The GushCloud marketing scandal went viral recently when Singapore’s largest telecommunications company, Singtel, engaged GushCloud and its bloggers to post negative publicity on social media about its competitors M1 and StarHub.

GushCloud and Singtel have since made a public apology. StarHub and M1 accepted the apology after Singtel dismissed the employee responsible for the unethical and dubious marketing campaign.

So has StarHub suffered any brand damage after this incident? According to the management, they don’t think so. In fact, Singtel shot themselves in the foot and was the one who suffered the greater brand damage. Because of the saga, the cost and effort for Singtel’s recent rebranding exercise seems to have been flushed down the drain.

And is StarHub planning to take any legal action against Singtel?

CEO of StarHub, Tan Tong Hai, said:

We will leave this matter to the Infocomm Development Authority of Singapore to come out …