Brand champions, ambassadors and advocates
If employees don’t support and advocate the brand’s promise, that money is being wasted
Paying people to promote brands has long been a contentious – and confusing – issue in the industry. There is confusion around the terminology, what they’re actually called, and controversy and cynicism about whether it’s an effective way to market a brand or not.
Bar the fact that the desire to change another’s copy is a natural human instinct, sorting out the terminology is relatively easy. So, feel free to change the words, it’s the meaning that matters.