Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force

Acknowledgments

This book and Zuberance itself would not be possible without our customers, partners, employees, and others, all of whom are passionate believers in the power of advocacy.

Zuberance customers are marketing visionaries and innovators. They champion the cause of advocacy programs inside and outside their companies, often defending advocacy from Detractors who cling to traditional marketing and paid media. Our customers' enthusiasm and commitment to advocacy inspires me and all of us at Zuberance. In particular, I want to acknowledge Diane Beaudet, Vice President of Global Marketing Programs at Webroot, and Desirree Madison-Biggs, Director of Customer Experience Insights and Advocacy Customer Research at Symantec. More than three years ago, I approached Diane, then a senior director at Symantec, and Desirree with a radical idea: turn Symantec's highly satisfied customers into its marketing department. At that time, Zuberance was more a concept than a company. Diane and Desirree embraced the idea. They became two of Zuberance's most enthusiastic Advocates, and remain so today.

I'd also like to especially acknowledge Bill McBride, the innovative President and COO of Club One, and Kari Bedgood, Director of Marketing and PR. Bill and Kari have experienced the power of advocacy at Club One. So they're evangelizing advocacy and Zuberance to their many peers and friends in the fitness industry. I'd also like to give a major shout-out to Lauren McCadney, Head of Social Media ...