As noted by marcom advisory JLC Group , happy employees (and not necessarily your sales execs), followed by satisfied customers, are a brand's two most powerful torch carriers when it comes to promoting your brand.
Consistent with that erudite observation, WSJ's Sarah Nassauer's headline story in today's paper "A New Sales Model:Employees" might not be a new revelation per se, but her story profiles several companies (Zappos & J.Crew) leveraging that theory, with one of today's most powerful branding applications; both of these companies are producing [hopefully viral] online videos that profile employees either modeling or demonstrating their companies' products/services. This strategy completely conforms to ad industry's scientific theory that "real people", as opposed to actors or celebrity spokesmodels prove to be a brand's best influencers.
Coincident to WSJ article's reference to brand-based online video schemes, the NYT Business section today dedicates a half page "viral video strategies of the week" to Thinkmodo and the strategy they devised and implemented on behalf of upcoming film "Limitless"... The Youtube driven shorts have apparently attracted 500,000 viewers in the last four days alone. Let's hope that the film comes out real soon, otherwise the recall rate is at risk of melting down faster than a nuclear power plant.
Speaking of online--for you marketing/sales execs overseeing online and e-commerce initiatives--keep your fingers on the pulse of increased brick and mortar retail lobbying efforts to turn up the volume on imposing sales tax on products sold over the Internet.
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