Using 'Shoe Mart' name in vain

Imagine “Santa Claus” being Mega Mauled.

Imagine some talent scouts “ripping off” a four-year old’s face.

Imagine people using the “Shoe Mart” name in vain.

Through the years we have all associated the brand “Shoe Mart” or “SM” with professionalism and good business practice.

I personally have expressed my admiration of how the Sy family and the SM group conduct themselves to the point that I previously suggested that we ought to let the SM group build our international airports and facilities because they certainly know how to build things and operate them efficiently.

Unfortunately, size and success comes at a price.

It seems that certain individuals who have contacts or links with promoting events and thematic campaigns for the SM chain of malls, think that size and success is license to misrepresent the SM group and take advantage of “foreigners” or a four-year old.

Apparently some talent scouts associated with some advertising supplier for the Shoe Mart chain have been hiding behind the Mega Mall while stealing the faces of unsuspecting individuals.

In one case, a male foreigner was approached by some talent scouts and asked if he wanted to join in a “photo shoot” where they were searching for Shoe Mart’s Santa Claus. The foreigner thought nothing of it and went along with the invitation. He was told that if his face passed the screening, he would be advised. In the mean time he was paid a minimal fee for his time and participation in the photo shoot.

No calls came and so the foreigner thought nothing of it. One day he returned to “the scene of the crime” to go shopping. It was then he took notice of how his face or portions thereof were on certain Santa Claus promotional items displayed inside his favorite mall.

The guy was understandably upset at this attempt to “pirate” his physical trademark without so much as a “by your leave” or a plain and simple “thank you”. In his desperation, said foreigner “went to town” to bring this deceitful act to members of media.

When I saw the segment on Ben Tulfo’s “Bitag-Live” on UNTV, I simply shook my head in disbelief that some people can be so stupid in thinking that they could get away with the crime because their victim is a “foreigner” who won’t be staying long in the Philippines. I could only wish and pray that someone would bring the matter to Tessie Sy-Coson or one of the family members so that such abuse would be nipped at the bud.

Unfortunately, a few days later I learned about another case.

Unlike the “unwitting Santa Claus”, the next case was about a four-year old “tisoy” whose photo was to be used in a Toy Catalog ONLY. The mother as I understand it had explicitly stated that the material shot would be for the Catalog and not for TV ads or any other form of advertising.

Lo and behold, little four-year old’s face was soon on TV, the Toy catalog, and last we saw was on a huge billboard on the wall of Mega Mall. Of course the mother was upset with the betrayal of trust.

But what makes both instances sad and unfortunate is that both parties taken advantaged of, were people who patronize SM, who were willing to share their “character” with SM, and would have been proud to work with SM.

They were also people who could have used the extra income and the “break” that the SM image could have given them.

Instead they, along with SM were taken advantaged of by “talent scouts” who proved to be very talented at scalping helpless people as well as Shoe Mart. If by chance Ms. Tessie gets to read this “sumbong” may I also suggest that she develops a team who can reach out to people who encounter problems or difficulties with their various business units.

Sometimes, just being able to talk or tell someone who is willing to listen, already solves half of the problem. Reports have it that attempts at reaching out to the SM legal department is equivalent to talking to the façade of the Mega Mall. It does not talk back, it does not respond. And like some cheap cell phone, it cannot be reached!

If having “real people” in the front line is considered risky business, perhaps Ms. Tessie can put up a VERY PUBLICIZED Email address so people can send in their comments and suggestions which can then be reviewed by the Sy family and their managers. This way, columnists like me who don’t have Ms. Tessie’s number, would probably be writing about other things.

In the same breath, Ms. Tessie should also consider appointing independent “ambassadors” who can freely speak with the public, tenants, and suppliers who may have ideas, sentiments, and serious business concerns” connected with their chain of malls.

The fact of the matter is that the SM group has become the largest Kingdom among malls in the Philippines and just like the proverbial kingdoms, many feudal lords and war lords don’t always tell the royal court all the things that have been happening in their respective domains.

Perhaps it is also time to go back to the roots. To check who has been vigilant and who has been taking Shoe Mart’s name in vain, taking Shoe Mart’s cash in exchange for “pirated” material, and who among the Shoe Mart managers have been sleeping on the Job while “Santa” came to town!