Having friends is an essential part of the human experience. Who doesn’t love having people you can go to and count on when you need it? Obviously, your relationship with your bff isn’t going to be the same as your relationship with your favorite shampoo (but, I mean, it’s close). But more and more frequently as brand advocacy begins to change and grow as a marketing strategy, we see brands moving from mass communicators to personal relationships. They’re building....

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