Greg Ricciardi

Coming on the heels of the social media uproar that followed Bud Light’s partnership with a trans influencer, marketers everywhere are taking stock of the role that brand ambassador programs play within their broader branding strategies — and understandably so. As with so many elements of marketing and advertising, a brand ambassador program isn’t just an outreach tool anymore. It’s a statement of values — and brands need to ensure theirs match up with their actions.

The pandemic forced brands and business leaders to acknowledge just how little control they have over the direction and rate at which their enterprises evolve. Representing the single greatest impetus for forced evolution in modern times, COVID-19 pulled the tablecloth out from under all of us. Some shattered. Some tipped over. And some stayed standing, thanks to a surer footing and better position than their counterparts.

If you’re a company executive and you’re thinking about your team and workplace the same way you did two years ago, there’s a good chance you’re looking to fill a lot of vacancies — and will be doing so for the foreseeable future.

Mobile and video games experienced explosive growth during the pandemic. With more gamers staying put and non or casual gamers seeking variety in their entertainment sources, Statista reported that gamers hit a record 3.24 billion globally in 2021, and the industry reported $85.86 billion in video game revenue.

These days, the need for business leaders to break down silos doesn’t just apply to traditional and digital marketing departments or cross-channel attribution initiatives. Rather, today’s brands need to be fundamentally rethinking how they define, position and message against their purpose — both externally and internally.

From detail-obsessed Pinterest moms to loafing clueless dads, marketing has always loved a stereotype. They’re easy. They’re accessible. They require very little explanation or defense when thrust into a marketing campaign.