Is the Brand Evangelist Really the Marketer’s Friend?
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Writing opinion articles is rewarding to me on so many levels, though much of my satisfaction comes from engaging in conversations about topics with people who make me smarter. The last thing I ever claim to possess is the last word on any given subject. Getting persuaded and changing my perspective is fun, actually.
Only it happens less and less these days, as I hear more and more from brand evangelists whose sole purpose is to stridently and oftentimes angrily declare their beliefs. It’s got me questioning the premise that evangelists convert the unconverted and are therefore audiences to which brands should commit money and effort. Perhaps there’s a line between “passionate supporter” and “zealous absolutist” that our culture and tech encourages evermore individuals to cross?
“I’m your No. 1 fan,” Kathy Bates says to James Caan in the movie “Misery,” and then proceeds to do far more damage to him than his worst enemy could have ever imagined.
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