Paid bloggers. Spokespeople. Models that stand next to cars at an auto show. I’ve heard them all called ambassadors. And I wholeheartedly disagree.
Remember: it doesn’t have to be big gestures, just special ones.
Revisiting the tenants 36(ish) months later. Part 1
Everybody’s got one.
Top-down or bottom-up? Well, yes.
Your greatest responsibility is making sure you have the backs of your ambassadors.