The best brand advocates

I was reading a post by Richard Branson in his LinkedIn blog, when I stumbled upon one of the biggest (and almost forgotten) truths on marketing - the best brand advocates are its staff. They are the ones who know more about the products (and its competitors), who lived it daily, who can strongly relate it to consumer experiences, who can recommend it the most to other consumers (being it friends, relatives, anonymous people on the streets), who can defend them in countless arguments wherever they are in the most absurd situations. So, make sure they understand your brand, products, strategy, potential. Make sure they love and live the brand. Make them take pride in working for such a brand. Engaged employees are one of your best marketing assets!