allaboutadvocacy.com

Moving towards Brand Advocacy

 Ad Age’s Jack Neff wrote that Forrester is coming out with a new report recommending that “brand managers” be newly named “brand advocates.” Forrester makes the claim that it is high time for marketers and agencies to capitalize on the Internet and focus on customer cohorts. The report being issued next week, Adaptive Brand Marketing: Rethinking Your Approach to Branding in the Digital Age, has many other recommendations about brand advocacy programs and what it means for marketers in 2010. Weber Shandwick agrees with this call to action for advocacy-focused marketing. In this complex and resource-restricted world, identifying your advocates and badvocates (what we call detractors) is the right solution. We are all advocates under the skin — maybe not all. Our research found that nearly one out of two (48%) of us are advocates, some more active than others. Non-advocates are also worth identifying and finding ways to communicate with and engage. Looking forward to the report.