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.