Multinational technology company Lenovo says brand advocacy leads to brand trust and the promotion of products and services by buyers, which means brands that master the art of advocacy will win the consumers of the future. 

Why it matters

Content is the new currency for engagement, and brands that design and deliver a customised experience can successfully convert loyal customers into advocates in a connected digital world where people tend to switch brands.

Takeaways

• Brands have to be mindful that loyalty is fleeting whereas advocacy is aspirational.
• To acquire customers for life, brands must shift from just selling a product...