Brand Ambassadors, Brand Advocates or Brand Influencers? 10 key differences

A recurring discussion in marketing departments is how to identify, engage and collaborate with strategic individuals given the numerous possibilities offered by digital technology. Although the involvement of influential people

Brand Community to Brand Equity

I was previously asked to prove that community commitment is an attitudinal antecedent of brand advocacy (and brand loyalty), and is therefore fundamental to the ultimate goal of building brand

Brand Ideals definition: first step in your Branding Strategy

Marketing and corporate communications managers are often confronted with the need to anticipate market trends. In order to be at the cutting edge of innovation, they are often willing to

Social Media ROI to measure relationship quality? No, thanks

One of the major challenges for companies is to guarantee continuity of the relationship development process. Since priorities in companies can change quickly, while the relationships takes time to evolve,

Invest in your Brand Community to increase Customer Loyalty

Nowadays, companies are constantly reconsidering their online strategies due to the risk of seriously damaging their reputation, being labeled as “anti-social”, or being unable to handle online conversations. Despite the

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