minor attention to detail . And seriously, making the restaurant owner own up and apologise for the audio fault, doesn’t take away the accountability to the brand which in my humble opinion, should always lie with the brand owners . In fact, I think it made it even more of a cop out! I mean as far as branding  is concern in  that event , I have to confess, I was more than  mildly confused with the message they were trying to convey and could not help but wonder, how often do we sabotage our own image with the little things that we don’t do?

I mean Malaysians, are a really forgiving lot and we always say nice things , love most brands and especially with the current trend of positive thinking, we try to look for something good to say and always give “A” for effort . But surely, that doesn’t mean our generosity of spirit should ever be abused! Be that as it may, the onus therefore lies with the sincerity of the giver rather than the graciousness of the guests. Which basically, means we get to call crap , crap and not beautificious goo… and remember , this isn’t criticism, it’s just a little  feedback….

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