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Brand Ambassadors: Then and Now

by | May 1, 2021 | Companies

Uncle Sam pointing for the purpose of recruitment
For centuries, big name companies across the world relied on promotion through celebrities, politicians, and athletes as brand ambassador. Brand ambassadors serve to demonstrate the quality and effectiveness of the products and services. Even Uncle Sam, though fictional, acted as a sort of a brand ambassador army, visible on every storefront with his famous “I Want You” catchphrase. Similar fictional faces were implemented in the ‘60s to serve as brand ambassadors that found steady client bases among parents and children. Some famous examples include the Pillsbury Doughboy and Ronald McDonald.

The consumer base at this time was heavily influenced by everything advertised on television in its early years. Consumers everywhere depended on the word of influencers and brand ambassadors to determine the reliability of a product. Actors, actresses, and athletes noticed a sharp increase in their incomes due to sponsorships, as companies began to realize the power of having a popular ambassador as the face of their brand. 

Fast forward to the present day. Although techniques that gained popularity earlier in the decade, like PPI marketing, can get a brand’s name onto multiple different platforms, web users have become increasingly impervious to such outlets. At the rate individuals consume information on the Internet, companies cannot afford to spend money on creating content that will just be scrolled past or overlooked.

As it turns out, the brand ambassador strategy is still a viable solution. In fact, due to the advent of modern day media technologies, ambassadors aren’t just limited to famous celebrities or athletes, but also normal individuals who champion the brand to their own relevant audience. Usually, this audience is highly engaged to the individual “micro-influencer” promoting the brand (both online and offline), driving up the effectiveness with which the marketing message is accepted.

At Evolvez, we capitalize on this new movement of brand ambassadors on college campuses to boost your brand message and product adoption.

Information via “The Evolution of Brand Ambassadors” by Toby Britton, Website Magazine.