• Define Brand Ambassador, please

    Posted on December 18th, 2006 by and currently 15 commenting.

    There were so many things at the latest WOMMA bash that I loved. And I have to agree with Geno ” it just might have been the best one yet. And while there are many reports of all the great stuff that happened, there’s something that I need to get off my chest… and that’s the blatant misuse of the term ‘Brand Ambassador.’ In two different instances we heard these words uttered to describe tactics that, in my honest opinion, couldn’t be further from the real meaning.

    So first of all, here’s what the dictionary defines as an ‘ambassador:’

    “noun

    1. a diplomatic official of the highest rank, sent by one sovereign or state to another as its resident representative (ambassador extraordinary and plenipotentiary).
    2. a diplomatic official of the highest rank sent by a government to represent it on a mission, as for negotiating a treaty.
    3. a diplomatic official serving as permanent head of a country’s mission to the United Nations or some other international organization.
    4. an authorized messenger or representative. Abbreviation: Amb., amb.

    That’s all nice and good, but in Brains on Fire-land, it goes a lot deeper. Not only do we believe that a brand ambassador is a passionate individual for a particular service or product, but we believe that individual is a loyal and loud advocate that spreads the goodwill in the name of that company, product or service. It is a dedicated mission that is personal and fulfilling for that person who is NOT there for PR or to push product, but to spread the love, per se.

    So where are the discrepancies that were overheard at the WOMMA summit?

    Case in point #1:
    The newly formed RepNation, which, as far as I can tell from their website, is a BzzAgent hybrid. In their presentation in one of the panels, they talked about their ‘Brand Ambassadors‘ that work on a campaign from one-to-three months and are rewarded ‘Cash, incentives, and/or RepRewards.’ Even better, ‘you will help your client deliver their marketing messages via online networks, offline networks and through marketing activities throughout their community. For example, you may be tasked with promoting a local event that a major fashion company is sponsoring and assist in the planning, production, and execution of the event.’ Now is this really a brand ambassador or a marketing assistant?

    Brand ambassadors aren’t marketers. They aren’t there as sales reps or for PR ” they are there to spread goodwill. Nice try, RepNation, but pick another name for your agents.

    Case in point #2:
    At Rex Briggs’ lunchtime talk, I showed up expecting him to talk about his book, ‘What Sticks,’ but instead heard a half-hour pitch on his company. During this time, Rex talked about a few of the companies that are their clients. Two of them were Procter & Gamble’s controversial Tremor and the folks over at BzzAgent. Rex also called the volunteer agents in these models brand ambassadors. Wrong. These are agents who hype one thing for a week then hype another thing the next week. They are not dedicated to or emotionally involved with any particular company or product (in general), but are basically told what they will talk about and how they will talk about it (yes, I know that’s a broad swipe). NOTE: Tremor and BzzAgent don’t call their volunteers Brand Ambassadors, I’m just pointing out that someone else did.

    So before we go throwing around names for these movements ” or campaigns in some cases, let’s agree on what to call them. Brand ambassador movements are a lot of hard work and very, very personalized and tailored movements, not something that can be started by an email to 4500 people who may or may not give a care.

  • http://lgbusinesssolutions.typepad.com/solutions_to_grow_your_bu/ Lewis Green

    Thanks Spike. We need to hear “Brand ambassadors aren’t marketers. They aren’t there as sales reps or for PR – they are there to spread goodwill” over and over again.

    You are exactly right, and I, too, am weary of the hijacking of the definition. Brand Ambassadors are passionate and loyal, not necessarily compensated for being so.

    Although employees are the first line of good ambassadors and they compensated, they are paid not to specifically be brand ambassadors but to do whatever job they were hired to do. It is their choice to take on the ambassador’s role, although the good CEO will arm them withstories and hold them accountable for building brand. At the end of the day, however, they do so by creating great customer experiences, not by being hired mouthpieces.

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  • http://johnbell.typepad.com John Bell

    I couldn’t agree more regarding the distinction between “organic” brand ambassadors and the Bzzagent model (they are becoming the “Kleenex” of incentivized WOM). That’s why we see more and more media companies adding incentivized WOM (okay, Bzzagent-like programs) as just more channels. That’s how they function – “I need 3000 agents in Minneapolis between the ages of ….”

    Brand ambassadors happen. They happen as a result of lots of great things aligning – great products and services, great listening, great brand attributes and more.

    When a client asks for us to create “brand ambassadors” I have to look back on their products/services and behaviors – will they support brand ambassadors?

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  • http://insights20.com Olivier

    Spike,
    Thanks for reminding us to be careful with the use of words. I think I understand better what brand ambassadors are not now, but can you clarify what brand ambassadors are and where they fit in the WOM framework? During the event, I also heard the terms brand advocates, influencers etc. Do those terms all mean the same? Someone mentioned in a debate that finding a common definition and common denominator would be more helpful than proprietary buzzwords with a Trademark symbol. I cannot agree more.

  • http://brainsonfire.com Spike

    Olivier, thanks for the comment and the great questions. And away we go:

    Where do brand ambassadors fit into the word of mouth framework?
    It depends on what framework you’re using and what your goals are. In the context that we’ve worked with them, brand ambassadors are a part of a formal movement and have been given places online and offline to connect. If your goal is to spread goodwill or bring a community of kindred spirits together, a brand ambassador movement might be something to consider.

    Do brand advocates and influencers mean the same thing as brand ambassadors?
    And that’s the reason I wrote this post. No, they don’t. Brand advocates are people who feel a connection and love for a brand. I’m a brand advocate for Apple, but not involved in any sort of program with or for them. I like to talk about them and tell others about their products, but I’m given no support my Apple to do so. Again, in the context that we’re using, a brand ambassador has a direct connection and communication with that company. Advocates, while loyal and passionate, don’t.

    Influencers, well, I’d point you to Ed Keller to answer that one. Influencers can be brand ambassadors, but they don’t mean the same thing. An influencer is a person who influences others (people in their peer group) decision-making process (usually purchasing decisions in this context).

    I agree that we all need to come to an agreement on what these terms mean. And maybe that’s something that WOMMA can do – a wiki on their site would be a great place to start.

  • Jeremy

    I must say, your post takes many liberties and doesn’t add up. It is great that you want to use “Brand Ambassador” as you see fit but the fact is, the word “ambassador” implies a paid representative just as the definition you quote implies. Political ambassadors are all paid. The term was adopted far before the word of mouth craze to describe those who assist marketing efforts in their local markets and communities but they have always been incented to do so as they should be.

    We must not forget that corporate entities are not, not for profits. If we are asking someone to take the time to support a brand or product in ways they would not normally, they should be incented. We all know the agency is.

    I agree that we need to seperate the distinction of those who just support a brand exclusively on their own merits. But those people are evangilists or advocates. We cannot take every single word out there and turn it to meet our needs. We also must realize that compensating those who want to assist in the marketing efforts for a company that makes money, and likely a lot of it, is not a bad thing assuming that the activities happen in a fully transparent manner and people are not deceived.

    Those involved in WOMMA and the word of mouth industry need to stop preaching as there are many valid solutions out there that are going to help grow the industry. If everything was strictly “authentic” word of mouth, most of us would not be needed here.

  • http://brainsonfire.com Spike

    Thanks for your thoughts on the subject, Jeremy. But I disagree. No where in my definition or the dictionary’s definition of “ambassador” does it say that they are paid representatives.

    You said, “If we are asking someone to take the time to support a brand or product in ways they would not normally, they should be incented.” If you’re talking about giving them product and money, then I disagee. But if the incentive is knowledge, empowerment and a sense of belonging to something bigger than themselves, then I’m with you. In the programs that we’ve created, we didn’t asked our ambassadors to do anything. We merely invited them into the fold and gave them knowledge and told them that we want to hear from them because they are important to us.

    There ARE many valid solutions out there. But there are many unvalid ones as well.

  • http://eventstaffingco.com Event Staffing Company

    I get asked all the time by marketing companies, “What are your rates for Brand Ambassadors”?. I was not sure for a while how to respond. I think that every Brand is unique, and deserves individualization. I can not just blanket or make a generic fee up to provide someone to them who should be invaluable to the Brand. Your definition has helped me put these approaches in place. I respond now as I always have, “each brand is different” and deserves to be treated as such. And, “I charge by the job”. But the difference now is, I will ask them “can you plase a dollar amount on conviction”?

  • Dr.H V Arvind Babu

    When a commodity is recognised in the market for its performance, consumers would like to buy from the same source of supply or orgion.Without a name for the commodity confusion for both consumers and Marketers surfaced. Obviously the commodity had to be called by a name and that is recognised as a brand name. Over a period of time competetors surfaced and each marketer wanted his product to be recognised and to move faster. The consumer was confused with several brands selling the same commodity. Marketers projected their commodities to the consumers with a well known personality announcing or admiring or admitting that this is the best commodity the consumers can ever have. Consumers are carried away by the presence of this person who is spreading the good will of the comodity and the marketer. He is in professional terms called as the Brand Ambassodor. Some people project a common man as the actual user. However if a single person surfacing as the BA for too many products looks rediculious.

    Sorry if I am wrong but this is what it means, I think.

  • wayne

    Please send me more information as to how i could become a Brand Ambassodor .

    Thanks

  • http://www.brainsonfire.co.za koba(jabba)

    can u pls send me email on hw to convience a company that i can be a good brand ambassodor

  • Ashish

    plz mail me more about brand ambassador
    my topic is “Brand Ambassador – Role In Promotion Of A Product”

    mail me – norisk86@yahoo.com