A Brand’s Best Friend

Posted on April 15th, 2009 by Geno and currently 3 commenting.

Last year one of my favorite conferences I attended was the NewComm Forum 2008. I’m very fortunate that they asked me back to speak again at the NewComm Forum 2009. This year my topic is “Brand Ambassador, Defined!” Personally I hate the title I came up with but I love to talk about the subject.

To prep for my presentation I’ve been digging into our work with Brand Ambassadors. I’ve also reached out to several people to get other points-of-view on this subject. Brains on Fire client Suzanne Fanning of Fiskars Brands was the first person I reached out to with two simple questions: 1) What is a Brand Ambassador from Fiskars point-of-view? 2) What has Fiskars learned from your Brand Ambassadors?

Suzanne’s point-of-view in my opinion is pretty unique, The Fiskateers a community of crafters that Fiskars supports puts Suzanne and many others at Fiskars Brands in daily conversations with their customers… let’s change that their fans. They hear the good and the bad because Fiskars has asked for honesty from day one. A point that rings loud in Suzanne’s answers to my questions.

1) What is a Brand Ambassador from Fiskars point-of-view?

Suzanne Fanning: I am guessing that most people would say that they are our number 1 fans, but being in it like I am, I would say they are much more than that. They are really our brand’s best friends, and like any friendship, it is two-way. To stay in the relationship, we must continually hold up our end of the bargain. We must be honest and listen and try to understand their feelings. In return, they do the same. As long as we are both invested in the friendship and do not take advantage of each other or take each other for granted, it is beautiful.

2) What has Fiskars learned from your Brand Ambassadors?

Suzanne Fanning: As for what they have taught us, I would say that they have actually taught us quite a bit about ourselves. We make “stuff.” They make the “stuff” do magical things because of their passion, and their passion is something we (all consumer brands) need to understand to be successful. If there is anything they have taught us, it is that really engaging with your consumer is the key to, well, everything…

I hope some of you are planning to attend the NewComm Forum April 27th thru 29th. If you are you can get a $100 discount by using the following code SNCRFRIEND. Hope to see you there.

• Tweet
• RSS
• EMAIL
• more
  

  BlinklistBloglinesBlogmarksDiggdel.icio.usFurlMa.gnoliaNewsVineRedditStumbleUponTechnorati