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- #CommsChat on employees as the gatekeepers to brand reputation
- #CommsChat on the use of video in internal communications
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- Transcript
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January 13, 2015 Transcript of #commschat on brand amabassadors continued…
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#Commschat will be back next Monday, same time, same cyber space. Check back for topics!
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@CommsChat A5: Hopefully the brand has a succession plan in place 2 ensure tht equally powerful ambassadors r n place #commschat
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@CommsChat thanks everyone glad I caught some of #commschat
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That’s all from us, good night and thank you for your insights #commschat
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@CommsChat if the new brand is completely different to the initial brand the initial brand could benefit #commschat
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@CommsChat Not a lot … Is it better to have an ambassador that is true & they’re for the right reasons ! #commschat
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@CommsChat the new brand may struggle to shake people’s old perceptions & associations #commschat
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T5) Own the change.e.g. act quickly to replace them and move the brand on #commschat
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@NafisaNathani Marilyn Monroe is my favourite example #Chanel #commschat
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In my eyes a brand ambassador should be one for life! They still use/represent the brand no matter what #commschat
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@CommsChat find something positive in it – make it a step that you maximise #commschat
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Final q. of the night T5: What happens to the initial brand or product if a former ambassador moves on to a new brand? #commschat
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@thatsmeemily @herron_bird @amandacomms @CommsChat … What is a Lupita ? #feelingold 😉 #commschat
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The video: http://instagram.com/lupitanyongo #commschat – great move I think!
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@CommsChat T4) (Cont.) Of course, an early decision doesn’t have to be final but doing something usually better than nothing #commschat
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@GoooRooo @thatsmeemily @herron_bird @amandacomms #CommsChat …. Really I don’t follow either … I might in name of research only obvs
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@TimElliottUK @herron_bird @amandacomms @CommsChat Lupita did a clever Lancôme placement on Instagram for the #GoldenGlobes #commschat
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The best social media ambassadors are real employees #commschat
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.@CommsChat T4) Make a fairly quick decision. The impact of an ambassador with reputational issues only worsens if they don’t #CommsChat
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@CommsChat I suppose it depends what and who – thinking of the recent football outrage #commschat
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@thatsmeemily @herron_bird @amandacomms @CommsChat … Can you name any non TVad advocates ? Social posts for example? #commschat
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Could the right brand, perhaps something like Levi’s, with a rebel image, get away with a scandalous celeb figure? #commschat
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@CommsChat T4 … The synic in me says it’s too late by then ! #commschat
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@TimElliottUK @herron_bird @amandacomms @CommsChat yes it’s a fairly new one I think #commschat
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@herron_bird @amandacomms @thatsmeemily @CommsChat I’ve not seen that … Is it on at the mo? #commschat
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Leading on from that… T4: How should a company deal with a brand ambassador that has reputational issues? #commschat
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@amandacomms @thatsmeemily @CommsChat I forgot about that … That was odd … Where are we on Mr Clooney & coffee? #commschat
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@thatsmeemily @TimElliottUK @CommsChat that was really odd – not the best role model! #commschat
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@amandacomms @TimElliottUK @thatsmeemily @CommsChat Johnny Vegas has never personified a relaxing cup of tea to me #commschat
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@amandacomms @TimElliottUK @thatsmeemily @CommsChat Alicia Keys Blackberry – why oh why! #commschat
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@amandacomms @TimElliottUK @CommsChat I always found the iggy pop/car insurance ads very disquieting… #commschat
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@TimElliottUK @thatsmeemily @CommsChat I wonder if anyone can think of a more odd combination? #commschat
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@CommsChat a poor ambassador could potentially alienate the customer, loose trust, impact reputation or alter the brand’s values #commschat
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T3) Ambassadors a way in which some consumers will decide integrity / trustworthiness of a brand. Bad choices = bad perceptions #commschat
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@amandacomms @thatsmeemily @CommsChat yeah that was him …I always thought that was odd … Despite the obvious Brit ties #commschat
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@NafisaNathani haha great analogy #commschat
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Disagree in Kerry Katona/Iceland relationship. She embodies brand. Like Michael O’Leary Ryanair. Can’t put lipstick on a pig #commschat
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@CommsChat yes and lots of others over the years #commschat
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@thatsmeemily @amandacomms @CommsChat … Who was that punk who did the butter ad? #commschat
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Decline in trust and reputation brand. No point using ambassador just for column inches. Spin is dead #commschat
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@amandacomms @CommsChat recent example: Lance Armstrong #commschat
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@CommsChat T3 … You lose credibility and trust … A lot of branding on and offline nowadays is built on trust #commschat
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@NafisaNathani @BridgetAherne Agree. It needs to be perceived as real too. #commschat
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@TimElliottUK @amandacomms @CommsChat Kerry Katona seemed to cheapen the brand, can’t believe that’s what they would have wanted #commschat
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@CommsChat like many there have been things go wrong – like when one gets arrested!! #commschat
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@thatsmeemily @CommsChat Horrible isn’t it? And I don’t mean the prawn ring 😉 #commschat
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Third topic: T3: What is the impact of a poor choice of brand ambassador? #commschat
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@amandacomms @CommsChat I don’t know anyone who believed any of the Iceland attempts at celebrity advocacy #commschat
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@CommsChat It’s a valuable tool but, to me, just one of a suite that can be used, alongside market research, consumer data etc #commschat
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@TimElliottUK @CommsChat great example! What a cringeworthy ad #commschat
CommsChat 
Farrah Parker 
Amanda Coleman 
Tim Elliott 
Neil Cardwell 
Emily J Andrews 
Nafisa Nathani 
Transform magazine 
Montse Cano See what others are talking about "Brittany Golob"
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