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How many ways can you leverage influencers?

Posted on Categories BrandonomicsTags

How many ways can you leverage the most influential people at your company? Jeppe Hansgaard, Partner at Innovisor, shares how knowing who the influencers are among your employees can help you establish brand and culture.

Robin: Hello, and welcome to another edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, VP of Strategy at Savage Brands. And, my guest, again, is Jeppe Hansgaard, Partner at Innovisor. So, Jeppe, thank you again for coming back to Brandonomics.

Jeppe: I am glad I can be here again, Robin. Thank you.

Robin: Wonderful! Well, Jeppe, you’ve talked to us before about kind of what Innovisor does in terms of identifying internal influencers. So, for people like me, that’s important to help us identify internal brand champions to get those messages out. But what I also find interesting about this is, it can go beyond branding. Once you find those internal influencers, they can be used in other ways, as well. So, I’d like to hear something about that.

Jeppe: So, let me give you a few examples. The influencers; I mean, they’re not only influential from a brand perspective. They’re also influential from any kind of corporate situation.

Robin: Right, the champions.

Jeppe: The champions for whatever initiatives you have. So, we have examples where we’ve been using them as value ambassadors.

Robin: Okay.

Jeppe: So, to drive up values in a company. They’re really, really powerful in doing that. We also have examples where we use them as – within the oil business – as safety ambassadors. So, the company that wants to roll out a safety culture makes sure to engage them in the way they want to roll out the safety culture. And, then, they make sure that it gets instilled in the organization.

Robin: Right. So, for any corporate change initiative, they can use this as an idea to find out how they can make it successful?

Jeppe: Exactly.

Robin: Alright. Well, thank you. That is great feedback. In fact, I think you even said you can get feedback from them.

Jeppe: That is true. You can get feedback from them because, when you know who they are, they will tell you what is wrong and what is not wrong with your initiative. And, then, you can adjust it so you can focus your initiative much more than you normally do.

Robin: OK. That’s what can make it successful, then.

Jeppe: It’s a learning experience.

Robin: Well, thank you for sharing that.

Jeppe: Thank you.

Robin: This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.


Innovisor is the global frontrunner in organizational network diagnostics. They consult with business leaders and management to create more effective businesses and more efficient change initiative implementation and strategic projects by connecting the mind, heart and muscle of an organization.

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