Marketing 101 teaches that the focus must be on the product and its attributes, but it's also coming to recognize the role of employees as brand ambassadors -- not just as the "face" of a brand in campaigns for companies such as Pizza Hut and Overstock.com, but also in an important behind-the-scenes role for companies such as Kraft Foods, where employees serve as everything from focus group participant to product developer and social-media evangelist.
