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Brand Ambassadors and Burritos

By: Maya Lunnemann | 04/07/2008

In a world of TV shows, radio programs, the Internet, revolving billboards and restroom advertising, there's no doubt that we're overwhelmed with marketing messages (studies indicate numbers anywhere between 600 and 3,000 messages per day). So how does a company cut through all of that clutter?

Let's rewind to last week. My co-workers and I had the pleasure of participating in one of Chipotle's marketing efforts. Zach, the regional marketing manager, brought in boxes and bags full of food, information and other goodies. As we set up the conference room, it occurred to me that Zach is more than just a regional marketing manager – he's actually a brand ambassador.

Some may argue that brand ambassadors must be celebrities. I would venture to say that a brand ambassador is anyone who represents your company and strives to create brand loyalty. They are charged with using every customer touch point to strengthen the brand and build relationships with current and potential customers.

In this case, Chipotle used its employee as a brand ambassador. And there's no doubt that they gained a few new friends last week.

In fact, I think I just saw Beth walk in with a burrito …

Posted in Brand Positioning