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The best brands of the last decade have grown through a strong passionate following, which has led to organic word-of-mouth and high retention. This combination allows brands to organically grow their following quickly and cost effectively. 

Back in 2008, Kevin Kelly, the founder of Wired Magazine and all-round future gazer, wrote an essay called ‘1,000 True Fans’ on how an individual, band, artist or craft person only needs 1,000 true fans to make a living. 

Throughout history, human beings have made important decisions based on the trust they put in their friends, families and networks. It started with villagers relying on localized information, trusting their neighbours to find the best bakers or carpenters in the area. Marketers were held accountable by the reputation they could build amongst their customers, and as a result, they needed to provide a certain level of service to compete.

We are truly excited to introduce our new Lead Brand and Community Consultant: Jaclyn Crocker. 

The concept of building a brand through advocacy is still novel to most marketers, with many doubting the ability to gain returns or run advocacy strategies efficiently. Thankfully, there are many examples of successful programs that show brand advocacy's impact on both customers and the bottom line.

Brand advocacy is a process that encourages passionate and happy customers to create new customers for a brand organically while keeping acquisition costs low.

Growing companies are facing competition on an unprecedented scale. Not only are the markets saturated, but consumers have a tremendous amount of power to choose between products due to the internet and easy cross-border shipping.