Why brand advocates should be independent actors

11/30/2012 | Dachis Group

Brands need to handle their top advocates with tact, transparency and accountability in order to establish them as independent and credible voices, writes Charles Lim. That means not trying too hard to shape the things they say and do, Lim adds. "To maintain the perception -- and reality! -- that these advocates are independent partners, you must cede control to them," he explains.

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