Can workers become word-of-mouth brand ambassadors?

09/3/2008 | Advertising Age (tiered subscription model)

Zappos.com, whose employees often act as unofficial brand ambassadors by touting the virtues of working there, shows the potential of building a new model for this type of word-of-mouth marketing, according to Pete Blackshaw, author of the forthcoming book "Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000." "If conversation is the new gold standard, and employees are consistently at the heart of the conversation, we have a big compelling reason -- and tons of upside -- in rethinking the importance of employee advocacy," Blackshaw writes.

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