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Brand Ambassadors

Business Journal

Many star employees are open to new job opportunities. Companies are doing a poor job of wooing them.

Business Journal

Less than half of U.S. employees strongly agree that they know what makes their company's brand different from that of competitors.

Business Journal

School districts can take concrete steps to create more brand ambassadors -- and engage more teachers.

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School districts are missing out on engagement opportunities with current teachers who can influence new recruits and parents.

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Millennials are the least-engaged generation of consumers. Brands are not delivering on this group's ideal customer experience.

Business Journal

Marketers faced many challenges in 2015, and Gallup covered some of the most significant ones, such as Volkswagen's emissions scandal.

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But all is not lost when problems occur. Companies can take steps to fix their mistakes and recover engagement.

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A brand promise is an agreement between a company and its customers. Gallup finds that companies are largely failing to make good on those agreements.

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Companies that pay big bucks to advertise during the game tend to overlook the most crucial factor behind their brand's success.

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Employees across a range of industries are confused about their company's brand promise, Gallup has found. Here's how to help them understand it -- and how to "behave" the brand.

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Aligning your employees with your brand's identity is essential to your company's success. The problem is, too many employees don't know what your company stands for in the first place.

Business Journal

Bank CEOs who successfully navigate this stormy economy deserve whatever power, prestige, and rewards they may garner. But a Gallup study in the U.K. reveals who's really responsible for improving a bank's performance: frontline associates, who make or break their companies' future every day.

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Bankers know plenty about their customers. They know their demographic data, their transaction activity, and their financial history. They likely know every necessary personal detail that will protect their assets. But do customers know their bankers? Probably not, Gallup says.

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Changing your brand promise involves a lot more than altering your advertising. That's because whether you're selling casual dining, SUVs, or daily newspapers, the promise isn't the only thing that matters -- the delivery counts too.

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Your company must do more than make promises to consumers. You need brand ambassadors who deliver on them, says William J. McEwen, author of Married to the Brand.

Business Journal

Gallup has found that employees often feel disconnected from the brands they're asked to represent. They also have little knowledge of -- or enthusiasm for -- what it takes to transform customer transactions into enduring relationships.

Business Journal

Fully engaged customers deliver a 23% premium over average customers in share of wallet, profitability, revenue, and relationship growth. That's exactly why so many call centers survey customers to determine their level of engagement. But what happens in between measurements? Specifically, how can a team leader keep customer engagement from feeling like an isolated event, rather than a way of doing business?

Business Journal

There's no easier way for a company to generate buzz than by launching new products. And Wall Street sure loves to hail businesses for their creativity and innovation. But is churning out one new offering after another really effective? What happens when every pizza chain decides to offer a stuffed-crust pizza and every cellphone maker develops a slim Razr clone?

Business Journal

A recent GlaxoSmithKline decision took the advertising industry by storm: The pharmaceutical giant enlisted its 8,000 U.S. sales representatives to act as "public relations ambassadors." The company hopes that the reps will help to counteract negative images of the pharma industry. Will other companies (including yours) follow their lead?

Business Journal

In creating their brand images, businesses typically focus on the external world. They take a walk outside the organization to see how they look through the eyes of the prospects and customers they hope to entice. But too often, those companies overlook an audience that's every bit as important as the external one: the employees who "live" the brand every day.