Let’s say you’re evaluating a customer of your organization as a potential brand advocate. In addition to the three R’s, what’s another criteria you could use to determine whether this person would represent your organization well?

Brand affinity is a crucial criterion because it indicates a genuine and positive connection the customer has with your organization's products, services, and values. An advocate with high brand affinity will naturally promote your brand authentically and enthusiastically, making their recommendations more credible and impactful. While influencer connections and number of followers might seem appealing, they don't guarantee genuine advocacy or alignment with your brand's message; a large following without true affinity can lead to inauthentic or transactional promotion. Political values are generally irrelevant unless directly tied to your brand's core mission. "Brand rub" is not a standard term in this context.