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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See also
Don't Neglect Your Brand Ambassadors
Married to the Brand: Why Consumers Bond With Some Brands for Life
Marketers: Don't Ignore Your Company's Employees
Manage Your Human Sigma
Can Advertising Still Contribute?
The Power of the Fifth P
Living the Brand

Customer Engagement: Going Beyond Satisfaction

How do world-class organizations rise to the top in today's intensely competitive, turbulent global marketplace? High-performance organizations recognize the emotional drivers of human nature and leverage them to drive performance, one customer at a time.

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