Building Brand Advocacy

By Paul Archer and Verity Hurd

The Building Brand Advocacy podcast is your go-to for tactical conversations with marketing minds from fashion, beauty, wellness, and beyond.

Hosted by Paul Archer and Verity Hurd, this podcast brin... more

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FAQs about Building Brand Advocacy:

How many episodes does Building Brand Advocacy have?

The podcast currently has 114 episodes available.

Building Brand Advocacy episodes:

October 26, 2023Amazon, Netflix & Bloom & Wild: The Six Pillars of Personalization ft. David Mannheim
It’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 expense of short-term gains.

From breakdowns of marketing initiatives at Amazon, Disney, Netflix, Gousto, and Bloom & Wild, you’ll learn what to do (and what not to do) to win in today’s brand landscape.

On a technical level, personalization comes down to two things; segmentation and recommendations. David knows it’s much more than that, though. From his Six Pillars of Personalization – acknowledgement, familiarity, intimacy, authenticity, care & listening – there’s plenty to be learnt.

Master these, and you’ll be on your way to Building Brand Advocacy.

And connect with David here:
David’s LinkedIn
The Person In Personalization
Made With Intent

Hosted on Acast. See acast.com/privacy for more information.
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45min
October 11, 2023Doing Business with Dopamine: Brand Evolution, Death of Traffic & AI Co-Working in The Social Commerce Era ft. Jennifer Roebuck
As 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 Ted Baker, and ex-CMO of Sephora UK.
As a Board Advisor at Warm Storm, a Marketing Transformation Consultant for Fossil Group, and an NED at AllBright, she’s an expert at leveraging Advocacy.
Join us in this episode of Building Brand Advocacy, where Paul speaks with Jennifer about the imminent expansion of Social Commerce in the West, future-proofing your brand by ensuring your individuality, and the 4 to-do’s of any brand looking to stand out – taking a leaf from Uniqlo, Liquid Death, and Rowing Blazers’ playbooks to catapult your brand to the big leagues.
In their role as dopamine dealers, brands and creators alike must navigate disingenuous waters to truly connect with their Advocates. Paul and Jennifer dissect this intersection of technology, humanity, and brand identity, answer whether blockchain will save us from AI-generated marketing scams, and delve into her predictions for an industry run off of selling via video.

Rate & Review Building Brand Advocacy:
Apple Podcasts: https://apple.co/3HYuoYl
Spotify: https://spoti.fi/3DjUd1Y

And connect with Jennifer here:
LinkedIn
Metaversal
AllBright
Fossil Group Inc.

Building Brand Advocacy is handcrafted by our friends over at: www.fame.so
Hosted on Acast. See acast.com/privacy for more information.
...more
51min
September 29, 2023The TikTok Playbook: Winning Strategies, Shop Secrets & Insider Growth Tactics ft. Bronte Culleton
Every 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 utilizing TikTok Shop (now live in the UK & US) to drive revenue are unignorable.
If you’re eager to immerse yourself in the world of TikTok and master the tactics needed to see success, buckle up. Bronte knows the ins and outs of building Advocacy on the platform, sharing insider know-how for traversing the TikTok terrain. Tune in for strategies that foster community and spark engagement on TikTok, alongside insider tips for fashion and beauty brands to see organic success on the platform.

Rate & Review Building Brand Advocacy:
Apple Podcasts: https://apple.co/3HYuoYl
Spotify: https://spoti.fi/3DjUd1Y

And connect with Bronte here:
LinkedIn
Instagram
TikTok
Building Brand Advocacy is handcrafted by our friends over at: www.fame.so
Hosted on Acast. See acast.com/privacy for more information.
...more
35min
September 15, 2023The Reinvention of TOMS: Unleashing Impact As a Purpose-Driven Brand ft Amy Smith
The 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 businesses and tackling highly-charged political topics as you do, buckle up. From her work overseeing TOMS’ corporate & social impact strategies, and as a Founding Member of Chief (a private network built to drive more women into leadership positions), Amy really knows it all. Tune in to hear how you rewire the DNA of your brand to achieve purpose-driven excellence in 2023, even if you’re a decade or deeper into the game.
Rate & Review Building Brand Advocacy:
Apple Podcasts: https://apple.co/3HYuoYl
Spotify: https://spoti.fi/3DjUd1Y

And connect with Amy here:
LinkedIn
TOMS
Chief
The Dinner Party
Building Brand Advocacy is handcrafted by our friends over at: www.fame.so
Hosted on Acast. See acast.com/privacy for more information.
...more
57min
September 07, 2023Dominate the Market: How to Activate the Influencers in Your Brand Network ft. Paul Archer
So, 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 bother activating them? Is the search worth it? Paul knows. Here, he’s answering these questions and more on sourcing influencer-first Brand Advocates.
Rate & Review Building Brand Advocacy:
Apple Podcasts: https://apple.co/3HYuoYl
Spotify: https://spoti.fi/3DjUd1Y

And connect with Paul here:
LinkedIn: https://www.linkedin.com/in/paulkarcher
Building Brand Advocacy is handcrafted by our friends over at: www.fame.so
Hosted on Acast. See acast.com/privacy for more information.
...more
15min
August 24, 2023MAC, Calvin Klein & Inkbox: Crafting Authentic Narratives for Powerhouse Brands ft. Woozae Kim
Even 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 advocacy space. Previously, he was the Chief Marketing Officer at Inkbox; Senior Vice President of Global Brand Marketing at Calvin Klein; Vice President of Global Consumer Marketing & Artist Relations at MAC; and the Director of Strategic Marketing & Brand Integration at Virgin Mobile USA.
Together, they delve into how Inkbox managed to reposition and shift the customer’s mindset; how to build a marketing strategy around word-of-mouth; why brand advocacy is one of the guiding philosophies for Woozae’s marketing career; and whether or not you need to control the brand narrative.

Rate & Review Building Brand Advocacy:
Apple Podcasts: https://apple.co/3HYuoYl
Spotify: https://spoti.fi/3DjUd1Y

And connect with Woozae here:
LinkedIn
Building Brand Advocacy is handcrafted by our friends over at: www.fame.so
Hosted on Acast. See acast.com/privacy for more information.
...more
32min
August 11, 2023Red Bull, Harley Davidson & Peloton: How they Built a Community to Avoid Being a Commodity ft. Lloyed Lobo
Brands 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 Boast, a fintech platform that provides R&D funding to help innovative companies fuel their growth! He is also the Co-Founder of Traction; the Host of his own show, the Traction Podcast; and a member of the Board of Directors at Wishpond.
Together, they discuss the importance of building a community, and how successful brands like Apple and Nike have managed to master the process. They also delve into the current state of marketing in 2023 and how brands can do their best to thrive in the space.
Get Lloyed’s new book on Community Led Growth at FromGrassrootsToGreatness.com

Rate & Review Building Brand Advocacy:
Apple Podcasts: https://apple.co/3HYuoYl
Spotify: https://spoti.fi/3DjUd1Y

And connect with Lloyed here:
LinkedIn
Boast
Traction
Traction Podcast
Wishpond
Building Brand Advocacy is handcrafted by our friends over at: www.fame.so
Hosted on Acast. See acast.com/privacy for more information.
...more
44min
August 03, 2023From Ganni Girls to the Oafworld: How to Transform Buyers into Believers ft. Daisy Morris
In 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 engagements, and community content curation. Driven by a passionate desire to empower creatives and help them discover their unique voices on social platforms, she took the leap and established The Selfhood, which has become a go-to hub for a diverse clientele and collaborators, ranging from tech giants like Meta, Microsoft, and Adobe to mental health charities like Mind.

Rate & Review Building Brand Advocacy:

Apple Podcasts: https://apple.co/3HYuoYl

Spotify: https://spoti.fi/3DjUd1Y

And connect with Daisy here:

LinkedIn: https://www.linkedin.com/in/daisy-morris-the-selfhood

Website: https://www.theselfhood.com
Building Brand Advocacy is handcrafted by our friends over at: www.fame.so
Hosted on Acast. See acast.com/privacy for more information.
...more
56min
July 27, 2023Creators, Ambassadors & Affiliates: Know your Advocates from your Influencers ft. Paul Archer
An 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 methodologies and tactics to create a machine that uses advocacy as a tool to drive customer acquisition. Paul further dives into a subject that often causes confusion amongst most brands: affiliates, affiliate technology, and affiliate marketing.
Rate & Review Building Brand Advocacy:
Apple Podcasts: https://apple.co/3HYuoYl
Spotify: https://spoti.fi/3DjUd1Y

And connect with Paul here:
LinkedIn: https://www.linkedin.com/in/paulkarcher
Building Brand Advocacy is handcrafted by our friends over at: www.fame.so
Hosted on Acast. See acast.com/privacy for more information.
...more
10min
July 21, 2023Tackling Threads: Navigating a Game Plan for Instagram’s New Platform ft. Verity Hurd
On 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 and the previous Founder of Style Up Social, a social media and content creation agency. With such a rich history in the social media field, she is well-placed for sharing insights and tactics on approaching Threads.
She covers what Threads is, how it connects to the Fediverse, its key features and planned updates, plus creative examples of how brands have already started to set the tone of the platform. She finishes with insider top tips and best practices in a game plan for attacking the Threads platform.
Rate & Review Building Brand Advocacy:
Apple Podcasts: https://apple.co/3HYuoYl
Spotify: https://spoti.fi/3DjUd1Y

And connect with Verity here:
Verity Hurd LinkedIn

Building Brand Advocacy is handcrafted by our friends over at: www.fame.so
Hosted on Acast. See acast.com/privacy for more information.
...more
36min

FAQs about Building Brand Advocacy:

How many episodes does Building Brand Advocacy have?

The podcast currently has 114 episodes available.

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