As marketing and communication strategies adapt to a rapidly evolving digital landscape, the role of the brand ambassador is taking on new meaning. Today, being a brand ambassador goes beyond promoting a product; it’s also about embodying a brand’s values. The role increasingly blurs the line between personal and professional life. Ambassadors now face high expectations and intense public scrutiny. In many cases, the role is assumed rather than actively chosen.
In the 1950s, brand ambassadors were typically celebrities—like Marilyn Monroe—who endorsed products. Their personal lives were largely shielded, and the focus remained on their public image and consumer appeal. That has changed with the digital revolution. Brand ambassadors now include influencers and employees, some of whom wear the label reluctantly.
Unlike their predecessors, today’s ambassadors find that their personal conduct can significantly affect their professional lives. Digital media has enabled real-time interaction, leaving little room for error. Every action can influence public perception of the brand, and a single misstep can lead to widespread backlash. When personal behavior offends audiences, the consequences can be severe.
Take the case of Gina Carano. Her controversial Instagram post referencing Jews led to her dismissal from an acting role, as well as being dropped by Disney and her talent agency in 2021. It’s a clear example of how a brand ambassador’s personal opinions can derail their career.
On the other hand, Zappos has earned praise for the way its employees embody the company’s customer-first culture. The online shoe and clothing retailer is known for encouraging employees to go the extra mile. One employee famously spent hours on the phone helping a customer find a specific pair of shoes — an act that boosted Zappos’ brand image and cemented its reputation for exceptional service.
There are few successful brands today that haven’t embraced this shift in marketing and communication. The brand ambassador role is now multifaceted: ambassadors promote products, engage customers, and represent brand values both online and offline. Their effectiveness depends on authenticity and relatability — qualities that resonate more with audiences than polished ad campaigns. This holds true across industries.
In beauty, influencers like Kylie Jenner, Huda Kattan, and Rihanna have built empires by leveraging their social media presence to promote their own products. As business owners and brand ambassadors, they’ve demonstrated how powerful personal branding can be — building trust that converts into loyalty and sales.
Even in professions like journalism, traditionally rooted in objectivity, a shift is taking place. Today, audience size is often used to measure a journalist’s success. Many journalists operate personal platforms with large followings and brand partnerships. These platforms are tied to their professional work, subjecting both to public scrutiny.
The Columbia Journalism Review (CJR) has explored this evolving dynamic. In The Story So Far, the authors highlight the financial pressures on digital journalism and the challenge to traditional integrity. “The lines between editorial and advertising have grown increasingly blurred, with many publishers and platforms embracing ‘native advertising’ and ‘sponsored content,’” note Grueskin, Seave, and Graves (2011). Journalists now often promote brands as a matter of duty. To stay relevant, news organizations and their staff must reflect the personas of their audiences. This has drawn journalists into roles that merge reporting with marketing and PR.
In response, companies are investing in employee training programs to help their people navigate this landscape effectively. These programs align employees with brand values, fostering a deep understanding of the company’s mission, vision, and ethos. They also emphasize social media conduct, customer engagement, and managing one’s online presence. The goal is a consistent, authentic brand representation — on and offline. When done well, such training builds trust and lasting audience connections.
The brand ambassador’s role has truly evolved. Businesses are learning that today’s world is driven by audiences, with consumers acting as influencers in their own right. High-budget celebrity endorsements fall flat unless they reflect the audience’s values. Today, genuine experiences carry more weight than glitzy campaigns.
Without a doubt, brands have their work cut out for them. To succeed, they must partner with trusted ambassadors and ensure their values align with those of their audiences. Likewise, ambassadors must use their influence responsibly. Unlike in the days of Marilyn Monroe, modern ambassadors must be mindful of their words and actions — aware of how these can shape perceptions. By harnessing the voices of authentic ambassadors, brands can craft compelling narratives that resonate and set them apart.
Antoinette H. C. 