The concept of “brand ambassadors” intrigues and delights business communicators. It’s a fact that people trust peers more than any other source, so what better marketing channel than one in which ordinary consumers do the marketing for you?
There have been hundreds of successful examples of companies enlisting customers to promote their products. My favorite is Fiskars, the Finnish maker of fine cutting tools that has used a private network of crafting enthusiasts called the Fiskateers (below) to focus product development, generate instant feedback and help sell products into specialty stores.
