The *Brand Advocate and the **Brand Detractor are one and the same. What action ensues depends on the experiences they have with a brand. You can identify these individuals by two main traits: common sense and street smarts.
Common sense allows a person to determine if the brand’s service, product or cause is something that’s needed or was created from an isolated opinion.
An example of an isolated opinion without a lot of common sense would be trying to sell canned oxygen to people in Australia because the CEO had a dream the country would be the first place to run out of air. The company’s motive may be pure, but their common sense is lacking.
Street smarts is being able to discern whether the motive behind the brand’s action is for the greater good or self-pleasing.
These days, we have millions of organizations jumping on the philanthropy business model. To me this says, “We like to make money. If you will give us your money because we share a little, we will do that. Because hey, we will do anything for money.”
A pure motive with a high level of common sense creates advocacy, which leads to loyalty.
On the other hand, either the wrong motive or low common sense creates a group of people who will make it their job to deter others from the brand.
*Brand Advocate: One who attracts people to a brand.
**Brand Detractor: One who deters people from a brand.
