A Brand’s Best Friend - Part 2

Posted on April 29th, 2009 by Spike and currently 1 commenting.

A couple of weeks ago, Geno posted a primer to his talk in San Francisco at the New Comm Forum about the new way to define brand ambassadors. And in talking to some of our clients, we’ve come to realize that the best way to really look at brand ambassadors is as a best friend. And that really got my wheels turning this week.

From Geno’s post, he quoted Suzanne Fanning (a client and friend of ours), who said: “…and like any friendship, it is two-way.” She also said that the rules of friendship apply. Allow me to expand:

1. Best friends don’t “use” one another. So take that word out of your vocabulary altogether. You don’t try and get your best friend to do things for you. You don’t try to manipulate your best friend. You might lean on them or ask them favors from time-to-time, but expect them to do the same.

2. Best friends are as loyal as the day is long. No matter what. They stand beside each other in good times and in not-so-good times. But they are there. And not going anywhere.

3. Best friends love each other despite their faults. In fact, they love each other because of their faults. Nobody is perfect. And best friends except that.

4. Best friends keep their word. Whether it’s keeping a secret or doing what they say they will do, you can expect your best friend to be honest.

5. Best friends value one another. They know it takes a certain kind of person to love them, so they value that special relationship and won’t forsake it for anything.

Best friends are rare. How many “best friends” do you have? I can count mine on one hand. These are the people I would trust with my life. I have a lot of friends. But just a few I hold close. And I really believe that’s how we should look at best friends for our companies. Have a lot of friends, but keep those best friends close. Because as long as you never let them down, they’ll be sure and do the same.