Tapping into healthy ambition and ego to amplify the brand - Kademy - chunk 4

key responsibility of Sabre’s corporate communications function. However, the team wondered if they were overlooking other voices within the organisation who could be powerful brand spokespeople. Branko Karlezi and the team tested this hypothesis by bringing together formal spokespeople with other employees who were identified for having strong brand commitment. They learnt that those who injected genuine emotion into their responses weren’t necessarily the most senior individuals or those with the most media training.