The concept of a brand ambassador is something I’ve always
understood in theory; they are a spokesperson or a celebrity endorser that
promotes an organisations products or services and embodies their corporate
identity. Interning with Activ allowed me to see this idea in practise, which
was an experience I found extremely rewarding.
Brand ambassadors are a crucial part of Activ’s City to Surf
campaign because their presence encourages media coverage, public
participation, and fundraisers for Activ. For the last couple of years Activ
has used Wildcat team member Damian Marten as their brand ambassador. According to the communication team, he was absolutely perfect for the role because he was easily recognisable by race participants
and had a sincere interest in the organisation. However, due to clashing
commitments, he was unable to step up the job this year.
In the quest to find a replacement ambassador, I had the
opportunity to research potential candidates and make a list of local Perth
celebrities. In doing so, it became apparent that there’s a difference between
a good brand ambassador and a great
brand ambassador:
A good ambassador is easily recognizable by the general
public and works as an organisational mouthpiece to reiterate their values and
mission.
A great ambassador
is easily recognizable by the general public and passionate about speaking up about
their cause, values and mission.
The latter is so very important for Activ because the organisation isn't just fighting for brand awareness, they are fighting for advocacy from the general public. A great ambassador has the ability to inspire this
support, and motivate people to fight for Activ’s mission of choice and freedom
for all. So, with that in mind, I’d like to present you Activ’s ideal brand
ambassador - they can dream, right?
Ashton Kutcher, world renowned celebrity, has a twin brother with cerebral palsy. The combination of his fame and passion for disability rights make him the perfect choice for Activ (if only he was coming to Perth!).
