The value of workers as brand evangelists


Some major marketers, including Kraft Foods and Overstock.com, are recognizing the value of their workers as brand ambassadors, and making them an integral part of focus groups and the face of ad campaigns. “Employees need to be a part of the marketing supply chain,” said Jim Speros, chief marketing officer of Fidelity Personal, Workplace and Institutional Services. “Many companies forget that their employees are their ultimate brand ambassadors.”  Advertising Age (tiered subscription model)

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