Building Brand Advocacy: Recent Episodes

Duel Tech

This podcast is on the mission to find the unearth the secret sauce of brand building.

"We’ve enlisted the most innovative, purpose-led brand builders in the world to uncover the techniques and principles they used to drive exponential growth through the advocacy of their passionate fans, customers and community.” - Paul Archer

Abercrombie & 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 brand’s story through their own eyes.

Tune in to discover…

Listening to Customers & Taking Action: Feedback from Abercrombie’s brand community informs every move these marketers make. In fact, this feedback informs every single team in the business. By listening to their customers closely – and actually taking action on the thoughts, feelings, and ideas they share – Abercrombie has launched hyper-successful new lines, collections, and activations.
Choosing Authentic Advocates: Authenticity is key when selecting Advocates, as the brand looks for influencers who entirely align with their brand purpose. Working with creators across various niches – from weddings, to workouts, to everyday staples – Abercrombie taps into their insights to drive brand awareness in new ways.
Tapping into Unexpected Audiences: Abercrombie is now built around the idea of outfitting their customers for the perfect long weekend. Every product is an answer to a customer's direct needs. That’s how the brand has found success tapping into unexpected audiences to expand their reach. You can, too.

Listen. Learn something. Apply it. Evolve.

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Connect with Abercrombie & Fitch:

On Instagram

On TikTok

Via their website

As 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 goals. Research shows this trend will only intensify, making it essential for marketers to adapt swiftly.

In this episode, Paul is joined by Doug Foulkes (Social & Creator SME, Team Lead @ Bazaarvoice) LIVE from the stage of the Social Commerce Summit: New York. Together, they piece together a playbook for navigating this fast-approaching future.

Listen up to learn about…

Demonstrating the Business Value of Content: Social Media teams need access to accurate, impactful data and the keen analytical skills to translate these insights into proof of tangible value. Social content can, and should, live far beyond the realms of social to influence customer purchasing decisions. The further into the right analytics you lean, the faster you prove worth. The faster you prove worth, the faster your budgets can expand.
Opportunities for AI in Brand Safety: The potential impact of AI on content creation and brand safety is a hot topic. While there’s concern, there’s opportunity for helpful innovation here, too. AI is helping streamline creative processes in marketing, but it could also be used in influencer & Advocate approval. Take a peek into the not-far-off future.
Utilizing User-Generated Content Effectively: Doug’s research has found fresh user-generated content (UGC) can make all the difference. 74% of consumers say it’s a prerequisite for them to see social proof on product pages, to help them make up their mind before buying. Of this on-page social content, recent UGC works 4x better for sustaining high conversion rates. Find out why. Learn how to optimize.

This episode is presented by Bazaarvoice – a MarTech solution making magic for thousands of brands & retailers, growing sales through authentic social content on their websites.

Find out more about these good folk here: https://www.bazaarvoice.com/

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Connect with Doug:

Doug’s LinkedIn
Bazaarvoice’s LinkedIn

Social 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 Cosmetics, SKKN by Kim & Philosophy), Amanda Griffiths (Director of Digital Marketing & eCommerce @ Davines), and Djalal Lougouev (CSO & President @ Ometria).

Listen up to learn about…

The Evolution of Social Commerce: A strategy for the integration of digital marketing and Social Commerce with traditional retail experiences is essential in 2024. No brand can create a seamless customer journey, connecting in-house and out-of-house commerce, without one. Perfecting your ‘B2C2B’ approach is the next horizon. Hear the experts advice for doing so.
Data & AI to Personalize the Customer Experience: Every customer experience that can be, should be personalized. That’s why the use of first-party data and AI is crucial for elevating the customer experience, and communicating with your brand fans in the most effective way possible. Almost everyone is now aware of AI’s advantage, and the consumers of tomorrow are coming to expect a personalized experience as standard. Don’t get left behind.
Generational Shifts in Marketing Strategies: Gen Z is here. Gen Alpha is coming into the Advocacy picture, faster than you think. The impact of these generational shifts on spending and marketing strategy require brand builders to be savvy. Focus on ethical marketing practices and targeting the right segments within these mass audiences to win.

This episode is presented by Ometria, a customer experience data platform that helps deliver scroll-stopping marketing across multiple channels.

Find out more about these good folk here: https://ometria.com/

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Connect with Anna, Jess, Amanda & Djalal:

Anna’s LinkedIn
Jess’ LinkedIn
Amanda’s LinkedIn
Djalal’s LinkedIn

As 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 Fashion & Beauty brands.

Making the best before potential bans begin is at the forefront of every marketer's mind, too.

So, here’s how to do it.

Join Paul & Verity LIVE from the Social Commerce Summit: New York 2024, as they talk to Bri Kennedy (Director of Integrated Marketing @ Maesa) and Broghan Smith (Fashion Key Accounts Lead @ TikTok Shop) on the topic.

You’ll learn all about…

Launching Influencer-Founded Brands: Starting out as an influencer-founded brand on TikTok Shop requires strategic considerations. There’s order management, warehousing, and stock inventory to consider – especially for brands who don’t yet sell D2C. This is how you do it right.
Mastering In-App Affiliate Marketing: Affiliates play a significant role in driving sales and engagement on TikTok Shop, with creators driving higher conversion rates than brand channels. Driving interest for in-app discounts, bundles, offers, and events through your affiliates on the platform is key to coming across authentically; while reserving your brand channels for entertainment and education.
The Potential of Live Shopping: Live shopping is an exciting and evolving aspect of TikTok Shop – one that continues to offer unique opportunities for product communication and sales in the UK and US. We need only look to Douyin’s example for where this has the potential to go.

Fashion & Beauty brand builders, here’s your TikTok Shop blueprint.

Tune into Broghan’s previous episode on ‘How To Win On TikTok Shop’, recorded at the Social Commerce Summit: London earlier this year.

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Connect with Bri & Broghan:

Bri’s LinkedIn
Broghan’s LinkedIn

Every 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 Sheahan (Head of Social Content @ ELEMIS), and Bri Kennedy (Director of Integrated Marketing @ Maesa).

Together, they dive into the insider strategies and obstacles of maintaining an engaged community; and how to compliment this work with creator & Advocate partnerships that increase reach, revenue, and the depth of meaningful relationships.

Tune in to learn the tactics behind…

Navigating Brand Community & Advocacy Aesthetics: Influencer-founded brands can significantly enhance brand community building; however, it's not essential for every brand to have an influencer founder. Growth can be catapulted, with or without a popular face behind a brand. The real challenge lies in balancing luxury brand aesthetics with embracing Brand Advocacy, particularly when catering to wider markets and demographics than beauty’s heritage brands typically have.
Always-On Influencer & Organic Strategies: Organic and paid efforts should work hand-in-hand to build a credible, trustworthy, and – the word of the last years – authentic brand presence. With metrics like EMV (Earned Media Value) helping to measure overall success and win over reluctant CFOs, the earned freedom here allows the necessary resource to experiment with a wider variety of influencers and content styles; uncovering surprising and successful partnerships.
Test & Learning with Emerging Trends: Continuing this experimentation is crucial to uncover points of community connection. The social platforms have almost unlimited Social Commerce potential, but TikTok is emerging the most powerful; particularly with TikTok Shop’s keen impact on brand sales. Dig into more of the platform’s emerging trends across the US and UK, including lower funnel campaign placements and leveraging Live content to reach more consumers.

Listen. Learn. Nourish your brand's superfans to supercharge your Social Commerce.

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Connect with Haley, Hannah & Bri:

Haley’s LinkedIn
Hannah’s LinkedIn
Bri’s LinkedIn

Dive 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, too.)

Whether you’re looking to refine your digital marketing strategy or to understand the landscape of social media better today, you’ll be armed with the necessary insights to navigate these changes effectively.

Listen up to learn Lia’s advice for…

Quickly Adapting to New Algorithms & Features: Explore recent changes in the social media algorithms (restrategizing for Instagram, anyone?) and the introduction of new platform features. Lia shares tactics for adapting content strategies to align, ensuring your brand remains relevant, engaging, and visible in crowded feeds.
Turning Regulatory Challenges into Opportunities: Stare down the unknown and plan for it, optimize for it, and embrace it – a practice needed often in this industry. Hear the expert’s take on what lies ahead for the apps, and how your brand can uncover new opportunities in the face of perceived chaos.
Why Creator Agreements are Crucial: In times of uncertainty, creators are a brand’s holy grail. Product-first content from brand accounts can easily cross the line of trust, into the antithesis of authenticity. Who better to shout about your products than creators who love them, with trusting audiences and values well-aligned to your brand’s. Learn how to collaborate to see true conversion.

Whether you're a seasoned marketer or starting out, this discussion is for you.

Start curious. Leave equipt with the knowledge to future-proof your strategies and maintain a competitive advantage in a Social Commerce landscape that changes at lightning speed.

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Connect with Lia & learn more:

Lia’s LinkedIn
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76% 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 nearly a decade shaping brand communities and advising global names on their Advocacy strategies.

Tune in for Lisa’s tactical insights into…

LuluLemon's Community Legacy: Learn how Lululemon cultivated a thriving brand community, factored around three core strategies that propelled its growth. From living and breathing their brand values, to embracing a culture of feedback; every brand could learn from them.
Navigating Social Commerce & Advocacy Trends in 2024: With staggering stats like 32 BILLION Google searches had ‘Reddit’ added to their terms in 2023, it's clear consumers are seeking advice from real people. Explore emerging trends and best practices, to learn how the brands of the moment are leveraging community – Abercrombie & Fitch, Charlotte Tilbury, GANNI, Wild, Damson Madder, and more included. From amplifying community engagement to harnessing the power of micro influencers, Lisa shares the exact tactics that will help your brand move the needle.
Challenges & Success Stories: Learn the two most common obstacles brands face in driving Advocacy, and discover how they can effectively overcome these to achieve their goals. From Mint Velvet's innovative use of user-generated content to REFY's commitment to community-driven product development, prepare to be inspired by the brands making waves.

Expect anecdotes, practical advice, and plenty of actionable strategies.

This episode promises to be a game-changer for brands looking to cultivate authentic community, and drive sustainable growth in today's competitive market.

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Connect with Lisa:

Lisa’s Linkedin

Tune into previous episodes:

How Abercrombie & Fitch and LK Bennett Strategize, Engage & Monetize their Brand Communities
REFY, ELEMIS & The Beauty Power Players: A Tactical Guide to Beauty Marketing in 2024

Apply for your space at the Social Commerce Summit: New York on May 8th!

Use the code PODCAST100 to apply for free here:

https://www.duel.tech/socialcommercenewyork2024

Growth. 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 emphasizes the importance of understanding your business – inside and out – to find your own.
Matt’s ‘Growth Model’: Explore Matt’s Growth Model, which focuses on finding and unblocking bottlenecks to surprise and delight customers, turning them into Advocates.
Agile Marketing: Explore Matt’s approach to in-the-moment marketing plans, and gain valuable strategies for fast iteration and continuous improvement.
Collaborative Leadership: Discover the importance of this in driving organizational success, and learn how to empower your team to achieve remarkable results.

Listen to gain insights into top-tier growth, marketing, and Advocacy strategies. Use them to help your brand grow.

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Connect with Matt:

Matt’s LinkedIn
SYSTM’s Website

What does it take to energize a thriving community of superfans, in today’s Social Commerce era?

Community-building gurus Katie Adams (Senior Marketing Director EMEA @ Abercrombie & Fitch), Sian Pilkington (Senior Marketing Manager @ Mint Velvet), Grace Andrews (Marketing Director for Steven Bartlett & The Diary Of A CEO), Angelic Vendette (Founder @ Ave Advisory, ex-Alo Yoga, ex-Sephora), and Daisy Morris (Founder @ The Selfhood) know.

In this ‘Advocacy 101’ episode, you’re invited to dive back into Building Brand Advocacy’s best advice on the world of community. A compilation of insightful conversations and tactical advice from past episodes, the experts share exact strategies that have worked for nourishing their world-renowned brand communities.

Follow the timestamps to hear from…

1:32

– Katie @ Abercrombie & Fitch

On how full-funnel marketing remains pivotal for fostering community, why evolving alongside your brand fans is key, and her direct engagement strategies for building meaningful connections.

3:46

– Daisy Morris @ The Selfhood

On the nuanced distinction between an audience and a community, building for the Advocates who love you, and why it all comes down to speaking to your community to foster loyalty.

11:32

– Angelic @ Ave Advisory (ex-Alo Yoga, ex-Sephora)

On harnessing the power of word-of-mouth, spotting strategic community investment opportunities, and how to attribute success back to your community building efforts; despite its notorious difficulty.

15:01

– Sian @ Mint Velvet

On combating dark social by leveraging community engagement, how to authentically participate in relevant conversations outside of your brand, and why cultivating a sense of belonging is the ultimate lever for connection.

16:03

– Grace @ The Diary Of A CEO

On adding immediate values to the community you’re cultivating, resisting the urge to chase every trend, and tried-and-tested strategies for Advocate retention.

Tune in. Take your community strategy to the next level.

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Connect with the experts:

Katie’s LinkedIn
Sian’s LinkedIn
Grace’s LinkedIn
Angelic’s LinkedIn
Daisy’s LinkedIn

Every 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 mic for this episode of Building Brand Advocacy. In conversation with Paul, Mark shares strategic insights into the brand’s fast evolution and exactly what makes SURI special.

(Spoiler alert: it’s the basics, and they’ve got them nailed.)

Tune in to hear more on…

Sustainable Innovation: Discover how SURI pioneers eco-friendly oral care, in the shadow of the industry’s long-standing (and planet-unfriendly) players. Through innovative use of plant-based production, including plans for a new product that uses materials yet to come to market, Mark shares the brand’s formula for prioritizing environmental responsibility without compromising on product excellence.
Underdog Wins: Explore the challenges and triumphs of ascending in this market, as Mark unveils SURI’s strategic maneuvers to carve out its niche, ignite Brand Advocacy (even before the first product was in a customer’s hands), and forge authentic connections with their customers.
The Power of Advocacy: Uncover the integral role of customer feedback and word-of-mouth in SURI’s growth trajectory, as Paul & Mark dive into the importance of listening to customer stories, fostering genuine relationships with store staff and consumers alike, and showcasing the transformative power of Brand Advocates in building a loyal customer base and driving sustainable growth.

To gain exclusive insights into SURI’s story, and apply their growth lesson to your own brand, listen on.

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Connect with Mark:

Mark’s LinkedIn
SURI’s Website
SURI’s Instagram

Influencer 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 engine, driving customer acquisition across new markets and platforms; all while effectively telling the brand's story.

This tactical deep-dive explores:

Wild’s Step-by-Step Guide to Influencer Campaigns: Get a behind-the-scenes look at how Wild plans, executes and tracks the results of influencer campaigns in 2024. This includes overarching targets, team sizes, budget allocation, and tracking methodologies.
The Art of Leveraging Influencers: Delve into the intricacies of content creation, briefing documents, and video content preferences to craft captivating content that resonates. Across diverse channels, the role of different creator sizes in achieving varied content goals is laid out plainly.
The 3 Things Every Influencer Marketer Should Hear: Tap into Fiona’s invaluable advice for other influencer marketers; including the importance of collaboration, diversifying channels, and embracing failure as part of the learning process.

Tune in to unpack the secrets of Wild's success, offering invaluable insight for brand builders navigating Brand Advocacy and creator partnerships in 2024.

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Connect with Fiona:

Fiona’s LinkedIn
Wild’s Website
Wild’s Instagram

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Some 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 community of customers, the rise of dopamine dressing, and an unwavering commitment to solid brand values.

In conversation with Paul, Lucy gives exclusive insight into the brand’s community of 843k+ members across Instagram and Facebook – 76k+ of these coming from private Facebook communities, built by and for dedicated brand fans.

In the month since recording, this community has only grown. Today, the brand has over 855k followers on these platforms alone.

Lucy & Yak’s community is powerfully fan-created. Brand Advocacy at its finest!

This conversation dives into…

Authentic Community Building: Lucy & Yak's remarkable story is testament to the power of holistic community building. From humble beginnings on Depop to explosive growth, their community-first approach has fostered genuine Advocacy and unwavering loyalty among their customers.

Embracing Brand Values: At the heart of Lucy & Yak's ethos lies a commitment to sustainability, inclusivity, and authenticity. Explore how Lucy's personal values shape the brand's identity, and how she strategically prioritizes the causes they get behind.

Innovative Marketing Strategies: Delve into Lucy & Yak's innovative marketing strategies, from incentivizing user-generated content to treating their customers as influencers since day one. Discover how a focus on word-of-mouth marketing and strategic gifting has amplified Brand Advocacy and fueled next-level growth.

Navigating Growth Challenges: Though the journey has been steady, it hasn’t been without moments of doubt. Lucy shares insights into the challenges and triumphs of scaling a brand – from overcoming imposter syndrome and balancing creative flow with the day-to-day of brand building, to embracing uncertainty and responsibility as the team expands. Gain valuable lessons on navigating the complexities of growth while staying true to core brand values.

Tune in to learn from one of the UK’s trailblazing fashion founders.

Elevate the brand you build.

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Connect with Lucy:

Lucy’s LinkedIn
Lucy & Yak’s Website
Lucy & Yak’s Instagram
Lucy & Yak’s Facebook

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It’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 Abercrombie & Fitch's transformation story – of how they redefined brand narrative by embracing authentic storytelling, entrusting creators with control to resonate with their audiences on a deeper level – to LK Bennett’s tried-and-tested tactics for success, every fashion brand builder will learn something here.

Consider this episode the playbook for:

Relinquishing Brand Control: To any brand, handing over the reins of your carefully curated aesthetic can be worrying. It’s a move often blocked by those in control of the company, also. You’ll hear how the big leagues do it, and do it successfully – seeing the payoff in community love and Advocacy.
Cultivating Superfans: Explore the delicate balance of community cultivation and the art of harnessing superfans for your brand. Learn how these iconic brands strategically nurture relationships with dedicated Advocates, fostering genuine connections that transcend transactional engagements.
Monetizing Community Engagement: Uncover the strategic transition from community building to monetization, where brands leverage their cultivated communities to drive meaningful engagement and foster brand loyalty. Gain insights into effective strategies for monetizing brand communities, while maintaining authenticity and trust.
Navigating In-House Creators: Explore the challenges and opportunities associated with in-house creator programs, where brands strike a delicate balance between creative control and empowering creators to own their storytelling.

To learn the ins and outs of cultivating Brand Advocacy, reimagining traditional brand narratives, and acing Social Commerce for your community, tune in.

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Connect with Claudia & Katie:

Claudia’s LinkedIn
Katie’s LinkedIn

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TikTok, 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 @ Mallows Beauty and TikTok Shop legend) and Broghan Smith (Fashion Lead @ TikTok Shop) on the topic.

First, explore how TikTok is revolutionizing the shopping experience with an exclusive deep-dive from Broghan. Hear how to harness the power of TikTok Creators and where the big opportunities lie for 2024,, before discovering case studies from Victoria Beckham, Pretty Little Thing & Mallows Beauty. It’s time to uncover the facts, tactics, and insider strategies shaping the fashion & beauty landscape within TikTok Shop.

This episode explores:

The power of #TikTokMadeMeBuyIt: Why is this hashtag a phenomenon, with over 78 billion uses, and how is it reigniting the joy of shopping? TikTok is becoming the new storefront for customers, with content creators playing a pivotal role in driving true customer Advocacy. With ‘family & friends’ still the No. 1 trusted source of purchasing recommendations, the authentic content driving TikTok Shop powerfully bridges the gap between brands and consumers.
From your ‘for you page’ to basket: This is the next frontier of shopping. It’s revolutionizing the shopping experience – from Live Shopping, to in-feed videos and product showcases. There’s something for every user here.
Mallows Beauty’s TikTok journey: The platform is already changing the game for brands like Mallows Beauty. Delve into the Mallows TikTok Shop story, and learn how the brand saw a 500% increase in revenue from a bold Live Shopping strategy; seeing the Mallows team go live for 8 to 10 hours a day and utilize 10k+ affiliates.

Fashion & beauty brand builders looking to win on TikTok Shop, you’ll want to join us.

The future of Social Commerce starts here.

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Connect with Broghan & Laura:

Broghan’s LinkedIn
Laura’s LinkedIn

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The 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 the rise of nano influencers and the concept of ROBO (Research Online, Buy Offline), to the resurgence of OG word-of-mouth marketing and the pivotal role of in-store experiences to bridge the digital divide.
REFY's remarkable journey over the last 18 months, dissecting the factors that propelled the brand’s success and sharing the secrets behind what makes REFY one of the hottest beauty brands right now.
Nailing the briefing process when working with creators, and the success formula ELEMIS has cracked when it comes to the creative execution of conversion briefs.
The art of working with creators across the entire marketing funnel – from awareness, to conversion, to creating conversations. REFY shares success in partnering with nano and micro-influencers to deliver authentic product education, while ELEMIS leverages affiliate marketing to fuel a content-making machine. They do both while driving Advocacy, and fostering stronger connections with customers.

Tune in to gain practical strategies and considerations that are necessary for navigating the changing retail, marketing and influencer landscape in the beauty industry.

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Connect with Camilla, Charlotte & Hannah:

Camilla’s LinkedIn
Charlotte’s LinkedIn
Hannah’s LinkedIn

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Seismic 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 the crucial trends brands must leverage to navigate the touchpoints of technology, consumer culture, and Social Commerce successfully. From the growing importance of user-generated content (UGC) to the power of authenticity in creator-led brand marketing, there’s plenty of actionable insights for brands looking to thrive in the digital marketplace.

Explore what lies ahead for the key platforms, including TikTok, Snapchat, Meta (Facebook, Instagram, WhatsApp), and YouTube, as they race to innovate and capture the attention of billions of social users worldwide. From augmented reality (AR) integration to exclusive predictions on the future of the social media and commerce crossroads, you’ll hear the roadmap for success over the next 3-5 years.

Don't miss this insightful conversation; one that equips brand builders with the knowledge and strategies needed to thrive in the dynamic world of social commerce.

Rate & review Building Brand Advocacy:

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Connect with Matt:

On LinkedIn
Subscribe to his Geekout Newsletter
Read his Speaker Notes

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Brand building legend, marketing innovator & community expert, Angelic Vendette, is here. She’s demystifying the secrets of brand marketing, one tried-and-tested tactic at a time.

Recognized by Forbes, Business Insider, Vogue, and Glossy as one of the most influential figures in the industry, Angelic is ex-Global Head of Marketing @ Alo Yoga, ex-Global Head of Social & Influencer @ Stitch Fix, and the Founder and CMO of Ave Advisory.

Tune in for an insightful discussion that promises to reshape your perspective on brand engagement and community cultivation.

In this episode, Angelic shares her expertise on fostering thriving communities, even amidst lockdowns; revealing the secrets behind her success in nurturing a community of over 20,000 devoted members. From innovative approaches to engagement to the pivotal role of AI in shaping brand marketing strategies, Angelic offers invaluable insights that transcend conventional wisdom.

Discover how and when to invest in brand marketing, learn how co-creation with community can elevate your brand to the forefront of consumer preference, and explore frameworks for effectively attributing community efforts. Angelic also uncovers the untapped opportunities within communities, guiding brands to identify and empower their most passionate Advocates.

Peering into the future, she paints a vivid picture of what 2024 holds for community-first brand growth – highlighting the importance of optimizing the customer journey and focusing on priorities to stay ahead in a rapidly evolving landscape. From navigating the complexities of the sales cycle to embracing industry best practices, consider this episode a comprehensive roadmap for brands striving to thrive in the digital age.

Tune in as we explore the intersection of innovation, technology, and human connection; uncovering the strategies that leading brands are leveraging to dominate their markets.

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Connect with Angelic:

On LinkedIn

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Social 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 economy, where creators of sizes smaller than you’d expect have become pivotal in shaping purchasing decisions. These creators act as a proxy for your customers' trust, feeling more like dependable friends than traditional ‘influencers’.

For this episode of Building Brand Advocacy, Paul and Verity delve into the strategies they predict will be the most powerful drivers of Social Commerce in 2024.

To help activate your brand community in the year ahead, you’ll hear how to build meaningful and fully individualized relationships, tips for utilizing AI to enhance and automate moments of connection, and why your data should quickly be moving from purchasing-led to personally-led.

To making the omnichannel shopping experience more dynamic, all while wrestling with the rise in consumer debt, there are three channels a brand can’t ignore. Viewing creators as their customers’ new shopping guides, enabling strong word-of-mouth marketing, and starting to utilize employee Advocacy.

The brands that stand out, and will survive the Social Commerce boom, are the ones who put the work in. Move beyond community building, and pour value into the people behind your profits to win.

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Connect with Paul & Verity:

Paul’s LinkedIn
Verity’s LinkedIn
Verity’s Instagram

To hear more on the Social Commerce Summit: London, our first experience taking the podcast you know and love live, head to 22:30.

If you are a fashion or beauty marketer for the biggest brands in the UK, apply for your place at the Summit. Use the code PODCAST100 to get your ticket for free…

http://tinyurl.com/social-com-summit-application

When: January 31st, 10am to 5pm

Where: The Soho Hotel

Learn more: http://tinyurl.com/social-commerce-summit-london

Look forward to seeing you there!

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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 shaping the new year.

In 2024, the magic of Advocacy lies in new ways of nurturing brand loyalty.

Learn about long-form video’s rising star and the narrative shift every brand should make; steering from product-centric to story-centric marketing. Storytelling is not a fad, nor a trend. It’s the linchpin every successful brand strategy will rest on for years to come.

From combatting dark social with the power of community to harnessing the power of AI, the panelists guide you through the often uncharted territories that fuel growth.

You’ll learn why 10% of your content should be experimental, the unspoken impact of going viral outside of your niche, and how the next step for influencer marketing is bringing creators in-house. If your brand is not thinking like a creator itself, you’re a step behind.

Tune in as Verity and our special guests demystify the trends, tactics, and topics that will define social media and Brand Advocacy marketing in 2024.

(Exclusive plans for Diary Of A CEO and Mint Velvet for you to learn from, included.)

Rate & review Building Brand Advocacy:

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Connect with Grace, Sian & Verity:

Grace’s Instagram
Grace’s LinkedIn
Sian’s LinkedIn
Verity’s LinkedIn

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When 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 sensation (thanks, in part, to an NBA-wide ban of their performance-enhancing shoes). The secrets to dominating a niche are shared, alongside hands-on advice for mastering authenticity, showing an unwavering commitment to innovation, and engaging your super fans.

As NJ divulges the tactics that endeared the brand to their audience, advice for strategic collaborations, nurturing a culture of excellence inside the businesses, and facing challenges in an ever-evolving market are all game here.

The impact of genuine care, curiosity, and generosity in building not just a brand, but a loyal and devoted community, is clear.

From Middle Eastern princesses at Malibu pool parties (yes, really!) to ‘kick aficionados’ with dozens of pairs, anyone can become your brand’s Advocate.

Rate & review Building Brand Advocacy:

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Connect with NJ:

NJ’s Linkedin
APL’s Website
APL’s Instagram

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What’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 know. Your products are already on there; they’re simply being resold by a guy named Gary, from his basement, and you have no control over his distribution tactics or the narrative he crafts.

There’s an opportunity to shake up the beauty industry’s entrenched approach, here. To regain control of your brand’s narrative, and make access to beauty intersectional.

In this detailed conversion, you’ll gain strategic insights, differentiation tactics, and essential steps to thrive in the Amazon landscape. Also learn the one thing every beauty brand should be doing on Amazon, that most don’t.

Rate & review Building Brand Advocacy:

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Connect with Renee:

Renee’s LinkedIn
Invinci’s LinkedIn
Invinci’s Website

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Step into the captivating world of Stuart Trevor, the maverick behind AllSaints, as he details his journey from humble beginnings to global fashion influence.

From dressing acts at the Super Bowl and outfitting every major British rock band, to creating the studded belts and leather jackets every millennial had to have. Stuart is a titan of the industry, for good reason. He became Head of Design for Reiss at only 18, going on to found 3 successful brands of his own – first AllSaints, then Bolongaro Trevor, and the eponymous Stuart Trevor.

Raised on a shoestring budget, Stuart's artistic flair blossomed against all odds. From hand-me-downs given a rebellious twist to late-night art clubs, his obsession with design propelled him forward.

Join us as we delve into the genesis of AllSaints, born from Stuart's vision and sheer determination. Discover how he transformed modest ideas into fashion powerhouses, each one revolutionizing the industry.

But it wasn't just leather jackets and trends. Stuart's secret? He cracked the elusive menswear code. By dressing rock bands before influencer culture took center stage, his designs sparked conversations; be it on stage, at fashion weeks, or a casual chat at the pub. Each piece resonated, igniting a sartorial revolution.

Stuart's journey is about more than his trailblazing clothes. It's about forging relationships, breaking boundaries, and creating brand identities that speak volumes. It's a testament to the power of authenticity, community, and the art of sparking a conversation.

Join us as we unravel the story of a brand (and man) that defied conventions, creating a legacy that’s lasting impact is felt across the fashion world today.

Rate & review Building Brand Advocacy:

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Connect with Stuart:

Stuart’s LinkedIn
Stuart’s Instagram
Stuart Trevor on Instagram
Stuart Trevor’s Website

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Legacy 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 Building Brand Advocacy, Paul sits down with aspiration Guru & Chief Brand Officer at ESPRIT, Ana Andjelic. Author of ‘The Business of Aspiration’ and creator of ‘The Sociology of Business’ newsletter, Ana shares authentic advice from her vast experience building brands with a culture-first approach. As the ex-CBO of Rebecca Minkoff, ex-CMO of Mansur Gavriel, and ex-CBO of Banana Republic – where she led the label’s iconic rebrand in 2021 – no-one is better placed to help reinvent your fashion marketing strategies.

With advice for finding creators as you would friends and tactically translating your brand’s values in every campaign, Ana reminds fashion Brand Builders of something many forgot. If you’re in fashion, you’re in the business of fun.

Discover Ana’s vision for bringing brand & performance marketing together (like she successfully did at Banana Republic and ESPRIT), the brands she sees injecting a healthy dose of playfulness (Corteiz, Jacquemus, or Casablanca anyone?), and how B Corp’s philosophy of betterment can be built into any brand’s strategy.

Tune in to hear why shortcuts to customer acquisition never work, and why playing the long-game always will.

Rate & review Building Brand Advocacy:

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Connect with Ana:

Ana’s LinkedIn
Ana’s Instagram, Threads, and X
Subscribe to The Sociology of Business
Read The Business of Aspiration

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For 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.

First, TikTok's exclusive tips crafted for fashion brands are shared; providing innovative strategies to captivate your audience in the ever-changing fashion landscape. Then, Instagram's latest update is dissected – one that could propel User-Generated Content (UGC) to new heights. You’ll learn how to leverage this tool to foster meaningful connections, and engage your community in innovative ways.

Plus, Verity shares her advice on reaching new audiences by embracing community-driven approaches and fostering authenticity. Learn the secrets to building lasting relationships that transcend traditional marketing boundaries. Drawing inspiration from the Brand Advocacy powerhouse, Sephora, Verity discusses how the beauty brand mastered the art of engaging their audience and turning customers into passionate Advocates.

Community trends are discovered, by tapping into consumer behavior and gamification. Uncover how these trends are reshaping the digital landscape and providing exciting opportunities for brands to connect with their audience on a deeper level.

Tune in. Absorb the insights. Gear up to navigate the trends that will define 2024.

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Connect with Verity, check out our Weekly Debriefs & apply to join the Brand Builders Collective here:

Verity’s LinkedIn
Apply for your place in the Brand Builders Collective
Read Duel’s Latest Debrief
Subscribe to Duel’s Weekly Debrief

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In 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 ‘Brand Goals Breakdown’, where Paul hands the reins over to Verity Hurd, Duel’s Brand and Community Lead. Verity dives into the four pillars that have propelled e.l.f. to the pinnacle of the beauty loyalty game – with nearly 4 million members, and counting.

Discover how the program has become the gold standard for community-driven loyalty, and gain invaluable insights into the art of forging meaningful connections with your customers. Learn exactly how e.l.f. clinched the coveted title of the fourth-largest mass beauty company in the US, all while setting a benchmark for community-loyalty strategies the entire industry can learn from and emulate.

Rate & review Building Brand Advocacy:

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Connect with Verity & Duel here:

Verity’s LinkedIn
Duel’s LinkedIn
Duel’s Instagram
Duel’s TikTok

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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

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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

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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

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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

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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

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

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

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

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

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

What 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 industry, as well as tapping into the consumers subconscious, then you’re on the right track.Join us in this episode of Building Brand Advocacy, where Paul speaks with Richard Chapple, Chief Growth Officer and Co-Founder of The Growth Foundation, an organisation working with high-potential businesses to show them the right way to grow across all their foundations with spectacular results. Prior to this, he was the Chief Marketing Officer at GymShark (which needs no introduction), and he is currently the Non-Executive Director at Health & Her, a Board Advisor at vast:visibility, and a Patron at the Academy of Music & Performance.Richard is a guru of growth - what he doesn’t know about D2C doesn’t exist.Together, they discuss what has and hasn’t changed in the world of D2C, how brands can skill themselves up in a constantly evolving world, and why you should always amplify the benefits of your product in order to quell the consumer’s fears. Richard also offers some valuable insights into the challenges of managing content across the vast variety of marketing channels.Rate & Review Building Brand Advocacy:* Apple Podcasts: https://apple.co/3HYuoYl * Spotify: https://spoti.fi/3DjUd1Y

And connect with Richard here:* LinkedIn: https://www.linkedin.com/in/richardchapple * Website: https://www.thegrowth.foundation

Building Brand Advocacy is handcrafted by our friends over at: www.fame.so

In 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 the books!In this episode of Building Brand Advocacy, Paul is joined by Tony Drockton, Founder and Chief Cheerleader of Hammitt, a luxury handbag brand based in Los Angeles, where his main responsibility is driving the brand upward and the company forward. Strangely, Tony started his career in construction, Founding companies such as Associated Roofers from 1992 - 1998, and then Branded Mortgage from 2006 - 2008!With such a diverse and unique background, we can’t wait for you to hear this conversation!
Rate & Review Building Brand Advocacy:* Apple Podcasts: https://apple.co/3HYuoYl * Spotify: https://spoti.fi/3DjUd1Y

And connect with Tony here:* LinkedIn: https://www.linkedin.com/in/tonydrockton * Website: https://www.hammitt.com

Building Brand Advocacy is handcrafted by our friends over at: www.fame.so

Most 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, the Marketing Director of Rally Entertainment (formerly known as Lululemon), an entertainment company focused on reinventing recreation by bringing people together through pickleball, exceptional food and drink, and a competitive socialising experience. She’s also worked as the Global Brand Manager of The Sims, one of the best-selling video games by EA of all time!She describes herself as a self-proclaimed seasoned generalist who loves building boundary-busting and culture-driving brands, telling inspiring stories, and cultivating thriving communities, and has demonstrated history in brand optimisation and marketing strategy in the retail and gaming industries.
Rate & Review Building Brand Advocacy:* Apple Podcasts: https://apple.co/3HYuoYl * Spotify: https://spoti.fi/3DjUd1Y

And connect with Madeline here:* LinkedIn: https://www.linkedin.com/in/madeline-sims-83385823 * Website: https://www.rallypickleball.com

Building Brand Advocacy is handcrafted by our friends over at: www.fame.so

In 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 doing so. But how does one do that? Social commerce puts businesses in the spotlight by harnessing the power of popular social media platforms that soared during the Covid era. It's all about boosting revenue through the art of advocacy and the sway of influence. By leveraging customer testimonials and the power of social influencers, social commerce has become a powerful tool for businesses to foster brand loyalty and advocacy.

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

And connect with Paul here:* LinkedIn: linkedin.com/in/paulkarcher

Building Brand Advocacy is handcrafted by our friends over at: www.fame.so

So, 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 Brand Advocacy, Paul is joined by Karen Riley-Grant, former Chief Marketing Officer at Levi Strauss & Co., the world famous American clothing company known worldwide for its Levi's brand of denim jeans. Prior to this she was the Senior Director of Global Marketing for Chuck Taylor at Converse, as well as the Marketing Manager for IGN Entertainment.If anyone knows the meaning of brand advocacy, it undoubtedly has to be Karen.

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

And connect with Karen here:* LinkedIn: https://www.linkedin.com/in/karen-riley-grant-40267611

Building Brand Advocacy is handcrafted by our friends over at: www.fame.so

Paul 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 privy to who you are now, especially in the social media climate - they can see through any charade you play. No one believes this more than Paul Naude, who believes if you want to succeed as a brand then you need to be your most authentic self, riding your own wave in the hierarchies of Marketing. We could all take a leaf out of this man’s book…To hear more on what he has to say, make sure you tune into this episode!Rate & Review Building Brand Advocacy:* Apple Podcasts: https://apple.co/3HYuoYl * Spotify: https://spoti.fi/3DjUd1Y

And connect with Paul here:* Website: https://www.vissla.com

Building Brand Advocacy is handcrafted by our friends over at: www.fame.so

We 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 their success.In this episode of Building Brand Advocacy, Paul is joined by retail legend Marni Shapiro, Founding Partner of The Retail Tracker, an organisation that provides insight from expertise gathered from both virtual and physical attendance in stores, existing consumer knowledge, and time spent with executives! She is also the Chief Marketing Officer of HARVST Foods and was previously the Director of Equity Research at Merrill Lynch. Having worked with The Retail Tracker since 2006, she is more than qualified to talk about brand advocacy and provide us with all sorts of wisdom in the world of retail.
Rate & Review Building Brand Advocacy:* Apple Podcasts: https://apple.co/3HYuoYl * Spotify: https://spoti.fi/3DjUd1Y

And connect with Marni here:* LinkedIn: https://www.linkedin.com/in/marnishapiro * Website: https://theretailtracker.com

Building Brand Advocacy is handcrafted by our friends over at: www.fame.so

As 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 that a lot of big brands really don’t like doing.In this very special episode of Building Brand Advocacy, Paul Archer and Jac Crocker of Duel answer YOUR questions! Duel is a Brand Advocacy platform that drives organic growth and retention for high passion brands, scaling the management of a brand’s relationship with thousands of their advocates. Paul is the Founder and CEO of Duel, the Co-Author of his best selling book ‘It’s on the Meter’, and is also the host of - you guessed it - Building Brand Advocacy. Jac is also an integral part of Duel as the Chief of Staff and General Manager across North America. She previously worked at Lululemon for eight years where she was also the General Manager!To listen them answer questions asked by our lovely audience, tune in to this episode of Building Brand Advocacy!

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

And connect with Paul and Jac here:* Paul’s LinkedIn: https://www.linkedin.com/in/paulkarcher * Jac’s LinkedIn: https://www.linkedin.com/in/jaclyncrocker * Duel: https://www.linkedin.com/company/dueltech

Building Brand Advocacy is handcrafted by our friends over at: www.fame.so

It’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 Commerce - a next generation solution for ambitious brands looking to sell directly to Chinese Gen Z consumers - and TONG - a cross-cultural agency trying to close the gap between people and brands! He is also an Advisory Panel Member for the Fashion and Design Advisory Panel at Regent’s University London, and is also an Adjunct Lecturer at Leiden University!He is an extremely impressive man and we can’t wait for you to hear what he has to say. Tune in to this episode of Building Brand Advocacy to find out more!
Rate & Review Building Brand Advocacy:* Apple Podcasts: https://apple.co/3HYuoYl * Spotify: https://spoti.fi/3DjUd1Y

And connect with Adam here:* LinkedIn: https://www.linkedin.com/in/adamdknight * TONG: https://www.tong.global * Kuai Commerce: https://www.kuaicommerce.com

Building Brand Advocacy is handcrafted by our friends over at: www.fame.so

Throughout 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 joined by Massimo Alpian, Director of Global Brand Communications at Tracksmith: an independent running brand built on a deep love of the sport, crafting products and sharing stories and moments that enrich the running experience. He is also an Advisory Board Member for Protect Our Winters, and was previously the Global Brand Director for Cannondale.If you’re interested in how brand collaboration works and the importance of diversity within your branding, tune in to this episode of Building Brand Advocacy.
Rate & Review Building Brand Advocacy:* Apple Podcasts: https://apple.co/3HYuoYl * Spotify: https://spoti.fi/3DjUd1Y

And connect with Massimo here:* LinkedIn: https://www.linkedin.com/in/massimoalpian * Website: https://www.tracksmith.com/gb

Building Brand Advocacy is handcrafted by our friends over at: www.fame.so

Paul 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 boutiquelifecycle 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 Lifecycle Marketing Consultant for Hims & Hers.

LinkedIn: https://www.linkedin.com/in/georgiecartermarketingconsultant
Website: https://www.peppedup.co.uk

Building Brand Advocacy is handcrafted by our friends over at: www.fame.so

In 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. Richard is a well-known brand builder with a flair for making brand growth decisions that increase the uniqueness and originality of brands.

Building Brand Advocacy is handcrafted by our friends over at: www.fame.so

In 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 for growing brands globally and thriving in rapidly scaling businesses. She was previously the Brand & Marketing Director of FACEGYM, and before that, the Brand & Communications Director of VASHI. She has first-class honours in history, from the University of Virginia. Dave Morrissey is a social media expert on creative concepts and campaigns, team management, and the Vertical Manager - eComm & Retail at TikTok. Before then, he was the Director Of Partnerships, EMEA at VidMob. He obtained his Bachelor's and Master's degrees in Marketing from the University of Limerick, and Paul Archer is the CEO and one of the founders at Duel. He has worked with some of the biggest brands around the world and helped them grow their businesses. He is also the host of "Building Brand Advocacy". He graduated from Aston University, where he studied business and psychology.

Ivonne Kinzer 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 percent 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) and the Association of National Advertisers (ANA). She prides herself on reimagining and reinventing the way things are done. According to her, “there’s always a better way”.

Hosted on Acast. See acast.com/privacy for more information.

In 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.

In 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 well as global awards for sustainability and leadership. She has published two books and is currently pitching her third book, a memoir titled Trust the Path, for literary representation.

In this mini episode of Building Brand Advocacy, host Paul Archer (CEO/ Founder of duel) breaks down how businesses can establish the perfect brand market fit by building towards a community of 1000 true fans.

Hosted on Acast. See acast.com/privacy for more information.

In 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 when and how to make step-function advancements to propel a brand to the next level. He believes in building world-class teams that work collaboratively to support well-defined strategies that differentiate a brand in the marketplace and focus on driving customer advocacy, engagement, and, ultimately, lifetime value.

In 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 accessories, and services in Canada. Previously Stephan worked at TD (Toronto-Dominion Bank and its subsidiaries)

At TD, he was at first the Project Manager of Interactive Marketing, then the Advertising Manager, then the Manager of Performance Marketing, and later on, the Manager of Digital IQ and optimization effectiveness.

Instructions on how to rate and review Building Brand Advocacy on Apple Podcasts can be found here.

In 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.

Paul Archer - Founder at Duel

Barry Wolins - CEO at Wolins Consulting

In this three part series on brand advocacy, our team of experts will guide you through what brand advocacy is, how it can add value to your brand's growth, and the return on investment that it can bring.

In this part three of the series, join Alex and Ollie as they dig into the bottom line of what return on investment brand advocacy can bring to your brand and how you can calculate those figures.

Alex Cook - Head of Growth at Duel (Ex-Treatwell)

Ollie Smith - Head of Commercial at Duel (Ex-Contagious)

Jeremy 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.

In this three part series on brand advocacy, our team of experts will guide you through what brand advocacy is, how it can add value to your brand's growth, and the return on investment that it can bring.

In this part two of the series, join Alex and Jaclyn as they bring us through the value of brand advocacy by going over three key areas:

The challenges brands face today
How customer acquisition is changing
How to scale brand advocacy to tackle customer acquisition cost

Alex Cook - Head of Growth at Duel (Ex-Treatwell)

Jaclyn Crocker - General Manager at Duel (Ex-lululemon)

Zarina Stanford is the Chief Marketing Officer for Bazaarvoice who work with over 12,000 brands in building smarter shopping experiences for consumers.

Her background provides unique insight into the minds of consumers and the best marketing practices for brands today.

Paul and Zarina sit down to discuss the trends of brand building today and how brands can bring an engaging shopping experience to the digital sphere.

In this three part series on brand advocacy, our team of experts will guide you through what brand advocacy is, how it can add value to your brand's growth, and the return on investment that it can bring.

In this first episode of the series, Lisa & Jaclyn will be uncovering what brand advocacy is by sharing why its important, how the best brands have grown through the use of it, and how you can engineer brand advocacy within your brand.

Lisa Galt - Brand and Community Lead at Duel (Ex-Lululemon)

Jaclyn Crocker - General Manager at Duel (Ex-Lululemon)

What 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.

If you are a brand builder, you probably have three marketing goals you want to achieve. You want to:

1) Grow your community

2) Reduce your customer acquisition cost

3) Increase your brand awareness

Brand Advocacy enables you to achieve all 3.

In this week's episode, Alex Cook and Jaclyn Crocker get into the weeds of Brand Advocacy. You'll leave knowing why advocacy is crucial to brand growth in the modern world and how to implement Brand Advocacy tactics into your marketing strategy.

Alex Cook - Head of Growth at Duel (Ex-Treatwell)

Jaclyn Crocker - General Manager at Duel (Ex-lululemon)

Kate 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.

This 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.

In this week's episode, Emmanuel sits down with Ollie Smith (Head of Commercial at Duel) to talk about the cost of advocacy.

We discuss:

The problem with relying solely on performance marketing

The shifts in consumer behaviour and how brands need to adapt to these changes

The ROI of Brand Advocacy and investing in your customers

Prince 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.

In this week's episode, Emmanuel (Content Manager at Duel) sits down with Paul to get into the weeds of Ambassador programs.

Learn:

What Brand Ambassadors

How to best source Brand Ambassador

What Brand Ambassador programs

How to build a scalable Ambassador programs

We 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.