Brand ambassadors are more than ever - and still increasing - an important communication topic in German companies. The discussion often mixes with the hype surrounding influencers in social media. An article on the current situation.
In the dramatically growing flood of information, it is becoming increasingly difficult for companies to get their messages across and even high-quality content. People want to communicate with other people rather than faceless brand accounts, and recognizable brand representatives provide visibility and credibility.
The prerequisite, however, is that they are aware of their role and bc data communicate credibly, in a way that fits with the communication of the brand, the target groups and their own values. In addition, company employees cannot not be brand ambassadors as soon as they are assigned to the company - but the question here is how consciously this is done and whether it does more harm than good. This applies to the bakery salesperson as well as to the board of a DAX 30 company. For this reason alone, those responsible in every company today have to think about a brand ambassador strategy, regardless of how this develops later.
These are the central theses of my book "Pilots in the flood of information. Successful communication strategies with strong brand ambassadors from the company". When the book was published in spring 2017, I had no idea that the topic would gain so much momentum in the following year and a half. Even now, at the beginning of 2019, I have the impression that awareness is still increasing. My team and I are supporting several major brand ambassador projects in companies. A second brand ambassador book is in the planning stages.