The new face of brand advocates

As part of their communication efforts, companies have used and abused actors, athletes and celebrities as brand ambassadors who endorse and become the face of their brands. The pairings of George Clooney with Nespresso, Roger Federer with Gillette or Haifa Wehbe with Pepsi come to mind. Over the years, another profile of ambassadors emerged. Companies started ‘activating’ real people, such as influencers and bloggers whose passions and interests intersect with their brands and help bring them to life.  Red Bull, for instance, has been activating college students who are young, athletic and stylish as brand ambassadors in an effort to enhance the company’s image and gain credibility with consumers of this  age group. Lately, however, companies have started turning inwards and tapping the potential of their greatest assets, their employees, as ambassadors. And those organizations that have been investing in their internal force are reaping substantial rewards on diverse levels.