13 April 2006

Unleash Your Brand Ambassadors

A pharmaceutical giant awakens to the untapped brand-building power of its people. Will other companies (and industries) follow?

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
A recent GlaxoSmithKline decision took the advertising industry by storm: The pharmaceutical giant enlisted its 8,000 U.S. sales representatives to act as "public relations ambassadors." The company hopes that the reps will help to counteract negative images of the pharma industry. Will other companies (including yours) follow their lead?
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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