How brand ambassadors have changed in the age of crowd culture
Celebrity endorsements have been used in marketing for years, to endorse products as well as leverage their power and status to create an influential following for products.
But the endorsement scene has gone from Hollywood to TV to smartphone; the small screen that is now at the centre of the change to the industry.
Brand ambassadors are changing too. Sheer fame may no longer be enough – in an era of extreme media and advertising saturation, brand ambassadors need to be...