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December 18, 2006
Will the real brand ambassadors please stand up?
Spike Jones smartly defines the differences between real brand ambassadors and guns-for-hire who are incented to buzz.
He's got room to talk, too: His company, Brains on Fire, created the Fiskars Ambassadors program (also known as the Fiskateers.) I've met the original four brand ambassadors and they are passionate about scrapbooking and Fiskars. No points or incentives needed.
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"Incented to buzz" - Gotta love that one. I can just see someone in the boardroom hitting Power Point slide #5: We Must Incent the Buzz!
Thanks for the love, Jackie. We've been humbled by that movement and the passionate people involved who take their "ambassadorship" very seriously. They continue to amaze us with their ideas and commitment to the movement and to one another. It's been a great ride so far.
