When Lauren Seserko wanted to get back into shape after college about five years ago, she went to the running store near her home in Baltimore for good shoes, a training team and advice on items to help her go faster and farther.Now a seasoned marathoner, she’s worked to encourage and guide others just starting out. That includes directing them to the products that she found worked.“I thought it was really cool to hear from real people about tips and training plans and stuff they used and hear their running and racing stories,” Seserko said. “I decided to share my story.”Seserko, now 29 and an occupational therapy student, began blogging, developed a following and became what’s known as a “brand ambassador,” first for Nuun, a plant-based electrolyte drink, and then for several other companies and groups.Brand ambassadors tell others, typically through social media, about products, companies or services in their own words and generally on their own terms in exchange for discounts or free merchandise, inside information on new products, access to special events and a chance to engage with other like-minded people.Branding experts say companies large and small have always relied on word-of-mouth advertising to attract new business, but… Read full this story
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