Best Practice Report

Best Practices For Driving Employee Brand Advocacy

Five Methods For Delivering On The Brand Promise Through Employees

May 16th, 2008
CC
Cindy Commander
With contributors:
Jaap Favier , Evadne Cokeh

Summary

To drive employee brand advocacy, CMOs and other executive team members invest time and commitment. Taking a page from the methods used by successful CMOs, marketing leaders should use five best practices to move employees from brand resisters up the pyramid to brand advocates: 1) Share the brand message internally; 2) involve employees in brand planning; 3) personalize the brand promise; 4) enable employee delivery of the brand promise; and 5) reinforce brand-aligned behaviors and attitudes.

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