we wrote about how youtube is today's powerful definer of brand equity. we talked about that in relation to Hollywood's christian bale. (read here: http://the-wawam-file.blogspot.com/2009/03/youtube-todays-most-eloquent-definer-of.html)
here is one that happened here in the philippines recently. this whole thing started at youtube with bloggers and numerous pinoy bulletin boards talking about it in the internet. and in no time, it jumped into mass media.
before this youtube posting, i did not know who on earth is Boyet Fajardo. it was the first time i heard of the name and also the first time that i knew this boyet fajardo is a fashion designer who has clothing lines being sold in many of the department stores.
but now i know his name and his youtube fame, i will not buy any of his clothes even if you put a gun into my head.
this boyet fajardo actually appeared on tv the next day the above news item was shown on national tv. in it, he tried to apologize. but something was wrong in his apology. well two things. one, on camera he did not appear sincere at all on his apology. he was not even looking at the camera. and if he was really sincere with his apology, shouldn't he have tried to get in touch with the salesperson that he humiliated? no mention of his effort to personally apologize to that poor guy.
second, his ending statement bothered me very much. he said he came from a long trip and was very tired. after a few more sentences, he concluded that he was sorry as "both of them (him and the sales person he humiliated) were victims"!!!
huh? how in the world was he a victim? he was a victim of jet lag? that is just the icing on the cake on his insincerity.
because of this boyet fajardo's youtube fame, Brand Boyet Fajardo has been clearly defined for me, even before i actually saw the brand. i even won't use his clothing line as rags even if he gave them to me for free or even if he paid me to do so.
read about boyet fajardo asking forgiveness from the wrong person here: http://wawam.wordpress.com/2009/03/25/boyet-fajardo-asks-forgiveness-from-the-wrong-person/
mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away
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