Page 9 - SB volume 12 for web

FOREWORD Awards and Competition

Competition is all about good, better, best, and with a thesis, its theory is argued
till proven. In marketing, it’s consuming demand for profit! And the key word is
nothing more but profit. Then again, we are talking about Capitalism, period.
Let us leave morality aside other than compliance with the laws of the land.
There is no room for emotions, passion, and rationale. At the end of the day,
awards are nothing more than a celebration, a culmination if not a perceived success
for others to contend with. Rationalizing an award is to subject the glorification to
investigation, fact-checking, and scrutiny. Incidentally, it is also personal, a gift or
an endowment if necessary. So how does one scrutinize or rationalize its integrity?
Need one require integrity to afford a unique gift, a token, or a prize? There seems to
be more questions about comprehending awards than sheer acceptance.

Rationalizing awards are passed on to the consumers to accept with advertising
assistance. Yes, ad spending generates an awareness based on perceptions other than
detailed scientific scrutiny of the competition. Let’s take, for example, the infamous
Nobel sponsored by the dynamite creator. Is it acceptable after the creation of an
explosive powder meant for destruction? What of the award given to Hitler?
And of late to Ma. Ressa? Truth is fleeting over time as circumstances change,
and if there is one reality, the only constant is change.

Awards are for consumers, regulated by the registry, if not the intellectual property
paid for its service. Compliance with the law is about the legal arena one is
subjected to, depending on the country of operation.

Consumer preference is based on perceptions and is subjective, and it cannot be
coerced by advertising other than an awareness program to spread acceptance.
Like in an election, the mandate given is rationalized as a democracy or rule of the
many or most. The competition does not necessarily mean the best but the direction
of the majority for believers to win the prize. Success is proven in time, like a thesis.

Going forward, as Superbrands

Superbrands is a program enjoined by many we define as the consistent delivery of
the brand promise that makes them the brand. While it is an award in the realm of
compensation, we are not a competition. We do not promote good, better, or best.
Compliance with the law is the registration and certification paid for to no less the
intellectual property of the land, which is by the way territorial and never indicative
of one’s superiority over the other, or the word award will be called the winner.
The culmination of the two words to form a Superbrand indicates the winner’s
perception. As for advertising and awareness efforts also paid for, the program
participants foot the bill.

Advertising

There are barriers and limitations to conveying copy, addresses, directions, and
photos. With limited space, if not time on the multiple platforms being a Superbrand
and its logo is the ad. If not, endorsements are subjected to space, time, and audio,
but the presence of the Superbrand logo says it all.