Advocate
DEFINITION: to speak, to argue in favour of, support by argument, recommend publicly, a person that upholds for a cause
Here we detail how, what and when the brand is communicated to its target audience (who). All media and brand communication aims to support, at the end of the day, its most potent format… consumer advocacy - 'word of mouth'
BRANDCOMM STRATEGY
- Defining the brand communication and digital roadmap (the doing things - what, when, how and by who), defining budgets, media planning & purchasing and media relations
PRODUCTION AND IMPLEMENTATION WITHIN THE MEDIA LANDSCAPE
- Making it all happen - adware, brochures, posters, signage, radio, TVC's, on-line content, implementating of brand assets
INTERNAL BRAND COMMUNICATION
- Defining the brands cultural framework, how staff act and talk
- Championing sales staff as brand advocates
- Implementing the internal on-line roadmap
EXTERNAL BRAND ADVOCACY
- Working with distributors to establish brand champions
- Implementing the external on-line roadmap
- Tracking end-user brand experience
- Leveraging 'word of mouth', targeting early adopters and key farmers
MEASURING SUCCESS, EVALUATING AND FINE TUNING
- What's working, what's not - fine tuning the process

