Shows
Building Brand AdvocacyWhat Brands Can Learn From Charli XCX & Beyoncé (& Use It To Win) ft. Joel MarlinarsonEngineering joy > selling stuff.It’s really that simple. (But how do you do it?)This week, Verity sits down with Content Creator, Social Strategist, and ‘Coldest Creative’ Founder, Joel Marlinarson. Together, they unpack the intersection where fashion, food, music, and culture collide online – and what smart brands are doing about it.Joel’s built a platform decoding brand moves for his audience (over on @coldestjoel), while building for brands behind the scenes. He shares what’s working, what’s next, and what most brands are missing entirely.Turn this...2025-07-2327 min
Building Brand AdvocacyHow MCoBeauty Crashes Trends, Wins True Brand Fans & Ditches The Playbook ft. Gabriel GomezWhat do you get when you combine razor-sharp humour, social-first instincts, and a refusal to play by the rules?An equal-parts entertaining, and practical, deep dive into brand building on social today.This week, Verity sits down with Gabriel Gomez (Head of Social & Community @ MCoBeauty (US), Creator & Speaker) to explore how one of Australia’s most-followed beauty brands is winning the US market. Spoiler alert: it’s by moving fast, listening closely, and making the right kind of noise online.Turn this episode on and up to learn how to:2025-07-1642 min
Building Brand AdvocacyInnocent, Surreal & The Copy That Builds Cult Advocacy, From The Writer Behind It All aka. John ThorntonCan you build Brand Advocacy in punchlines?John Thornton thinks so. Kind of.Verity sits down with Surreal's Senior Creative (and ex-Innocent wordsmith) to break down how brand voice becomes a business asset, how humour fuels loyalty, and why you should definitely check your QR codes before a campaign launch.This isn’t another chat about tone of voice. It’s a behind-the-scenes on…The truth about "funny" copy that drives action.What most brands misunderstand about distinctiveness.The forgotten value of comments, not campaigns.Why au...2025-07-0937 min
Building Brand AdvocacyForget Followers, Find “10 People That Believe In Your Brand” To Build Real Brand Love (Like ASOS, Red Bull & REFY Do) ft. Sedge BeswickIs your brand actually building Advocacy – or are you still buying influence?This week, Verity’s joined by Sedge Beswick; humbly, one of the most sought-after voices in modern marketing. She’s the exited Founder of Seen Connects, Strategic Advisor to multiple brands, a Public Speaker, Mentor, and the original architect behind the ASOS social team.From why the term ‘community’ is losing meaning, to what TikTok Shop strategies are still missing, Sedge offers a cutting breakdown of where brands get it wrong – and how to build smarter, bolder, more human-first influence strategies.Ex...2025-07-0240 min
Building Brand AdvocacyYouTube Isn’t Social, It’s Search: Build A Channel That Wins Like JD Sports’ (With 0-500k Subscriber Credentials)YouTube has been around for nearly two decades. So, why are most brands still so bad at it?For this chat, Paul & Verity sit down with Chloe McCullough (YouTube Lead @ JD Sports & consultant to brands like SheerLuxe) to ask what building a real brand channel looks like.From scrapping paid media to focusing on organic reach, from creator-first strategies to serialized formats that cut through; Chloe’s taken JD from a confused content mix to a media powerhouse. In this episode, LIVE from the Brand Advocacy Summit: London, she lays out exactly how she...2025-06-1835 min
Building Brand AdvocacyKurt Geiger Confirmed: The New Brand Currency Is Experience & Belonging, Not BuzzWhat do pop-ups, playful giant handbags, and hyperlocal partnerships have in common?They’re not stunts. They’re strategy.Recorded LIVE at the Brand Advocacy Summit: London, this is the second of four exclusive episodes – straight from the stage.Verity & Paul sit down with Pascale Montaner (VP of Global Marketing @ Kurt Geiger) and Louisa O’Connor (Managing Director @ Seen Presents) to dig into why the smartest brands are leaning hard into the experience-driven economy.From transforming storefronts into storytelling tools, to building activations that speak louder than any ad ever could, this is...2025-06-1134 min
Building Brand AdvocacyHere’s How You Actually Foster Community, Like Free Soul & Tropic SkincareHarsh truth: everything you know about community is outdated.Let’s get to the heart of a word marketers love to throw around, but rarely define.This week, join us LIVE from the stage of the Brand Advocacy Summit: London — kicking off a four-part mini series from the day with a heavy hitter.Verity sits down with Lucy Murray (Brand Director @ Free Soul), Emily Mitchell (Marketing Director @ Tropic Skincare), and Paul Hickey (Group Director @ SAMY Alliance), to unpack what brand love actually looks like in 2025.Together, they cover:The 3 Trut...2025-06-0532 min
Building Brand Advocacy3 Ps, No BS: Start With People, Passion & Purpose To Build Like Legend-Status Beauty Brands Do ft. Coryn BrisbaneThere’s no brand magic without brand meaning. The biggest names in beauty know this. This week, Verity sits down with Coryn Brisbane (Brand & Marketing Consultant | ex-VIEVE, Charlotte Tilbury, Flannels, Glossybox) to talk brand values, internal Advocacy, and what happens when beauty brands scale too fast, too superficially.With a powerhouse CV and a fierce belief in brands that live their values, not just listing them, Coryn’s sharing unmissable insider advice from the industry’s front-lines.She’s led product launches, like Pillow Talk Mascara and Airbrush Bronzer. She’s scaled brand...2025-05-2850 min
Building Brand AdvocacyStop “Constantly Peddling Content” & Start Putting “Word-Of-Mouth Over Everything” ft. Leah UkaDisruption isn’t a claim. It’s a commitment.This week, Verity sits down with Leah Uka (Chief Brand Officer @ Jewells) who shares how to build a brand that actually does things differently. From Combat Medic to Founder to global Brand Leader, Leah’s path defies the expected – and so does her approach to brand-building.Jewells is set to reframe the jewelry space by making every product personal, every store unforgettable, and every customer a potential Advocate. Leah’s insights are razor-sharp; cutting through the noise around content, community, and scale to deliver real lessons for fashio...2025-05-0742 min
Building Brand AdvocacyWhy The Old Brand-Influencer Playbook Is Dying (& What You Can Do About It) ft. Gigi RobinsonAffiliate links? No thanks.Pop-ups over panels? Think again.A content creator using AI to replace herself? Now we’re listening.Season 2 of Building Brand Advocacy is officially in-swing. This week, Verity’s in New York with Gigi Robinson – a Creator Expert, Social Specialist, Founder, Chronic Illness Advocate, and trusted partner to brands like Liquid IV, obé Fitness, and Stanford University (yes, really).If you want a real-time pulse check on how creators are thinking (and how your brand should be collaborating) you won’t find a realer guide than Gigi...2025-04-3041 min
Building Brand Advocacy100 Episodes: The Unforgettable Bits, Lessons & Laughs From Building Brand Advocacy With YouWhat’s rarer than viral growth, and more powerful than performance marketing?Sustained Advocacy.It’s what the brands on this show have built, and what this 100th episode is here to celebrate.To mark the special milestone, Paul & Verity are looking back on the unforgettable moments, tactics, and truths from 100 conversations with the sharpest minds in brand building – the CMOs, Founders, and community-first Marketers behind some of the world’s fastest-growing names.This is more than a recap. It’s a look ahead to where marketing is heading next.Hit play...2025-04-2333 min
Building Brand AdvocacyWhy Perfect Brands Fail & Honest Ones Build Advocacy (Like Ethique) ft. Erica CocilovaWhy do polished brands stall, while real ones build Advocacy?Because today’s consumers don’t want perfection. They want proof. This week, Erica Cocilova (Chief Executive Officer @ Ethique Beauty) joins Verity in New York to unpack why substance, imperfection, and product obsession are the future of brand building. From rebrands & B Corp audits to salon takeovers that win over skeptics, Erica’s approach proves brand trust isn’t bought – it’s built. Solid product, transparent leadership, and customer service that actually puts you in contact with the CEO? They’re the building blocks to scalin...2025-04-1647 min
Building Brand AdvocacyMake Brand Content People Actually Want To Watch, According To A Creator ft. Miranda ShanahanHow do some brands thrive on social while others struggle to make an impact?The best know they’re not just competing with other brands – they’re competing with viral creators, meme accounts, and even second-screens.So, here’s your tactical framework for standing out in the never-ending scroll.This week, Miranda Shanahan (Brand Consultant & Content Creator on @mirandadoesbrands) joins Verity to break down how brands can win attention, keep it, and convert it into lasting impact. With a career spent dissecting what makes content perform (and what makes it flop), Miranda offers tried...2025-03-1238 min
Building Brand AdvocacyHere’s How You Build An Entire Campaign From One Influencer Post ft. Keith BendesMost brands see influencer content as single posts, even when they’re part of long-term partnerships. The best brands see these posts as the start of entire campaigns.Creators are more than marketing channels – they’re shaping culture, setting trends, and even launching products that outperform legacy brands.This week, Paul welcomes Keith Bendes (Forbes Contributor, Creator Expert & VP of Strategy @ Linqia) to the podcast. Having spent years advising global brands, Keith knows the most impactful ratio of brand-to-creator content, why “unsexy” industries actually need creators the most, and how smart brands are using a mix...2025-03-0554 min
Building Brand AdvocacyHow Soru Jewellery Builds Creator Relationships Without Losing Their Brand DNA: Francesca Kelly’s Founder StorySome brand-creator partnerships feel forced. Others just work. Real Advocacy is the difference.This week, Verity sits down with Francesca Kelly (Co-Founder @ Soru Jewellery) to break down how collaboration, not control, has fueled the brand’s growth. No rigid contracts. No paid influencer posts. Just long-term partnerships built on mutual excitement – leading to years-long collaborations, a global audience, and even a viral moment thanks to The Kate Effect™.Here, Francesca gets real on her Founder’s journey to share how you can… Find Creators Who Actually Want to Wear Your Brand...2025-02-2643 min
Building Brand AdvocacyThe Symprove Strategy: Turning Gut Feelings & True Connections Into Brand Growth ft. Carol McEvoyBrands are starting to get serious about Advocacy.Few understand what it takes to build it.Here’s the truth: You can’t buy real Advocacy. You have to earn it.That’s exactly what Carol McEvoy (Head of Social, PR & Advocacy @ Symprove) has spent years perfecting. From gut health to brand health, Carol and her team have built one of the most genuinely trusted communities in wellness. No shortcuts. No gimmicks. Just real people sharing real experiences – because they want to.Sitting down with Verity, Carol unpacks what brands get wrong ab...2025-02-1238 min
Building Brand AdvocacyYou’re Not Shadowbanned, You’re “Sleeping On Social Search” ft. Beth ThomasYour resident social media experts are here, deep diving on the most underrated tool in the modern social media toolkit – social search.Right now, it’s the biggest missed opportunity you might not be talking about. More than a buzzy phrase, properly utilizing social search will be a game-changer for brands looking to keep strategies fresh and stay ahead. This week, Verity meets with the expert on why & how we should be embracing social search, Beth Thomas (Director of Social @ Frankly | ex-TikTok, ex-Deliveroo & one of LinkedIn’s Top 25 Marketers to Watch).From tac...2025-01-2944 min
Building Brand AdvocacyEverything On 'Earned Media Value' You've Ever Wanted To Know, From The No.1 Expert aka. Conor BegleyWhat’s driving the next wave of influence in Fashion & Beauty marketing? Earned Media Value. It’s the metric brands can’t stop talking about, for good reason. Conor Begley (Chief Strategy Officer @ CreatorIQ) is here to break it all down. This week on the podcast, Paul sits down with Conor to explore the exact science behind EMV (Earned Media Value) & the strategies brands need to scale meaningful impact. By now, it’s clear the brands dominating the conversation – and their markets – know how to build authentic, long-term partnerships. (Spoiler: if your...2025-01-2238 min
Building Brand AdvocacyWrite This Down: The Strategy That Took Papier From Beloved Stationary Brand To Cult Status Symbol ft. Holly ChapmanWhat is the secret sauce to launching a brand that stands out, in new markets & established ones?Connection. Creativity. Building Advocacy. Papier knows it. Their recipe for this is tried & tested.Forget counting followers – true Advocacy begins with real relationships with real people. The brands winning right now (and always) don’t just build audiences; they cultivate ecosystems of super fans, collaborators, and word-of-mouth champions. This week, Verity sits down with Holly Chapman (Head of Brand @ Papier) to uncover how she took the UK’s favourite stationary brand into the US market –...2025-01-1537 min
Building Brand AdvocacyInside The House Of Astrid & Miyu: CMO Secrets To Building Advocacy Through Remarkable Experiences ft. Sarah HrywnakWhat if your flagship wasn’t just a store, but the heartbeat of your brand community? The ‘House of Astrid & Miyu’ lived into this vision, and went viral for it. For 2025’s first deep-dive on Building Brand Advocacy, Verity is joined by Sarah Hrywnak (Chief Marketing Officer @ Astrid & Miyu). Over Sarah’s 12 years with the jewelry brand – growing from Assistant to CMO – she has transformed it into a global powerhouse. How? By mastering experiential retail, customer connection, and values-driven marketing. From creating immersive brand experiences (think in-store domes that bring the weather in the cit...2025-01-0834 min
Building Brand AdvocacyShort is Sweet, Long is Loyal: Cracking the Code for Creator-Led Video in 2025 ft. Victoria BlinovaAdvocacy at scale is the future of fashion & beauty marketing. Video is how you get there.In 2025, consumers are demanding realness (but you already know that). Brands that meet them with honest, engaging content are the ones building trust. It’s not about creating any video; instead, it’s about using the right formats for the right message. Success demands more than creativity, but requires a process-driven approach and real investment in creators who align with your brand.For the last chat of 2024, Verity is joined by Victoria Blinova (Senior Strategic Partne...2024-12-1833 min
Building Brand AdvocacyHow To Win On Social In 2025: Swipe-Left Storytelling, Long-Form’s Comeback & The Creator Economy ft. Lia Haberman2025 is coming in hot.
Is your brand ready to thrive in the era of co-creation?
This week on the podcast, Verity welcomes back the incomparable Lia Haberman – leading authority on the creator economy, social media savant, and the ultimate forecaster on what’s next. If you’re in fashion, beauty, or any space where community & content matters (spoiler: that’s everywhere), this episode is your tactical guide to the year ahead.
From Lia, you’ll learn about:
The Power of Co-Creation: Customers aren’t just buying – they’re building with you. Lia spills how br...2024-12-1147 min
Building Brand AdvocacyCalling BS On The Beauty Industry: How The Inkey List Became A $100M Skincare Brand Without Selling OutScaling fast can cost a brand what matters most…
Your connection to community.
So, when a Founder cracks the code to growing both the bottom line & Brand Advocacy globally, learning from them becomes unmissable.
In a world of trends, viral moments, and short-term wins, Colette Laxton (Co-Founder @ The Inkey List) is openly calling BS on the pace of the beauty industry. Her mission? To make skincare simple, accessible, and authentic – for everyone.
This week on the podcast, Colette sits down with Paul to share how she and her team built a $100M+ sk...2024-12-0542 min
Building Brand AdvocacyWin Hearts Like WYSE London: How Marielle Wyse Turns Feedback Into Fashion Gold & Fan-Led AdvocacyWhat’s better than building a brand for your audience? Building it with them. From starting with 5 cashmere jumpers at a trade show to serving 150k+ brand fans & a cult following, Marielle Wyse has built her brand entirely through customer co-creation. This week on the podcast, Verity welcomes Marielle (Founder & Director @ WYSE London) for an entirely expert take on fostering Brand Advocacy.During lockdown, Marielle turned her living room into a creative studio – using Instagram Lives and raw, unscripted moments to meet her customers where they were. The result? A brand built on trust...2024-11-2736 min
Building Brand AdvocacyUGC, Influencers & The Trust Economy: What’s Next for Fashion & Beauty MarketingSocial Commerce is more than a buzzword — it’s reshaping the way brands interact with their communities.
At its heart lies a powerful trio: user-generated content, creator marketing, and trust.
From early innovations in Southeast Asia to Livestreaming for TikTok Shop across Europe & The Americas, it’s clear: the brands that thrive today meet their customers where they are and involve them on their terms.
In the last of our live recordings from the Social Commerce Summit: Autumn Edition, Paul welcomes Cathriona Nolan (ex-SVP of Marketing, Brand & eCommerce @ Pomelo Fashion) and Yoann Chipotel (Partner...2024-11-2026 min
Building Brand AdvocacyBen Gallaga's Blueprint: How Luxe Collective Makes 34% of Its Revenue On TikTok ShopBrand builders, take a peak into our crystal ball. There’s you, your entire marketing team, and a whole lot of TikTok Lives.Social Commerce is growing fast, and it’s clear that brands leveraging it early are reaping the rewards. That’s why industry leader, Ben Gallaga, has decided to break his silence – sharing how he’s built an iconic brand by going all-in on TikTok Shop, so you can too.Live from the Social Commerce Summit: Autumn Edition, Ben (Founder @ Luxe Collective) sat down with Paul for a conversation equal parts...2024-11-1435 min
Building Brand AdvocacyScamp & Dude’s Blueprint For Brand Advocacy: Jo Tutchener Sharp’s Founder StoryHow do you cultivate a deeply dedicated community in fashion? You transform it into a force for good. For this episode, Verity is joined by Jo Tutchener Sharp (Founder & CEO @ Scamp & Dude). Diving deeper than this podcast has before, they explore Jo’s story and the incredibly real impact it had on her drive to build something meaningful. After navigating personal highs and lows — including major surgery, surviving cancer, the launch of Scamp & Dude, and going live with Liberty London in less than ten months — Jo’s story is one of resilience and impact. 2024-10-2445 min
Building Brand AdvocacyThe Rise Of The #KITRIgirls: Haeni Kim’s Formula For Fashion Community & Her Founder StoryIs there a formula for fashion brand success that goes beyond quality and design?Community, collaboration, and unwavering focus on the customer. In comes KITRI – the cool girl, high-fashion brand you can actually afford. For this episode of the podcast, Verity sits down with Haeni Kim (Founder & Creative Director @ KITRI) to uncover the real story of building a beloved cult brand. Defying industry norms, this former dancer turned fashion entrepreneur knows how to stay on pointe – putting women center stage in every design, with a community-first mindset.Listen in as she and Ve...2024-10-0947 min
Building Brand AdvocacyFrom Gymshark To Lounge: Cut Through The Noise & Nail Brand Storytelling Like The Pros ft. Jo BirdWhat’s better than Return On Investment when it comes to content & community building? Return On ‘Involvement’. It’s the sweet spot where Advocacy lives, and the household-name brands know it. Consider this your guide to getting stuck in – to growing personal, niche, and brand communities through the power of true, caring connection. This week, welcome Author, TEDx Speaker, LinkedIn Top Voice & Creative Consultant, Jo Bird, to the podcast. Her years building iconic brand identities (ex-Lounge, ex-Gymshark) alongside her own make her expertly placed to advise you here, in conversation with Verity. 2024-10-0246 min
Building Brand AdvocacyBuild All-Inclusive Advocacy Like Beyond Yoga: Michelle Wahler’s Founder StoryHow do you actually stand out in fashion? You stand for something. No, really stand for something. That’s exactly what Beyond Yoga did. Almost 20 years later, the brand is still thriving. Building firmly on the ethos that everyone can wear activewear – no matter their shape, size, or activity levels – has cemented them as a forward-thinking leader in this game. Today, Paul is joined by Michelle Wahler (Co-Founder (& Former CEO) @ Beyond Yoga | ex-Levi Strauss & Co.) to share her co-founding story. Disrupting the activewear space from day 1, with industry-leading fabrics and a total embr...2024-09-2557 min
Building Brand AdvocacyLean In like Lounge: Rip Up The Rulebook, Create Outside Your Category & Win Community ft. Sonia HussainWhat do Duolingo’s ‘Duo’, ‘Percy Pig’ & AO’s marketing have in common? Fun, personality & an easily translatable visual identity. They’ve cracked the code on breaking through social media’s noise. Industry-leading fashion brands, like Lounge Underwear, are now crossing categories to market like them. Here, you’ll learn how to too. In today’s episode, Verity interviews Sonia Hussain (Brand & Communications Specialist | ex-Lounge, ex-Bravissimo) on building a great brand in 2024.Together, they dig deep on the importance of establishing a strong identity, making meaningful connections with your customers, and the three...2024-09-1834 min
Building Brand AdvocacyHow Beekman 1802 Uses Kindness to Power Community Innovation ft. Brad FarrellWhen it comes to kindness, one thing is clear. Everyone could use more of it. Beekman 1802 is a brand built entirely for one purpose: making beauty kinder. And no, not in a jovial or solely ingredient-based sense. Join Paul as he digs into this deep dive on kindness as a pillar of Brand Advocacy, in conversation with Brad Farrell (Chief Marketing Officer @ Beekman 1802 | ex-Kiehl’s, ex-L’Oréal). Aiming to be the #1 prestige brand for sensitive skin globally, there are no compromises when it comes to building through word-of-mouth and practical kindness at Beekman...2024-09-1137 min
Building Brand AdvocacyThe Blueprint for Brand Love: Tap into Taste Communities, Killer Campaign Tactics & Being Unserious ft. Sekai MasundaEvery brand wants to build brand love. If you’re not actively working on it, you’re actively falling behind the competition.Do you know the one thing it takes to get there?Building a Brand Universe first. By giving your community something to fall for, you build a world your customers, creators & Brand Advocates can find meaning and love in. That’s why, this week, Verity’s welcoming Sekai Masunda (Senior Brand & Content Marketing Manager | ex-Jigsaw, ex-lululemon, ex-Pangaia) to the podcast. From a marketing career affirmed when lululemon slid into he...2024-09-0441 min
Building Brand AdvocacyThe Beauty Marketing Playbook: Inside Grown Alchemist’s Content, Social & Influencer Strategies ft. Colby WoodWhen building Advocacy, customers fast become your brand’s new creators.
Does this spell the end of the powerhouse beauty influencer, once and for all?
Grown Alchemist doesn’t think so. The cult brand sees a place for megas, micros & nano-creators in every influencer & Advocacy strategy – when each is done right.
Here’s how you crack the content code to every. single. creator. approach.
Join Verity in welcoming Colby Wood (Global Social, Content & Community Manager @ Grown Alchemist | ex-Vieve, ex-L’Oréal) to this week’s episode of Building Brand Advocacy. Together, they unpack th...2024-08-2138 min
Building Brand AdvocacyNail it like New Look: Invest in Brand, Build Local Communities & Make Employees your No.1 AdvocatesNew Look has been a staple on the British high street for 50+ years. Now, they’re fast adopting new frontiers. Ready, testing, and learning.For this episode, Paul had the pleasure of interviewing long-time peer and industry pal, Raine Peake (Head of Marketing & Customer Growth @ New Look | ex-Director @ Jigsaw, Mint Velvet & Farfetch). Together, they dive deep into the importance of – and tactics behind – investing in the right brand strategies to purpose-build passionate communities. Their expert takes on personalization through AI, engaging gamification, Out-Of-Home advertising, store refurbishments & influencer marketing are all included.Tune in...2024-08-1443 min
Building Brand AdvocacyCo-Create Community, Content & Connection like Staud, Savage x Fenty & Chanel ft. Stefani O’SullivanUnderstanding your customer is one thing. Crafting content that actually resonates with them is another.The cheat code to nailing this? Building for brands you would actually buy from. For this episode of Building Brand Advocacy, Verity is joined by Stefani O’Sullivan (Marketing Consultant and Head of Growth & Marketing @ Staud). It’s a conversation fashion marketers won’t want to tune out from, spanning all of today’s hottest industry topics.Join the pair as they explore how fashion brands are fostering genuine connections, tactically cultivating communities of loyal superfans by seeking...2024-08-0751 min
Building Brand AdvocacyCreate Word-of-Mouth Magic Like Never Fully Dressed: Lucy Aylen’s Founder StoryPair ‘fun’ with ‘leading fashion’ and a handful of brands come to mind. Add ‘community-built’ to the mix, and there’s only one – Never Fully Dressed.Join Verity for today’s exclusive episode, as she sits down with Lucy Aylen (Founder @ NFD). This is your chance to learn from an industry titan, levelling up your career savvy and brand strategy in the process.From the brand’s first days in her parents attic to sell-out drops, packed events, and a ride-or-die community that spans the globe, Lucy walks us through the moments that transformed Never Fully Dressed’s traj...2024-07-1147 min
Building Brand AdvocacyHow Tomm Jewellery’s Unexpected Growth Strategies Pay Off: Lucy Toone’s Founder StoryPeople are the fuel that keeps brands going. Without them, you simply don’t have a brand.That’s why it’s more important than ever to build companies that connect with customers on a personal level. Lucy Toone knows this intimately. Join Verity in this episode of Building Brand Advocacy to hear from a Brand Builder who perfectly practices what Brand Advocacy marketing preaches. Lucy (Founder & CEO @ Tomm Jewellery) shares the importance of creating a community, the power of founder-led marketing, and the value of working with micro-influencers over the megas. By making d...2024-07-0443 min
Building Brand AdvocacyHow Victoria’s Secret, Abercrombie & Brooklinen Relinquish Control to Grow Through CreatorsGiving up brand control to creators can be frightening. Now though, it’s one of the last near-assured ways to grow.
Time to face the fear, place your trust in authentic Advocates, and achieve maximum growth through the creators that love you; like Victoria’s Secret, Abercrombie & Fitch, and Brooklinen already do.
Join Paul & Verity LIVE from the last of the Social Commerce Summit: New York sessions, where they’re joined in conversation by Taylor Cameron (Director of Public Relations @ Victoria’s Secret), Stacie (@ Abercrombie & Fitch), and Janna Neinken (Head of Brand @ Grüns, ex-Director of Influen...2024-06-2735 min
Building Brand AdvocacyA Masterclass from Abercrombie & Fitch on Reinventing RetailAbercrombie & Fitch are blazing trails in Brand Advocacy.Having seen their shares grow 222% this year, compared to the fashion industry’s average of 12%, the brand is onto something. They’ve been busy leveraging the dynamism of Social Commerce and the authentic voices of their community to win. Join Paul & Verity LIVE from the Social Commerce Summit: New York, as they delve into Abercrombie’s remarkable transformation story with the team.Uncover the tactics Abercrombie applied to deliver a strategic brand pivot – one that empowers their customers and creators, giving them the freedom to tell the...2024-06-2020 min
Building Brand AdvocacyThe Playbook for Merging Social & eCommerce Marketing to Increase Conversion ft. Doug FoulkesAs Social Commerce evolves, so do the roles and skill sets needed to drive it.
This transformation is fast reshaping the landscape of fashion & beauty marketing.
Collaboration between social and eCommerce teams, and sharing technologies to utilize, is crucial for crafting a seamless and connected customer journey; one rich with remarkable experiences.
The emergence of more specialized roles within Social Commerce, and teams entirely dedicated to it, are a significant symbol of this shift. Social Media Managers and their wider teams are increasingly held accountable to sales go...2024-06-1329 min
Building Brand AdvocacyThe Social Commerce Tactics That Actually Work for Coty, Davines & The Biggest Brands in BeautySocial Commerce has evolved. Once simple shopping destinations have transformed into entirely new channels for brands to reach their consumers; to purchase, to take part in meaningful experiences, and to be entertained.
The entire practice of marketing has to grow with this landscape.
Tune into this conversation, LIVE from the Social Commerce Summit: New York, to hear Paul tackle the tried-and-tested approaches to mastering this marketing synergy with some of beauty’s best.
He’s joined by Anna Vale (Modern Marketing & Communications Expert), Jessica Riffle (Senior Manager of Social Commerce @ Coty; including Kylie Cosmet...2024-06-0643 min
Building Brand AdvocacyContent & Commerce: Maesa x TikTok Shop’s Success Blueprint for Fashion & Beauty BrandsAs TikTok gears up for an uncertain, yet ambitious, few months ahead, one thing is clear – TikTok Shop has become a critical player in the Social Commerce landscape. Still aiming to grow its US business tenfold to $17.5 billion before the year is through, the platform shows no signs of slowing down. From the explosive growth in Live Shopping events (where half of all TikTok users have now purchased something) to its impact on brand discovery and consumer conversion, TikTok continues to reshape online retail and what this means for Fas...2024-05-3122 min
Building Brand AdvocacyLVMH, ELEMIS & Maesa: How Beauty Superfans Supercharge Social CommerceEvery brand has superfans; better known as your best Brand Advocates. They come in all sizes of influence – macro, micro, and nano – and often in the shape of your everyday customers. If you’re not yet tapping into them to drive Social Commerce, especially in beauty, you risk falling behind the industry curve. Join Paul & Verity LIVE from the Social Commerce Summit: New York 2024, at this dynamic intersection of influencer marketing, commerce, and community. They’re joined by marketing experts, Haley Schluter (Head of Consumer Engagement @ LVMH Perfumes & Cosmetics), Hannah She...2024-05-2333 min
Building Brand AdvocacyAlgorithms in Action: Leveraging New Rules, Insights & Creator Strategies in the Social Media Game ft. Lia HabermanDive deep into the fast-evolving world of digital marketing with Lia Haberman, the USA’s leading expert in social media, the creator economy & influencer marketing.
Join Paul & Verity LIVE from the Social Commerce Summit: New York, as their conversation with Lia uncovers the latest developments across platforms; including how to deal with the significant TikTok ban, evolving features on the likes of Instagram and YouTube, and the strategic implications these have for brands engaging in Social Commerce.
(Which, in 2024, should be every brand.
You know it. We know it. Your brand fans know it...2024-05-1734 min
Building Brand AdvocacyLessons From lululemon: Amplifying Community, Overcoming Advocacy Obstacles & The Tactics of Successful Brands ft. Lisa Galt76% of consumers wish their favorite brand had a community. 77% would use an online community to purchase products directly.
So why, in 2024, do some brands continue to ignore the community opportunity?
In the Social Commerce era, brands must tap into the transformative potential of community like never before. Leveraging its power to forge authentic connections, drive sales, and redefine the customer experience.
For today’s episode of Building Brand Advocacy, Verity is joined by Lisa Galt (Lead Brand Advocacy Strategist @ Duel, ex-GM @ LuluLemon). Legend in Brand Advocacy spaces, Lisa shares the expertise gained from ne...2024-04-2634 min
Building Brand AdvocacyHow To Unlock Advocacy: Cracking The Brand Growth Code ft. Matt LernerGrowth. The one thing every brand wants. The one thing most brands get wrong.
For this episode of the podcast, Paul sits down in conversation with Matt Lerner (Growth Specialist and Founder @ SYSTM) to uncover the secret sauce to massive brand growth.
With a unique approach rooted in deep customer insights, fast iteration, and quantitative analysis, Matt shares tactical advice for driving true brand success through growth marketing.
Delve into this dynamic world as Matt discusses:
Uncovering Growth Levers: Matt shares insightful stories and strategies, including finding PayPal’s growth levers, and...2024-04-1140 min
Building Brand AdvocacyRooted in Advocacy: How SURI’s Superfans Revolutionize a Stale Market ft. Mark RushmoreEvery brand hopes to sell hundreds of thousands of products in their first 18 months of business.
This brand has.
Say hello to SURI, a sustainable name disrupting the electric toothbrush market. Niche, but they come with a powerful marketing story that can’t be ignored.
The brand amassed 5k+ pre-orders for their first round of toothbrushes through ads, traditional press, and social media alone. At $95 each, our math establishes that was $475k raised before a customer ever had the product in their hands.
Now, we welcome Mark Rushmore (Co-Founder @ SURI) to the...2024-03-2245 min
Building Brand AdvocacyThe Influencer Marketing Playbook: Wild’s Rise to Success ft. Fiona MacphersonInfluencer marketing in the Social Commerce era is an art. As advice changes almost weekly, and the industry’s future becomes more malleable than ever, consider this the blueprint for brand success – taken directly from Wild’s stratospheric rise.For this episode of Building Brand Advocacy, Paul & Verity are joined by Fiona Macpherson (Head of Influencer Marketing @ Wild). Together, they explore the ever-evolving influencer landscape.With almost 500k followers across social platforms, Wild has emerged as one of the fastest-growing brands in the UK. Fiona shares how influencer marketing became the brand’s growth en...2024-03-1545 min
Building Brand AdvocacyHow Lucy & Yak Built An Army of Advocates: Lucy Greenwood’s StorySome brands are built to effortlessly attract communities. Lucy & Yak is one of them. Here, we uncover the secret sauce to cultivating an irresistible brand experience.In this episode, Lucy Greenwood (Co-Founder and Creative Director @ Lucy & Yak) shares her journey building the iconic community-led brand.Lucy & Yak first ignited their flame with a creation story rooted in passion and purpose. Known for sustainable and inclusive fashion, particularly their playful dungarees, they’ve had stratospheric success over the last 7 years. Most of this success can be attributed to engaging a passionate com...2024-03-0758 min
Building Brand AdvocacyHow Abercrombie & Fitch and LK Bennett Strategize, Engage & Monetize their Brand CommunitiesIt’s no longer good enough to have a brand community. In 2024, brands need to strategize, engage, and monetize the legion of Advocates they’ve been building. Industry leaders Katie Adams (Senior Marketing Director EMEA @ Abercrombie & Fitch) and Claudia Nappo (COO @ LK Bennett) join Paul & Verity for the last installment of Building Brand Advocacy LIVE – straight from the stage of the Social Commerce Summit: London.They uncover how their brands have cultivated superfans and monetized brand engagement, delving deep into the transformative power of community-driven storytelling and compelling brand narratives.From Ab...2024-02-2936 min
Building Brand AdvocacyHow To Win On TikTok Shop: Increase Sales 500% Like Mallows Beauty ft. Broghan Smith & Laura MallowsTikTok, with 1.8 billion monthly active users and a presence in over 150 markets, has emerged the #1 app globally for content consumption. As we look ahead to 2024, it's evident this will be a big year for the platform. And the thing they’re driving hardest? Undoubtedly, TikTok Shop.In a world where people crave entertainment in e-Commerce, TikTok stands out. As a content-first consumer destination, it is fast redefining Social Commerce as we know it. Join Paul & Verity LIVE from the Social Commerce Summit: London 2024, as they talk to Laura Mallows (Founder @ Mall...2024-02-2250 min
Building Brand AdvocacyREFY, ELEMIS & The Beauty Power Players: A Tactical Guide to Beauty Marketing in 2024The beauty industry thrives at the cutting edge of Social Commerce and Brand Advocacy. It’s fast-moving, easily visual, and fully embraced by creators. Join Paul & Verity LIVE from the Social Commerce Summit: London 2024, at the dynamic intersection of beauty, commerce, and community. They’re joined by industry insiders, Charlotte Geoghan (Head of Brand Marketing @ REFY), Camilla Craven (Fractional CMO, ex-Charlotte Tilbury, and ex-FaceGym), and Hannah Sheanan (Head of Social @ ELEMIS). Their tactical conversation dives deep into: The changing dynamics of Social Commerce and Advocacy in the beauty space; from th...2024-02-1641 min
Building Brand AdvocacyThe Social Commerce Landscape: Matt Navarra’s Expert Insights on Trends, Platforms & Strategies in 2024Seismic shifts and emerging trends are reshaping the Social Commerce landscape in 2024. Join Paul & Verity LIVE, from the Social Commerce Summit: London 2024, as they dive deep into this ever-evolving world with Matt Navarra; renowned social media consultant and industry expert. Reflecting on the key moments from 2023, Matt delves into the rise of private communities as the new frontier for content, sharing, and engagement. From Meta's strategic pivots to TikTok's ambitious foray into Live Shopping, Matt breaks down the developments that will continue to impact brands in the coming year.Discover th...2024-02-0834 min
Building Brand AdvocacySocial Commerce Predictions for 2024: AI Advantages, Community & The Creator Economy in 2024Social Commerce is more than the biggest trend in Brand Advocacy marketing for 2024.It is a dynamic force, reshaping the landscape of business as we know it. Socializing and shopping have become near-seamlessly integrated. With 4.5 billion social media users globally, Social Commerce is expanding at 3x the speed of traditional eCommerce; set to reach an industry valuation of $1.2 trillion by 2025 (Statista). The way people shop has evolved, extending Social Commerce beyond the realm of social media purchases to a channel of community-driven commerce.This is largely fueled by the creator e...2024-01-1528 min
Building Brand AdvocacyHow To Win On Social in 2024 ft. Grace Andrews (Diary Of A CEO), Sian Pilkington (Mint Velvet) & Verity Hurd (Duel)It’s not enough to keep up with trends in social media and Advocacy. It’s time to lead the way.Today on the podcast, our co-host Verity is joined by social experts and advocacy Advocates, Grace Andrews and Sian Pilkington. As the Marketing Director for Steven Bartlett & the Diary Of A CEO podcast, Grace knows successful branding inside and out. Expert in building fashion-focused communities, Sian is the Senior Marketing Manager for Mint Velvet.Dive into the future of social media, community building and brand Advocacy, as we unpack the power moves shap...2023-12-1951 min
Building Brand AdvocacyThe APL Way: From NBA Ban to Global Sensation, Authentic Advocacy & Strategic Collaborations ft. NJ FalkWhen it comes to Athletic Propulsion Labs, there are two camps; the ‘what is APL?’-ers and the ‘I love APL’-ers. If you’re part of either one, there are unmissable lessons in Advocacy to be learnt from this luxury footwear brand’s journey.Join us in welcoming NJ Falk, Managing Partner at APL, to the podcast. In an all-access conversation with Paul, she shares the inside track on their approach to cultivating a dedicated community – one that drives unparalleled Brand Advocacy, organically.You’ll discover how APL transcended obscurity to become a global sensati...2023-12-1545 min
Building Brand AdvocacyHow Beauty Brands Win on Amazon: Lessons from Laneige, Proven Growth Tactics & Exploring Affiliate Ecosystems ft. Renee ParkerWhat’s the one thing every beauty brand should be doing on Amazon, that most don’t? For this empowering episode, Paul welcomes Renee Parker to the podcast – an expert in beauty on Amazon and Co-Founder of Invinci, an Amazon agency. Uncover the untold story of luxury beauty on Amazon and learn how to seize control of your brand's narrative and tap into the colossal opportunity on the world's biggest retail platform. If you’ve been holding back from associating your luxury brand with Amazon, there’s one thing Renee wants you to k...2023-11-3045 min
Building Brand AdvocacyRecoding Brand DNA: Breaking Fashion’s Rules, Humanizing Aspiration & Rethinking Influencer Plays like ESPRIT ft. Ana AndjelicLegacy fashion brands have plenty of gravitas. They are the industry’s titans. But what becomes of them when nostalgia can’t sustain relevancy?A rewriting of brand DNA is needed. To become modern, playful, and cool, every brand must break fashion’s traditional rules. While you’re not an anarchist, ripping them up for the sake of it, you will rebuild a brand that knows where it stands; in relation to the culture, the consumer, and the category again.Ana knows the secret to doing that.In this episode of Build...2023-11-1638 min
Building Brand AdvocacyDriving Brand Love: Decoding 2024’s Social Media Trends, Sephora’s Success & Predictions for Powerful Advocacy Strategies ft. Verity HurdFor this special episode of Building Brand Advocacy, Duel's Weekly Debrief is brought to life. Expanding on our popular LinkedIn Newsletter, it’s a captivating exploration of the week’s must-know social media news and the trends that deserve more than a cycle for 2024. Verity Hurd, Brand Advocacy & Community Lead at Duel, dives into a dynamic week of updates in social media – taking you beyond the written word, straight into actionable tactics. She unpacks two game-changing social updates and presents a crystal-clear vision of the trends that will define 2024, to support your Brand Advocacy efforts.2023-11-0914 min
Building Brand AdvocacyUnlocking the Secrets of e.l.f.’s ‘Beauty Squad’: The Power of Community Loyalty ft. Verity HurdIn today's world of seemingly infinite options, the beauty industry is presented with a unique challenge. With a multitude of beauty brands vying for attention, it's a daunting task to distinguish yourself and cultivate strong customer loyalty. e.l.f. Cosmetics, however, has not only risen to this challenge, but excelled at it; thanks to their ingenious 'Beauty Squad' program. This loyalty program serves as a shining example of successful community-building, offering valuable insights for any Brand Builder seeking to craft their own Social Commerce strategies.Join us for this short yet impactful ‘Bra...2023-11-0208 min
Building Brand AdvocacyAmazon, Netflix & Bloom & Wild: The Six Pillars of Personalization ft. David MannheimIt’s time Brand Builders stop buying into the hype cycle of personalization, and get back down to branding basics. Personalizing for your community is one thing, but a personification of their individualization is now key. Join us in welcoming David Mannheim, the guru of personalization and Founder of Made With Intent, to this episode of Building Brand Advocacy. In a far-reaching conversation, Paul and David discuss why retention doesn’t equate to loyalty, how brands can prioritize care over competency (for the sake of their community), and the art of building for long-term goals at the e...2023-10-2644 min
Building Brand AdvocacyDoing Business with Dopamine: Brand Evolution, Death of Traffic & AI Co-Working in The Social Commerce Era ft. Jennifer RoebuckAs online traffic flows become untraditional, AI takes over, and the definition of ‘brand’ evolves, the quest for tech-led excellence has never been more crucial. Brands will stay brands, but how do they secure sustainable scaling on a rapidly changing digital frontier?Right now, no brand stands out. Those set to win long-term will take the mediocre output AI produces, and make magic from it; adding a human-touch the fashion industry desperately needs to de-commoditize creative differentiation. No one is better equipped to share successful tactics for achieving this than today’s guest, Jennifer Roebuck – CMO at Metaversal, ex-CCO of...2023-10-1150 min
Building Brand AdvocacyThe TikTok Playbook: Winning Strategies, Shop Secrets & Insider Growth Tactics ft. Bronte CulletonEvery brand builder has a burning question… How do I ignite growth on TikTok in 2023? This episode unveils a treasure trove of insider insights, including the answers you’ve been waiting for.Join us in welcoming Bronte Culleton, the expert in charge of Senior Growth & Strategy Management at TikTok, to Building Brand Advocacy. You’ll hear from host Paul, Verity (Duel’s Brand Advocacy Lead) and Bronte as they tackle your questions on organic growth, proven engagement strategies, and the inside track of TikTok and its algorithm. Touching on the importance of Live Streaming for creative brands, the benefits of utili...2023-09-2934 min
Building Brand AdvocacyThe Reinvention of TOMS: Unleashing Impact As a Purpose-Driven Brand ft Amy SmithThe world of purpose-driven brands is a Brand Builder‘s playhouse – it’s where strategy meets informed impact, and controversy dances with conscience. Today, we’re diving deep into the playbook of mission-led branding with Amy Smith, Chief Strategy & Impact Officer at TOMS. On this episode of Building Brand Advocacy, Paul and Amy tackle the evolution of TOMS from a one-to-one model to a global brand funding accessible mental health care, tracking revenue back to its direct impact, and what it should mean to be a B Corp. If you’re ready to learn best practice for building better busin...2023-09-1556 min
Building Brand AdvocacyDominate the Market: How to Activate the Influencers in Your Brand Network ft. Paul ArcherSo, you’re building a brand with a substantial following. You want to take your operations to the next level. In fact, you’ve noticed there’s swathes of potential influencers already engaging with and buying from you… What you have here is an opportunity. All you need to do? Figure out a way to activate them, and get these passionate individuals involved with your brand.In this bitesize episode of Building Brand Advocacy, regular host Paul Archer is offering up insights into unlocking the invaluable influencers already in your brand network. How do you find the right influencers? Why both...2023-09-0714 min
Building Brand AdvocacyMAC, Calvin Klein & Inkbox: Crafting Authentic Narratives for Powerhouse Brands ft. Woozae KimEven the biggest brands can’t do what they do without some help from advocates and influencers. In fact, companies like Inkbox, MAC, and Calvin Klein rely on them. Your goal as a brand builder should be for customers to celebrate and champion your brand – telling everyone how much they love you, to the point where it’s annoying. Once you’ve done that, you’ve reached the pinnacle of impactful marketing and branding. Join us in this episode of Building Brand Advocacy, where Paul speaks with Woozae Kim, a disruptive brand builder & storyteller who has made waves in the brand a...2023-08-2431 min
Building Brand AdvocacyRed Bull, Harley Davidson & Peloton: How they Built a Community to Avoid Being a Commodity ft. Lloyed LoboBrands like Peloton, Harley Davidson, Apple, and Nike all have one thing in common: their undivided focus on communities. Peloton and Nike are focused on making their customers the best they can possibly be, building their health and encouraging them to better themselves. Harley Davidson is focused on bringing people together, forming a kinship between each other. Apple is focused on building their community members’ aspirations. So, with this in mind, how do you want to build your brand community?Join us in this episode of Building Brand Advocacy, where Paul speaks with Lloyed Lobo, Co-Founder and Board Member at...2023-08-1143 min
Building Brand AdvocacyFrom Ganni Girls to the Oafworld: How to Transform Buyers into Believers ft. Daisy MorrisIn this episode of Building Brand Advocacy, Paul is joined by Daisy Morris, Founder of The Selfhood. The queen of brands and community, Daisy drops a ton of invaluable insights as she shares a treasure trove of tactical nuggets. Discover the power of a strong creator or founder presence, delve into the distinction between an audience and a community and be enlightened by Daisy’s expertise and experience with notable brands like Ganni, Lazy Oaf, Glossier, Estrid and more.Daisy Morris is a dynamic individual who wears many hats in the world of social media strategy, authorship, speaking en...2023-08-0355 min
Building Brand AdvocacyCreators, Ambassadors & Affiliates: Know your Advocates from your Influencers ft. Paul ArcherAn influencer is anyone who can influence someone to make a purchase. In a way, we are all influencers; whether it’s getting a family member or a million people to buy something, it doesn’t matter: you’re an influencer. So, with that being said, how do affiliates fit into the mix? What makes them so special and worth investing in?In this episode of Building Brand Advocacy, regular host Paul Archer is going solo! Join him as he deconstructs the differences between affiliates, influencers, and creators and how brands can use them to drive revenue. He breaks down m...2023-07-2709 min
Building Brand AdvocacyTackling Threads: Navigating a Game Plan for Instagram’s New Platform ft. Verity HurdOn July 5th, Meta released Threads, the fastest app to hit 100 million downloads. As a brand new social media platform that has been built out of Instagram, brands have been garnering more followers in 24 hours than in two years on Instagram. It is no surprise that marketing teams are now wondering exactly what they are supposed to do with this new network. To help clear things up, Verity Hurd is here today to talk all things Threads. Verity is the Brand Advocacy and Community Lead at Duel. She is a social media and content strategist working with over 100 brands a...2023-07-2135 min
Building Brand AdvocacyRichard Chapple, ex CMO of Gymshark, ex-THG Ingenuity & ex-PLAY.com, on the secrets to building 3x Billion dollar brandsWhat makes brands like GymShark so phenomenal? According to today’s guest, it all comes down to three things: timing, hard-work, and bravery.Advertising to your consumers is a skill; it requires a hell of a lot of practice and knowledge that you won’t know right away, so the best thing you can do is really amplify the benefits of your product whilst suppressing their anxieties. Make the consumer feel as though they can trust you, that they are in for nothing but a good time should they choose you. If you feed into a niche in your indu...2023-07-2039 min
Building Brand AdvocacyCreate a Feeling For Your Customers Like The Growth Foundation ft. Richard ChappleAdvertising to your consumers is a skill; it requires a lot of practice and knowledge that you won’t know right away. Oftentimes we’ll see politicians campaign and advertise with negativity, bombarding the public with more reasons to be anxious, but when it comes to brands and products, the best thing you can do is really amplify the benefits of your product whilst suppressing their anxieties. Make the consumer feel as though they can trust you, that they are in for nothing but a good time should they choose you.In this episode of Building Brand Advocacy, Paul is j...2023-06-2639 min
Building Brand AdvocacyRetain Your Luxury Customers Like Hammitt ft. Tony DrocktonIn a world of controversial figures like Elon Musk and Jeff Bezos, what we need are Founders and CEOs like Tony Drockton, the man who created Hammitt. All he wanted to do was to make something people cherished, that could build a strong sense of community, belonging, and advocacy for all those who purchased it. After years of not knowing what he wanted to do, after never really feeling fulfilled, he finally figured it out and created a brand that he could be proud of. If you’re a CEO or Founder, listen up, this motivational episode is one for th...2023-06-0535 min
Building Brand AdvocacyWhy You Need to be a Part of Your Brand’s Community ft. Madeline SimsMost well-established brands have a community that spawned from them. But their problem can often be that they think it’s enough to simply sit and observe them whilst also marketing to them. Well, spoiler alert: it’s not enough. You need to be a part of the communities you create; you need to build trust and show some interest; that way, you will immediately become more interesting to your consumers, and your brand’s ecosystem will become a far healthier one!In this episode of Building Brand Advocacy, Paul is joined by Madeline Sims who is the Marketing Direct...2023-05-3119 min
Building Brand AdvocacyThe Rise of Social Commerce and How You Can Harness it ft. Paul ArcherIn this episode, join host Paul Archer as he takes the reins for a special solo episode. Paul dives deep into the fascinating world of social commerce and its role in driving brand advocacy. With the advent of social media platforms that soared in popularity during the pandemic, businesses have found innovative ways to enhance their visibility and boost revenue. Paul shares insights, strategies, and success stories that highlight the immense potential of social commerce in today's digital landscape.As a business owner, you are challenged with finding ways to provide visibility for your brand and drive sales by...2023-05-1517 min
Building Brand AdvocacyUsing The Fundamentals Of Brand Building To Keep A Century Old Brand Relevant Ft. Karen Riley-GrantSo, you’re a Founder of a business and you want to know what your customers are thinking and what the general consensus on your brand is. How do you do that? Sure, you could look at data and analytics, you could mathematically figure out who your demographic is and send your marketing efforts in that direction… or, you could try talking to them? No amount of numbers and statistics can quantify how your customers are feeling and thinking - you can only get that through having a direct conversation and listening to them.In this episode of Building Bran...2023-05-011h 00
Building Brand AdvocacyAdapting To Dramatic Changes In Brand Building Like Vissla Ft. Paul NaudePaul Naude dedicated Vissla to the culture and performance of surfing. He started off working in a shaping bay in South Africa while honing his surfing skills, which led to a continued career in the surfing industry, including founding South Africa’s premier surf magazine, ZigZag.He is also the former president of Billabong’s US operations and started Vissla after a failed takeover bid of his previous company. After starting as a boutique brand, Vissla has developed into a multi-million-dollar brand!The key to any successful brand is authenticity, after all, consumers and audiences are far more priv...2023-04-2413 min
Building Brand AdvocacyMaking The Most Out Of Your Influencers Like The Retail Tracker Ft. Marni ShapiroWe talk a lot on this podcast about branding and how to optimise your branding image, but one thing that often goes ignored is something that plays a massive role in their success, and that’s the retail side of things. There’s a saying in the world of retail: retail is in the detail. It might sound daft, but it’s a very accurate and apposite representation of what the retail industry is all about. Everything a retail store does matters - every nook and cranny; every employee; how the store is laid out; they’re all vital, contributing parts to...2023-04-1746 min
Building Brand AdvocacyAMA | Turn Average Customers Into Brand Advocates Ft. Paul Archer And Jaclyn CrockerAs a brand, building a community is one of the most beneficial things you can do… but why? What’s the secret behind making sure it’s successful? Well, the number one thing you need to do is figure out what exactly you stand for as a brand and what your customers' shared passion is! This doesn’t necessarily mean that it’s your product or your service, in fact in most cases it rarely is. To execute it, it involves figuring out who your customers are, reaching out to them and having a conversation; a manual process to be sure, one...2023-03-2745 min
Building Brand AdvocacyExpanding Your D2C Brand In China Like TONG Ft. Adam KnightIt’s quite well known (although very rarely acknowledged) that TikTok, one of the biggest platforms in the world right now, is a Chinese product. So how did they manage to blow up so much? Well, it’s because unlike the west, their introduction to the internet was through platforms on handheld devices, whereas ours were through desktop computers. It only makes sense then that they would excel in the social commerce business as they’ve had way more time to perfect it.In this episode of Building Brand Advocacy, Paul is joined by Adam Knight, Co-Founder of both Kaui C...2023-03-2038 min
Building Brand AdvocacyShifting From A Customer Focus To Community Building In Sports Marketing Like Tracksmith Ft. Massimo AlpianThroughout history, sports branding and marketing has been dominated by a particular demographic, but it’s only in the couple of decades that we’re seeing more and more diverse representation come to the forefront. Your brand is determined by your experiences, stories, and values, so it’s absolutely vital that you reach out to those who share them. Not only that, but the brands you collaborate with will only go well if you choose others with those shared values; there needs to be some philosophical alignment for it to work.In this episode of Building Brand Advocacy, Paul is joi...2023-03-0942 min
Building Brand AdvocacyHow To Be A Niche Within A Niche With Georgie Carter, Founder Of PeppedPaul and Georgie discuss how to be a ‘niche within a niche’; the importance of content quality within SMS and Email marketing; how to utilise customer segmentation to lockdown customer retention; and how to use the data gained from campaigns.Georgia has over a decade of experience specialising in lifecycle marketing and CRM, and has a proven track record of turning leads into loyal, raving fans. She is the Founder of Pepped, a boutique lifecycle marketing agency that helps growing health and wellness businesses both in the UK and US attract, convert and retain more customers. She is also a Li...2023-01-3031 min
Building Brand AdvocacyHow To Build An Attention Grabbing Brand With Richard HoniballIn this episode of Building Brand Advocacy, Paul Archer is joined by Richard Honiball. They discuss their backgrounds in retail, brand design and trend, product development and sourcing, luxury retail, department store buying, and specialty retail. They also discuss effectively serving the audience while staying true to your brand identity. Richard is a highly skilled customer relationship leader with extensive experience in developing brand building strategies. He is the current Executive Vice President, Global Chief Merchandising & Marketing Officer for the Navy Exchange Service Command (NEXCOM). Before joining NEXCOM, he was the SVP of Marketing, Licensing & E-commerce at Haggar Clothing Co...2023-01-2338 min
Building Brand AdvocacyHarnessing The Power Of Social Commerce ft. Camilla Craven, Dave Morrissey, And Paul ArcherIn this episode of Building Brand Advocacy, Lisa Galt is joined by her panel of experts, Camilla, Dave, and Paul. They discuss the future of social commerce and how it has grown exponentially over the years, from 900 billion dollars at the end of 2020 to being predicted to rise to several trillion dollars in 2023. They further discuss how platforms like TikTok have changed the way people shop, how brands find real advocates and ambassadors for their brands, and how to convert a resistant audience through trust and authenticity.Camilla Craven is a brand, marketing, and communications expert with an aptitude...2022-12-2352 min
Building Brand AdvocacyBuilding a Brand From Scratch Like Avocados From Mexico ft. Ivonne KinserIvonne Kinser joins Paul Archer in this episode of Building Brand Advocacy to talk about how she successfully built Avocados From Mexico from scratch into one of the top brands with ninety per cent of the market share firmly in their grasp. They also dive into the essence of brand advocacy, how to deploy passion in communication, managing “nano influencers,” and so much more.Ivonne is the Vice President of Marketing and Innovation and Head of Marketing for Avocados From Mexico. She is a keynote speaker on disruptive creativity and innovation and a board member of the American Marketing Association (AMA...2022-12-1943 min
Building Brand AdvocacyHow To Sell $30,000 Suits | Brand Building In The Hyper Luxury Space ft. Michele GalettoIn this episode of Building Brand Advocacy, Paul Archer is joined by Michele Gallato. They discuss building a luxury brand, the creation of unique brands that appeal to customers, and approaches to influencing customers' decisions on product purchases.Michele Galetto is the Vice President of Kiton, where he also serves as part of the marketing team and as an executive board member of Kiton UK Ltd. LinkedIn: https://it.linkedin.com/in/michelegaletto Twitter: https://twitter.com/_migal71Website: https://kiton.comBuilding Brand Advocacy is handcrafted by our friends over at: www.fame.so Hosted on Ac...2022-12-1251 min
Building Brand AdvocacyThe Role of Social Media in Brand Building ft. Tricia Mahoney From Twisted X Global BrandsIn this episode of Building Brand Advocacy, Paul Archer is joined by Tricia Mahoney. They talk about how to engage in brand development, the roles that models and photographers play in developing brand content, and the challenges and approaches of social media in this context.Tricia Mahoney, CMO of Twisted X Global Brands, helps new businesses build their brands primarily using social media. She is currently Chief Marketing Officer for Twisted X Global Brands – home of Twisted X, Twisted X Work, Black Star Boots, Tamarindo Footwear, and CellSole. Her efforts include ongoing coverage in western and footwear publications as we...2022-11-1433 min
Building Brand AdvocacyHow To Find The Perfect Brand Market Fit ft. Paul ArcherIn this episode of Building Brand Advocacy, Paul Archer, Founder, and CEO of Duel and the host of the Building Brand Advocacy Podcast, shares insights into laying the groundwork from the start to achieve brand success strategically.Paul is a World Record-breaking Adventurer, Best-selling Author, and founder of Duel and the Daredevil Project. He founded Duel to democratise and decentralise marketing for brands. Duel is solving the lack of emotional connection and social proof in often clinical-looking online stores by rewarding customers for creating visual testimonials and advocating among their friends rather than wasting millions on advertising to drive...2022-11-0211 min
Building Brand AdvocacyCan Traditional Marketing and Brand Authenticity Really Improve the DTC Customer Experience? ft. Jim Davis From Buck MasonIn this episode of Building Brand Advocacy, Paul Archer is joined by Jim Davis. They discuss how brands can leverage traditional marketing ideas like catalogue marketing to focus brand authenticity on improving the customer experience for DTC models.Jim is a customer obsessed omnichannel leader with extensive experience in delivering customer-focused strategies at global brands. He is the current Chief Customer Officer at Buck Mason. Before joining Buck Mason, he was the VP of Marketing and Sales at Omaha Steaks and the Global Omnichannel Marketing VP at Deckers Brand. He is a fact-based decision-maker with a keen sense of...2022-10-1749 min
Building Brand AdvocacyLeveraging Marketing Technology, Personalisation, And Customer Enthusiasm For Brand Advocacy ft. Stephan Lukac From INDOCHINOIn this episode of Building Brand Advocacy, Paul Archer is joined by Stephan Lukac. They discuss how brands can leverage marketing, personalization, and customer feedback to build customer advocacy.Stephan is a paid media strategist and digital marketer, passionate about driving capabilities forward to uncover new opportunities. He is currently the Marketing Director at INDOCHINO–a retail apparel and fashion company founded on the belief that people don't need to spend a fortune on a custom wardrobe. Before INDOCHINO, he was the Senior Marketing Manager at Best Buy Canada–an omnichannel retailer of consumer electronics, computers, entertainment products, related acce...2022-10-1030 min
Building Brand AdvocacyDriving exponential brand growth like Quicksilver and Ripcurl ft. Barry WolinsIn this episode of Building Brand Advocacy, Paul Archer is joined by Barry Wolins. They discuss the creation of brands, factors that promote brand survival, and approaches and limitations around brand growth.Barry Wolins is the CEO of Wolins Consulting. He consults for the surf and sports industries, specifically apparel range building, sourcing, and marketing. He is the executive advisor to South African Surfing Legends and an innovator and executive consultant to the High-Performance Surfing Academy in Durban, South Africa.LinkedIn: https://www.linkedin.com/in/barry-wolins-5aa83111Twitter: https://twitter.com/barrywolinsBuilding Brand Advocacy is handcrafted...2022-10-031h 16
Building Brand AdvocacyHow a passionate sports community built a brand ft. Jeremy Rusco from Dynamic DiscsJeremy Rusco is the Founder and CEO of Dynamic Discs.Jeremy took an idea and his love for disc golf and has now built one of the most passionate brand communities in the world.Paul and Jeremy sit down to discuss how this brand came to be and what it takes to build a passionate community around your brand.Building Brand Advocacy is handcrafted by our friends over at: www.fame.so Hosted on Acast. See acast.com/privacy for more information.2022-08-3042 min
Building Brand AdvocacyElevating The Customer Experience To Continually Engage Your Consumers ft. Zarina Stanford from BazaarvoiceIn this episode of Building Brand Advocacy, Paul Archer is joined by Zarina Stanford. They discuss the trends of brand building today and how brands can bring an engaging shopping experience to the digital sphere.As CMO of Bazaarvoice, Zarina leads with a customer-centric, insights-driven, and outcome-based approach to all aspects she touches. Before joining Bazaarvoice, Zarina was CCMO of Rackspace Technology and held sales and marketing executive positions at public and private equity and venture capital portfolio firms, including IBM, SAP, Rackspace Technology, and Syniti. Zarina was recently named among the 2021 Outstanding 50 Asian Americans in Business by the...2022-08-1539 min
Building Brand AdvocacyHow bonding with their audience over underwear built a popular brand ft. Yang Liu & Alex Walsh from JustWearsWhat do you get when you mix a determined duo with a community of men tired of chaffing underwear? JustWears, run by CEO Yang Liu and CTO Alex Walsh, have successfully utilised community marketing tactics to authentically engage its target market with its state-of-the-art underwear. They've mastered the art of audience listening and have erected a brand that their community has contributed to and feels seen by.In this lighthearted, passion-driven episode get into the minds of the two brand builders as they relay their journey with Paul, sharing the components of their brand's success.Building Brand Advocacy i...2022-08-0141 min
Building Brand AdvocacyWhy brands need to be more human ft. Kate NightingaleKate Nightingale is a consumer psychologist, and the Founder and Chief Behavioural Officer of Humanising Brands.Her unique approach mixes decades of scientific wisdom on human behaviour with consumer business and creative thinking to maximise the impact brands can have on their consumers.Paul and Kate sit down and discuss how brands can connect with potential and existing customers by tapping into the power of behavioural psychology. Building Brand Advocacy is handcrafted by our friends over at: www.fame.so Hosted on Acast. See acast.com/privacy for more information.2022-07-181h 04
Building Brand AdvocacyHow the Co-Founder of OLIO harnessed advocacy to power one of the biggest community driven brands on earth ft. Saasha Celestial-OneThis week's episode features the enigmatic Saasha Celestial-One, Co-Founder of OLIO and food-waste warrior.Paul and Saasha dive into the fundamentals of what makes a true community, and how important it is to never underestimate your advocates.Building Brand Advocacy is handcrafted by our friends over at: www.fame.so Hosted on Acast. See acast.com/privacy for more information.2022-07-0754 min
Building Brand Advocacy"Better to do something and make a mistake, than not do anything at all" ft. Daniel PricePrince William, Obama, Beyoncé, Elton John and Kris Jenner have one thing in common - Daniel.This week's episode features the magnetic Daniel Price, Co-founder of My 1st Years. Dan's story is one of self-belief, perseverance and fearless optimism, demonstrating the unparalleled success that can occur when you combine advocacy principles with hustle.Paul peers into the mind of Dan, uncovering the traits needed to be a successful founder and create a brand with the longevity that My 1st Years have earned.Building Brand Advocacy is handcrafted by our friends over at: www.fame.so Hosted o...2022-06-2044 min
Building Brand AdvocacyHow to scale a successful Ambassador program ft. Paul Archer & Emmanuel KwakyeIn this week's episode, Emmanuel (Content Manager at Duel) sits down with Paul to get into the weeds of Ambassador programs.Learn:What Brand AmbassadorsHow to best source Brand AmbassadorWhat Brand Ambassador programsHow to build a scalable Ambassador programsBuilding Brand Advocacy is handcrafted by our friends over at: www.fame.so Hosted on Acast. See acast.com/privacy for more information.2022-06-1325 min
Building Brand Advocacy"If you don't start advocacy at home it's not going to be built genuinely on a broader scale." ft. Camilla CravenWe kick off Building Brand Advocacy with the phenomenal Camilla Craven. The guru of growing beauty brands has worked with Charlotte Tilbury, Vashi and more. Currently the Global Brand & Marketing Director of FaceGym, Paul sits down with Camilla as she shares the gems that she has picked up building DTC brands in one of the most competitive industries today.LinkedIn: https://www.linkedin.com/in/camillabradleyTwitter: https://twitter.com/camillablyssBuilding Brand Advocacy is handcrafted by our friends over at: www.fame.so Hosted on Acast. See acast.com/privacy for more information.2022-06-0633 min