Creating Firm Ambassadors

A top consumer-products company came to Ferrazzi Greenlight for help in strengthening its brand, both internally and in the marketplace. The brand, the firm felt, was supported by five key pillars; three of these were design, innovation, and sustainability. But each of these pillars needed fortification to establish the brand as a true symbol of excellence.

Ferrazzi Greenlight put its Ambassador Program to work. Already, the company had in-house staff charged with managing each of these pillars. We offered strategies to elevate these individual's credibility, internally and externally, to firmly establish each as a "guru" in his respective field. The techniques we brought to bear included executive relationship management, thought leadership, and community development.

The result was greater visibility for the gurus, greater awareness for each aspect of the brand, and increased commitment to the company ethos among staff.