This document discusses turning employees into brand advocates. It argues that with increasing competition, brand choices are driven more by emotions. The most powerful way to win customers' hearts is by making employees brand advocates through internalizing the brand themselves. This has external benefits like meaningful customer relationships and profitability, as well as internal benefits like motivation and pride. Companies can achieve this by clarifying the brand focus, ensuring leadership commitment, understanding the brand deeply, recognizing brand champions, and living the brand daily. A case example discusses how Southwest Airlines achieves this while United Airlines failed with poor customer service leading to a viral protest song.