Advocacy

When a customer speaks for the brand without being asked. The rarest outcome, and the only free one.

An advocate has crossed a line no incentive can push a person over: they have made your reputation part of theirs. When they defend the brand in a room it is not in, they spend their own credibility. That is why advocacy cannot be bought, only deserved and then made easy.

Made easy matters: advocates need material, a sentence that summarises you, a result they can show, a story with a shape. The studio's part is giving the story its portable form and then getting out of its way. Solicited advocacy, badges and bribed reviews, reads from a distance exactly as what it is.