The Gallup organization reports on the shift from the material economy to the experience economy and how that affects an organization’s brand.
” . . . content is currency and people proactively share their experiences — both positive and negative — with their social networks. Firsthand experiences are now of the utmost importance to a brand’s position, reputation and success.”
The article points out that some companies overlook brand communication aimed at employees who deliver the brand experience.
“To deliver the meaningful experiences that customers crave, companies need workers who serve as brand ambassadors — exuding, articulating and exemplifying the company’s brand promises. When it comes to effective branding, employees wield tremendous power: Their influence on customer experiences can make or break a brand.”
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