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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. 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.
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