Several years ago, the French word "ambassador" sounded in a new interpretation. Instead of a high-ranking diplomatic representative, a modern person comes to mind, living in the style of the brand he represents.
What is an ambassador
Ambassador is no longer just a politician. In a marketing sense, he is not the face of the company, he does not appear on posters and in advertising, but he has a direct impact on the target audience, which he is called upon to lead. The impact on human consciousness occurs through social networks and promotional events, which subtly reflect the interaction between the product and the brand ambassador.
With the help of ambassadors, companies show the consumer how products look on ordinary people, perhaps not even a model appearance, but having a certain weight in society. Such a person is recognizable and approved by the audience - that's what an ambassador is.
How do you become a brand ambassador?
A contract is concluded between a person and a company, which describes in detail what functions the ambassador performs and what awaits himcompany within the framework of its activities. The contract clearly describes how to interact with other brands and products, but most often the creation of such a connection is prohibited, because another company is already associated with the image of a person.
The goal of an ambassador is to present a product and form a positive opinion of the society regarding it. Of course, the work of the ambassador is paid, but it should be obvious that the person really shares the principles and lives in the style of the brand, and does not play a role.
Who is the perfect fit for this role?
In most cases, public figures, bloggers, celebrities become brand ambassadors. Depending on the product promoted by the ambassador, it can be a well-known specialist in a certain type of activity: a doctor, a bartender, a lawyer, an athlete, or married couples. However, there are examples when a person became famous after he started cooperation with the company.
Ambassador's reputation should be protected from public scandals, as social attention is increased to his life, and, accordingly, to the brand. In the event of a negative reaction to his actions on the part of the consumer, the company terminates the contract so that the negative attitude towards the individual does not pass to the brand.
What is an ambassador, and how reputation can ruin cooperation, is best explained with examples. Kate Moss became a Chanel ambassador, but after the scandal in which cocaine was involved, the contract was terminated,because the company is not ready to risk its reputation and lose its good name, causing an association with drug addicts.
