Tapping into healthy ambition and ego to amplify the brand - Kademy - chunk 6

who injected genuine emotion into their responses weren’t necessarily the most senior individuals or those with the most media training. Instead, they were individuals who identified with ambition and ego, concepts often associated negatively, which, combined with a strong emotional connection to the brand, enabled them to deliver authentic advocacy. Armed with this information, Branko and the team are focused on spotting these natural communicators and creating tailored programmes to help elevate their voices.