In an article on Brand Channel, July 20th, 2011, titled “Old Spices Hairasses Isaiah Mustafa Legacy with Fabio as New Old Spice Guy,” Procter & Gamble’s Old Spice brand team has decided to bring on Fabio as its new brand ambassdador. This seems like an effort to continue those “Old Spice Guy” ads which were hitting that 15-24 guy consumer target. It has Fabio on a piano with women, it has Fabio on a mountain top, etc. etc. While all ridiculous, the brand ambassador clearly communicates to its target customer.
I think this has real implications for your career and your own brand. Whether it is inside of your current organization (as you aspire to promotion or another division) or as you seek entrance into an organization, you need a brand ambassador. You need someone who is known and trusted by your customer and who can speak to your best attributes.
Who is your Fabio? If you don’t have one, then it’s time to get one. Actually, you need a team of Fabios, both inside and outside of your organizations who can sing your praises. Act today. It will make the world of difference in your career.