In today’s disloyal and connected times, smart brand managers are seeking to convert customers into friends, fans and ambassadors. Ultimately they want to create a community with their brand at its core. At most companies, this is simply marketing speak, a company goal to write on the wall. How many can say their brand is at the heart of a community and that its customers are friends, or even ambassadors? Telefonica-owned giffgaff can.
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