Social Commerce is more than a buzzword — it’s reshaping the way brands interact with their communities.  At its heart lies a powerful trio: user-generated content, creator marketing, and trust. From early innovations in Southeast Asia to Livestreaming for TikTok Shop across Europe & The Americas, it’s clear: the brands that thrive today meet their customers where they are and involve them on their terms. In the last of our live recordings from the Social Commerce Summit: Autumn Edition, Paul welcomes Cathriona Nolan (ex-SVP of Marketing, Brand & eCommerce @ Pomelo Fashion) and Yoann Chipotel (Partner @ Emplifi) to explore how Social Commerce drives Brand Advocacy. With Cathriona’s hands-on experience in building omnichannel, influencer-loved brands, and Yoann’s expertise in leveraging community content for global giants like Nike and H&M, this episode is packed with actionable insights for brand builders. Hit play to learn: Leverage UGC as Authentic Brand Currency: Cat shares how Pomelo’s “Pomelo Girls” activations transformed everyday customers into Advocates. By encouraging content creation, their voices were socially amplified – leading to more trust, and more sales. Yoann dives into how even bad reviews build trust when used transparently, too.  Empower Creators Without Losing Control: Here, Cat explores the best ways she knows how to foster authentic partnerships with creators who align with your brand values. Finding the right fit, using her foolproof methods, ensures their Advocacy feels genuine and trustworthy. Build Community-Driven Social Commerce: Discover how Live selling, loyalty rewarding, and community involvement turn customers into Advocates. By replicating in-store experiences through Lives and rewarding engagement, brands foster deeper connections – encouraging customers to authentically champion you. The key takeaway? Social Commerce is more than a channel. It’s a dynamic way to build trust, foster involvement, and turn customers into long-term Advocates. Utilizing creators, turning to community-generated content, and caring is your way in.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Cat & Yoann: On Cat’s LinkedIn On Yoann’s LinkedIn

Brand builders, take a peak into our crystal ball.  There’s you, your entire marketing team, and a whole lot of TikTok Lives. Social Commerce is growing fast, and it’s clear that brands leveraging it early are reaping the rewards.  That’s why industry leader, Ben Gallaga, has decided to break his silence – sharing how he’s built an iconic brand by going all-in on TikTok Shop, so you can too. Live from the Social Commerce Summit: Autumn Edition, Ben (Founder @ Luxe Collective) sat down with Paul for a conversation equal parts business smarts & real talk. Knowing this space better than most, Ben is fast carving a space for pre-love luxury on TikTok – having turned the channel into 34% of the brand’s revenue since launching in July.  By staying adaptable, authentic, and relentless on socials, Luxe Collective has built a loyal following of passionate brand fans & Advocates. Even setbacks – like over-hiring, a break-in & investing in content that didn’t work – have been used to take massive steps forward with community connection.  Now, Ben will share how to: Turn Every Live Session Into a “Must-Watch” Show: Ben reveals why TikTok Live sessions should be treated like episodic TV, with new content and offers on set days of the week. Learn his strategies for making each session feel unique, engaging, and worth tuning into, from exclusive product drops to flash sales and live Q&As. “Host the Party” on Social Media: When creating engaging content, think of your brand as the host who brings the latest news, trends, and industry happenings to the table. For Ben, this “hosting” strategy means discussing relevant topics & breaking news while subtly plugging the product — an easy way to establish authority, grow visibility, and consistently offer value to your community. Master the Art of “Irresistible Offers”: Ben explains the psychology behind crafting deals that feel too good to pass up, from limited-time discounts to exclusive bundles. His secret? Make the audience feel like they’re getting an offer too good to miss out on. Generosity is key when it comes to building Advocacy, after all.  Here’s how you scale on TikTok Shop while staying grounded. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Ben: On LinkedIn On Instagram  On Luxe Collective’s TikTok

What’s more valuable than a brand that speaks candidly to its customers? A brand that listens to them.  Fostering true Advocacy isn’t just a loyal customer base – it’s building a community around shared moments of care. Consider this your opening blueprint for transforming brand love (from your customers, creators & social lurkers) into real Brand Advocacy. You may even make a sale, too.  In this live recording from the Social Commerce Summit: Autumn Edition, you’re brought an unfiltered conversation with four Brand Leaders – each with firsthand knowledge on growing through meaningful connection, realness, and a bold content strategy. Welcome Jimmy Charnock (Head of Community @ Represent), Sarah Ashwick (Communications & Advocacy Expert @ L’Oréal), Olly Hudson (CMO @ The JAQ Group), and Joe Marston (Founder @ Soar With Us) to the podcast. Learn L’Oréal’s signature approach to creator collaborations, how Represent stays ahead of the community curve, and why brands like Liquid London can earn creators £30k+ from one TikTok post. According to these experts, you should… Put People Over Products: Jimmy says it best – “Put time into people, they’ll put time into you.” Building Advocacy means inviting your audience behind the scenes, sharing real moments, and doing things noone else is. This isn’t about disruption — it’s about connection first. Brands who lean in will come out on top. Let Community Ideas Lead: Sarah’s formula for community building? Empowering creators to bring their wildest ideas to life; co-creating with you. “Our community is so inclusive. They create incredible content, and allowing them to come to us with bonkers ideas is where we won.” Trusting your community to help shape your brand. Get Tactical On Rewarding Creators: Joe & Olly share a tested strategy for scaling brand reach with creator communities, leveraging aggressive commission strategies to stand out. “Affiliates are spammed by brands daily. But when you offer £5 for a sale instead of 50p, you unlock the full potential of mass creative testing.” This approach has driven incredible results, including £55k+ revenue in one day on TikTok Shop. Press play. Uncover how Advocacy shapes every area of Social Commerce. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Jimmy, Sarah, Olly & Joe: Jimmy’s LinkedIn Sarah’s LinkedIn Olly’s LinkedIn Joe’s LinkedIn This episode is kindly presented by Soar With Us – a D2C eCommerce marketing agency, building the next generation of iconic brands (Made By Mitchell, Public Desire, Spacegoods & 250+ more) using their proven scaling system. Find out more about the good folk here: https://www.soarwithus.co/

How do you cultivate a deeply dedicated community in fashion?  You transform it into a force for good.  For this episode, Verity is joined by Jo Tutchener Sharp (Founder & CEO @ Scamp & Dude). Diving deeper than this podcast has before, they explore Jo’s story and the incredibly real impact it had on her drive to build something meaningful.  After navigating personal highs and lows — including major surgery, surviving cancer, the launch of Scamp & Dude, and going live with Liberty London in less than ten months — Jo’s story is one of resilience and impact. To date, the brand has donated more than 53k scarves to women going through similar treatment; and thousands more Superhero Sleep Buddies to children impacted by their mothers’ treatments.  Scamp & Dude is not your average fashion brand, but one the whole industry can learn from.  Balancing commercial success with charitable goals, their superpower-infused branding connects with vast audiences for one reason – everyone could use a boost sometimes.  From experience, Jo knows exactly how to… Build Authentic Customer Relationships: The magic of Scamp & Dude lies in keeping things real — no forced strategies. Jo’s personal interactions, from Instagram Lives to in-store community events, create a community that feels wholly meaningful. Learn how to foster deep, authentic connections by repeatedly showing genuine care. Tell a Story That’s True to You: A brand’s story should come from the heart. You can tell when it doesn’t. Jo highlights how her personal journey is “intrinsic to the whole brand”, and why fashion & beauty marketers must find their brand’s truth and live into it boldly. Customers feel the difference. Create a Community That Advocates With You: Scamp & Dude’s community thrives on confidence and support — fans connect, share feedback, and inspire one another in more private digital spaces than you’d know. Jo reveals how empowering customers to be part of your brand’s journey creates a supportive environment, where Advocacy naturally flourishes. Learn from Jo. Show you care. Build something that matters.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Jo: On Instagram On Scamp & Dude’s Instagram On Scamp & Dude’s Website

Is there a formula for fashion brand success that goes beyond quality and design? Community, collaboration, and unwavering focus on the customer.  In comes KITRI – the cool girl, high-fashion brand you can actually afford.  For this episode of the podcast, Verity sits down with Haeni Kim (Founder & Creative Director @ KITRI) to uncover the real story of building a beloved cult brand. Defying industry norms, this former dancer turned fashion entrepreneur knows how to stay on pointe – putting women center stage in every design, with a community-first mindset. Listen in as she and Verity discuss the realities of marketing in fashion’s current landscape, and the tactics needed to create a brand that sticks around for the long haul. To Haeni, winning the long game means continually listening to – and learning from – your community. According to the expert, you should… Creating Community-Centric Buzz: It is vital to get direct feedback from your customers, and actively build something a community could care about, from day one. Through exclusive but regular drops and carefully curated edits, Haeni created a routine for KITRI shoppers to look forward to. The power of word-of-mouth – with customers creating their own WhatsApp groups to predict the next drops and share their buying plans – holds all the power.  Balancing Brand With Performance: Haeni learned the hard way that an over-focus on performance marketing can quickly deplete brand strength. The pivot in 2022 to long-term brand building is a crucial lesson for all marketers. If you’re not nailing brand, no amount of sales can save you for long.  Turning Customer Complaints Into Advocacy Opportunities: KITRI’s approach to customer feedback, especially bad reviews, is golden. By actively listening and addressing concerns, Haeni & her team have managed to turn most dissatisfied customers into loyal Brand Advocates. She shares how you can, too.  Press play to put community first when setting your brand apart, ensuring its story is told for years to come. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Haeni: On Instagram On KITRI’s Instagram On KITRI’s Website

What’s better than Return On Investment when it comes to content & community building?  Return On ‘Involvement’.  It’s the sweet spot where Advocacy lives, and the household-name brands know it.  Consider this your guide to getting stuck in – to growing personal, niche, and brand communities through the power of true, caring connection.  This week, welcome Author, TEDx Speaker, LinkedIn Top Voice & Creative Consultant, Jo Bird, to the podcast. Her years building iconic brand identities (ex-Lounge, ex-Gymshark) alongside her own make her expertly placed to advise you here, in conversation with Verity.  By now, it's a fact that the brands that win involve their audiences in their journey. The next frontier of engagement marketing will be co-creating with your community, to tell your brand story. Turn this episode on and up to learn how to… Relinquish Control to Creators – Cautiously: Collaborating with creators of all sizes is key to spreading digital word-of-mouth and Advocacy. Jo warns against blindly handing over control, though. Brands need to be mindful of their intention and ensure creators align with their brand's ‘friendship group’, so to speak. Otherwise, you could quickly have the wrong person Advocating for you. The right creators can become invaluable Brand Advocates, but the relationship must be carefully curated. Not Just Follow Trends, But Set Them: Brands that excel don’t just follow trends – they’re creating them. Experimentation is key here, and taking inspiration from successful brands like Gymshark and Duolingo can help shape a unique strategy. In 2025, this will look like prioritizing co-creation, personal brands, TikTok Lives, and embracing content that fosters a conversational, involved community. Prioritize Advocating With Your Brand, Not For It: A brand must have a clear point of view, and share in it authentically with their community. Asking brand fans to Advocate for your brand, instead of with your brand, is a common mistake. Younger audiences expect brands to take a stance on issues, while allowing them to join in the movements made together. Advocacy is a long-term plan; the only one that ensures brand survival for the next 10-20 years, according to Jo herself. Listen. Learn. Take your brand strategy (personal or commercial) to the next level.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Jo: On LinkedIn On Instagram On her Website

How do you actually stand out in fashion?  You stand for something. No, really stand for something.  That’s exactly what Beyond Yoga did. Almost 20 years later, the brand is still thriving.  Building firmly on the ethos that everyone can wear activewear – no matter their shape, size, or activity levels – has cemented them as a forward-thinking leader in this game.  Today, Paul is joined by Michelle Wahler (Co-Founder (& Former CEO) @ Beyond Yoga | ex-Levi Strauss & Co.) to share her co-founding story. Disrupting the activewear space from day 1, with industry-leading fabrics and a total embrace of size-inclusivity, Michelle knows exactly how to create a brand identity that resonates with women everywhere.  Gain real insight into how she balanced the demands of running a business while maintaining the passion and deep love for her work across two decades, alongside the one thing she’d do differently if she could go back. For fellow Founders, her advice is clear – don’t forget to protect your equity, and don’t sleep on the power of wholesale.  Whether you want to hear the hidden challenges of scaling globally, or you’re interested in how Beyond Yoga’s unique Space fabric came to be a brand signature, this conversation is packed with the knowledge of growing a brand that puts Advocacy first. Tune in to hear Michelle’s take on…  Breaking The Beauty Binary: This mission has been at the core of Beyond Yoga’s values, as the brand made a bold commitment to inclusivity and authenticity. With a strict ‘no photoshop’ rule, the brand took a strong stance on celebrating real bodies. This unapologetic approach not only resonated but also fueled word-of-mouth, as consumers struggled to find the same authenticity elsewhere. Creating Word-Of-Mouth Buzz: Michelle walks us through the tactical steps that helped the brand grow through word-of-mouth and Advocacy. From the moment the team realized Beyond Yoga had "made it", when Reese Witherspoon was pictured buying their leggings in the 2000s, to the importance of offering what consumers truly want – something no one else is doing. Being Generous To Be Kind First, Not To Benefit: There’s nothing that builds Advocacy quite like giving your product away for free. That’s exactly what Michelle did, time and time again – not just to creators, but directly to the Beyond Yoga community. Rewarding them for their loyalty, dedication, and taking a chance on a new name. In the same vein is employee Advocacy, with Michelle building out a generous company culture that truly cared for its people; shutting down during the holidays and offering flexible work options long before they were popular. Here’s how you build for brands with a mission-driven approach.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Michelle: On Instagram

What do Duolingo’s ‘Duo’, ‘Percy Pig’ & AO’s marketing have in common?  Fun, personality & an easily translatable visual identity.  They’ve cracked the code on breaking through social media’s noise.  Industry-leading fashion brands, like Lounge Underwear, are now crossing categories to market like them. Here, you’ll learn how to too.  In today’s episode, Verity interviews Sonia Hussain (Brand & Communications Specialist | ex-Lounge, ex-Bravissimo) on building a great brand in 2024. Together, they dig deep on the importance of establishing a strong identity, making meaningful connections with your customers, and the three key pillars to any Advocacy strategy – purpose, positioning, and personality.  Touching on direct strategies for building a brand people actively seek out to engage with, Sonia also shares advice for utilizing influencer marketing at every stage of this funnel.  Stand out by challenging the social status-quo.  Get started with Sonia’s take on… Retailtainment in Community-Building: Building meaningful connections is made easier by creating experiential marketing that resonates. Brands need to focus on ‘retailtainment’ — blending retail and entertainment to engage customers in-store. Hosting community-driven events, like Lounge Underwear's partnership with Girls Who Walk in Manchester, only serves to strengthen relationships and build a loyal customer base. Looking Outside Your Category: The social landscape is oversaturated. Now, to stand out, brands must innovate beyond the playbooks provided by the platforms to make their own mark. Observe and learn from successful strategies outside your category; like Sonia’s latest obsession with AO's engaging social content. Tailoring your approach to each platform is necessary – actioning content that fulfills Instagram’s need for polished inspiration, while prioritizing playful engagement on TikTok. Thinking Outside The Demographic Box: Actually understanding your audience, from their own input over any assumptions, is crucial for crafting compelling brand narratives. The ‘Barely There Bra’ campaign was a success for Lounge when they listened to direct feedback, tapping into Gen Z's preference for comfort over traditional underwear choices. This data-driven approach allowed them to craft a campaign that worked; selling out of bras that were marketed without even a photo. Here’s how you build for brands with a mission-driven approach.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Sonia: On LinkedIn

When it comes to kindness, one thing is clear. Everyone could use more of it.  Beekman 1802 is a brand built entirely for one purpose: making beauty kinder. And no, not in a jovial or solely ingredient-based sense.  Join Paul as he digs into this deep dive on kindness as a pillar of Brand Advocacy, in conversation with Brad Farrell (Chief Marketing Officer @ Beekman 1802 | ex-Kiehl’s, ex-L’Oréal).  Aiming to be the #1 prestige brand for sensitive skin globally, there are no compromises when it comes to building through word-of-mouth and practical kindness at Beekman.  From the brand’s origin story (hello, goat milk farmer who moved in with the Co-Founders) to the tactical ways both analytical and creative skills can create high-performance marketing teams, this is the science of Advocacy down to an art.  Get ready for Brad’s expert take on… Making Beauty Kinder: To your skin, your social media sphere, and yourself. Beekman is a brand utilizing ambassadors like any other in the beauty game, with one key twist; any Advocate of theirs is also rewarded for spreading digital kindness over solely product promotion. Dig into the impact of this choice, and the strategy it takes to deliver it at scale – while still scaling the success of your brand.  Two-Way Conversations as The Crux of Community: When innovating from the wants of actual customers, a brand can rarely go wrong. Back-and-forths with those in your community are key. From social listening and customer service insights, to requests from ambassadors & Advocates, all feedback must be welcome. Learn how to identify the most actionable insights to surprise and delight your brand fans, turning their thoughts into meaningful action. It’s community building at its best; responsive, inclusive, and genuinely engaging.  Infusing the Mission Into Every Aspect of Brand: Brad unpacks how to be a living, breathing example of your brand’s core values – making your brand mission a visible, tangible part of everything you do. From communicating product developments to a cohesive experience at any marketing touchpoint, learn how best to align every strategy and every decision with your brand’s north star.  Here’s how you build brands with a mission-driven approach.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Brad: On Beekman 1802’s website On Brad’s LinkedIn

Every brand wants to build brand love. If you’re not actively working on it, you’re actively falling behind the competition. Do you know the one thing it takes to get there? Building a Brand Universe first.  By giving your community something to fall for, you build a world your customers, creators & Brand Advocates can find meaning and love in.   That’s why, this week, Verity’s welcoming Sekai Masunda (Senior Brand & Content Marketing Manager | ex-Jigsaw, ex-lululemon, ex-Pangaia) to the podcast.  From a marketing career affirmed when lululemon slid into her DMs, Sekai has fast become an industry go-to for all things content, brand & Advocacy. While she never intended to go into brand building, brand building found her; and the rest is history.  Now, she’s sharing her tried-and-tested tactics for turning your customers into Advocates via Brand Universes and tapping into taste communities (a term coined by our past guest, Ana Andjelic). From Sekia’s exact formula for good content to her take on why brands must stop taking themselves too seriously, there’s disruptive wisdom afoot.  Tune in to hear Sekai’s expert advice on… Making Money While Making Room for Brand: To drive impactful Brand Advocacy while helping the bottom line, bridging the gap between community feedback and C-Suite decisions is crucial. It’s not just listening to what your community says; it’s seamlessly translating those insights into strategic actions. Sekai knows how. Actually Knowing Your Advocates: REFY set a new standard, with community events that put their customers in the spotlight. Lululemon’s affinity for community led the charge and, while at Jigsaw, all VIP events hosted through Sekai were also customer-only. While influencers still play a role in brand strategy, your customers are now your most powerful Advocates. Each customer and every store has unique needs. It’s time to get on the ground, understand those differences, and deliver what your customers truly want — not what you assume they want. The Key to Disruptive 360° Campaigns: Dive into the data behind Jigsaw’s ‘New Age Denim’ campaign. This campaign was all about authenticity — featuring real bodies and real store managers, wearing their favorite denim as uniform. With a focus on understanding the customer journey, Sekai asked; when do people actually buy denim, and how can we address their fit concerns? From there, her team built category awareness step-by-step. Now, she’s sharing the playbook.  Listen. Learn. Build better brand love.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Sekai: On LinkedIn

When building Advocacy, customers fast become your brand’s new creators.  Does this spell the end of the powerhouse beauty influencer, once and for all? Grown Alchemist doesn’t think so. The cult brand sees a place for megas, micros & nano-creators in every influencer & Advocacy strategy – when each is done right. Here’s how you crack the content code to every. single. creator. approach. Join Verity in welcoming Colby Wood (Global Social, Content & Community Manager @ Grown Alchemist | ex-Vieve, ex-L’Oréal) to this week’s episode of Building Brand Advocacy. Together, they unpack the playbook for global growth like Grown Alchemist’s. From launching Lancôme’s first community to turning down a Parisian-headquartered role to partner with an influencer-founded brand, Colby’s career has been shaped by marketing to – and for – passionate people. Now, she’s sharing expert advice for keeping up with these industry trends, operating on a lean team (even a team of one!), and intentionally activating influencers & creators along the entire marketing funnel. Listen in to learn from Colby’s take on… Cultivating US Communities: Take it from a marketer who’s made it. Breaking a global brand like Grown Alchemist into the US market hasn’t been easy, but it’s happened. Colby’s learnt the lessons you need to hear about, so you can take her shortcuts to sustainable growth. Hear her top piece of advice for any brand looking to do the same, alongside every difference to prepare for when it comes to the inner workings of TikTok Shop across two countries. The Influencer vs Community Event Knock-Out: Does a brand have to choose one, or can there be space for both? The answer, according to Colby, is to let them share intentional spaces in your community engagement strategy. By having a good mix of both influencer-led and community-only events in your brand calendar, you can achieve the most important thing – true relevance of the events to the specific community attending. Apply her advice to see your events take off. Nailing the Content Split per Social Channel: You’ll learn exactly which platforms Grown Alchemist uses, where they see results, and why they’re there. Colby breaks down each platforms ideal content-fit, and the 5 types of community they should  be engaging.  This is how you stand out & earn Brand Advocates in the beauty space.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Colby: On LinkedIn On Instagram  On Grown Alchemist’s Instagram On Grown Alchemist’s TikTok

New Look has been a staple on the British high street for 50+ years.  Now, they’re fast adopting new frontiers. Ready, testing, and learning. For this episode, Paul had the pleasure of interviewing long-time peer and industry pal, Raine Peake (Head of Marketing & Customer Growth @ New Look | ex-Director @ Jigsaw, Mint Velvet & Farfetch).  Together, they dive deep into the importance of – and tactics behind – investing in the right brand strategies to purpose-build passionate communities. Their expert takes on personalization through AI, engaging gamification, Out-Of-Home advertising, store refurbishments & influencer marketing are all included. Tune in to hear Raine’s advice for… Creating Strategic Squads to Build Local Communities: Right now, New Look is running a highly successful experiment. The brand has overhauled one of their stores in Manchester, supported with numerous marketing activations – led by a dedicated in-house ‘Squad’. Taking up 25% of the assigned team members’ time, the benefits seen in awareness, growth, and conversion have far outweighed the cost. Now you can learn Raine’s formula for ‘Squad’ success, too. Turning Employees into your Biggest Advocates: Often overlooked, at the expense of your easiest brand win. Your employees are easily your best Advocates – a fact that’s especially true when it comes to fashion brands. They know everything about your product, are (ideally!) incredibly passionate about the brand, and (one better) often model the clothes themselves. Learn why the next frontier of building Brand Advocacy lies with them.  Knowing the Place of AI, Personalization & Gamification: Big buzzwords here, for good reason. As Raine explores these domains for New Look, she openly shares her favorite insights so far. Her north star in these realms? Data, data, and data.  All the practical and tactical advice any Brand Builder needs from Raine is waiting. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Raine: On LinkedIn

Understanding your customer is one thing. Crafting content that actually resonates with them is another. The cheat code to nailing this?  Building for brands you would actually buy from.  For this episode of Building Brand Advocacy, Verity is joined by Stefani O’Sullivan (Marketing Consultant and Head of Growth & Marketing @ Staud). It’s a conversation fashion marketers won’t want to tune out from, spanning all of today’s hottest industry topics. Join the pair as they explore how fashion brands are fostering genuine connections, tactically cultivating communities of loyal superfans by seeking them out to create with – just like Glossier, Savage x Fenty, and more. Their discussion dives deep into the impact of private sharing on socials, the success-stories of ‘storytelling-first’ brands, and what the future looks like for creative marketing. Listen to hear Stef’s take on… The Role of Creators in Driving Brand Advocacy: Co-creation is the past, present, and future of content marketing. It’s why seeing the customer as your influencer is revolutionizing Brand Advocacy. The strategic value of nano and micro-influencers in building robust communities and driving that word-of-mouth marketing cannot be overlooked any longer.  The Future of Brand Stunts & Reactive Marketing: One of the biggest powers any brand holds with their community lies here. Put on a remarkable show, impactfully join a timely conversation, and know the boxes you need to tick. Stef shows you them. Integrating Brand & Growth Teams: Right now, Stef sees a critical need for diverse perspectives in brand marketing. To her, brand and growth are not two sides of the same coin – they’re the solid material it’s made from. Integrate these halves into a whole and watch the brand community you’ve sought for come together.  Apply these tips. Soak up Stef’s knowledge. Elevate your brand’s Advocacy game. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Stefani: On her Website On LinkedIn

Pair ‘fun’ with ‘leading fashion’ and a handful of brands come to mind. Add ‘community-built’ to the mix, and there’s only one – Never Fully Dressed. Join Verity for today’s exclusive episode, as she sits down with Lucy Aylen (Founder @ NFD). This is your chance to learn from an industry titan, levelling up your career savvy and brand strategy in the process. From the brand’s first days in her parents attic to sell-out drops, packed events, and a ride-or-die community that spans the globe, Lucy walks us through the moments that transformed Never Fully Dressed’s trajectory. The CEO, entrepreneur & training Doula stops at Spitalfields Market, a first NYC pop-up (you and Kendall Jenner’s memorable t-shirt know the one), and more from the last 15 years along the way. Tune in to hear Lucy’s Founder story, and her practical advice on… The Power of Long-Term Relationships: Establishing long-term, meaningful connections with customers, employees, and partners is an essential part of NFD’s sustainable brand growth. By taking the ‘spikes’ caused by short-term success out of the business, these enduring relationships are built on trust, foster loyalty, and ensure consistent support. Each is key to navigating market fluctuations, to drive continuous development and innovation. Making Customers Your Influencers: When it comes to community-building, NFD lead the industry for good reason. Creating the fun and empowering culture the brand is known for has fostered belonging and loyalty with superfans. Bonus: it naturally turns loving customers into genuine Brand Advocates, too. Building these deep bonds passes on the power of influence, as each Advocate leverages their authentic voice to promote the brand and enhance its credibility. Amplifying Brand Voice: Encouraging this user-generated content, as well as implementing loyalty programs and rewarded referrals, has created a strong sense of belonging among NFD’s customers. As the brand expands to new markets, Lucy is looking to further amplifying the brand's voice through community projects and charitable support. Everything is done in favor of the heroes behind the brand (aka their customers), and never product-first.  Expect brand lessons, expert-but-humble entrepreneurial know-how, and the first-hand Advocacy tactics you can only learn from Lucy. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Lucy: Lucy’s Instagram NFD on Instagram NFD on TikTok NFD’s Website

People are the fuel that keeps brands going. Without them, you simply don’t have a brand. That’s why it’s more important than ever to build companies that connect with customers on a personal level. Lucy Toone knows this intimately.  Join Verity in this episode of Building Brand Advocacy to hear from a Brand Builder who perfectly practices what Brand Advocacy marketing preaches. Lucy (Founder & CEO @ Tomm Jewellery) shares the importance of creating a community, the power of founder-led marketing, and the value of working with micro-influencers over the megas.  By making difficult calls to optimize for sustainable, long-term growth – opting out of $190k+ months and downsizing in the process – Lucy is a Founder with heart in all the right places.  Tune in to hear… The Value of Vulnerability: Embracing vulnerability as a brand fosters genuine connections with your audience, creating a sense of authenticity and trust. By sharing real stories, challenges, and behind-the-scenes moments, Tomm Jewellery humanizes themselves and engages more deeply with their customers – ultimately building stronger loyalty and community. How To Harness Livestreaming’s Potential: Leveraging the power of Livestreaming on TikTok has significantly boosted Tomm’s engagement and reach, Lucy has found – allowing for real-time interaction and immediate feedback from her viewers. An agile team is crucial to capitalize on this potential, as they can quickly respond to trends, interact with viewers, and adapt content on the fly to maintain relevance and maximize impact. Finding Balance: To prioritize your company, you have to prioritize your personal well-being. Having learnt this lesson through live experience, Lucy knows you can avoid burnout, maintain a positive mindset, and enhance your creativity by stepping away to step back stronger.  You won’t forget what you learn here.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Lucy: Lucy’s LinkedIn Tomm Jewellery on Instagram Tomm Jewellery on TikTok Tomm Jewellery’s Website 

Giving up brand control to creators can be frightening. Now though, it’s one of the last near-assured ways to grow. Time to face the fear, place your trust in authentic Advocates, and achieve maximum growth through the creators that love you; like Victoria’s Secret, Abercrombie & Fitch, and Brooklinen already do.  Join Paul & Verity LIVE from the last of the Social Commerce Summit: New York sessions, where they’re joined in conversation by Taylor Cameron (Director of Public Relations @ Victoria’s Secret), Stacie (@ Abercrombie & Fitch), and Janna Neinken (Head of Brand @ Grüns, ex-Director of Influencer Marketing & Partnerships @ Brooklinen). Here, they reveal the strategies their brands utilize to harness aligned influence for growth. Each one is built around developing engaging and creative content that actually converts.  From staying ahead in the rapidly evolving social media landscape and quickly adopting new content formats (Alpha and Beta tests with the platforms included), to leveraging new algorithm updates, the guests’ advice is as insightful as it is tactical. Listen on to learn about… Creating Viral Content through Customer Feedback: Brands like Abercrombie & Fitch and Victoria’s Secret are making successful comebacks for a reason. By directly engaging their actual customers, and the creators in their networks, they’ve been able to rebrand and own it – creating entirely new product lines from customer preferences and signing contracts with creators who previously avoided them. Balancing Brand Guidelines with Creator Freedom: This is key to maintaining authenticity in creator marketing (but you already knew that). Learn how these iconic brands give up control of their aesthetic, image, and storylines to reap the rewards in community love and awareness. Case studies from all three names highlight the how-tos of successful creator partnerships. Differentiating Content Streams & Creator Tiers: Knowing the destination of your content is crucial. Like Victoria’s Secret has, your brand will benefit from practicing differentiating levels of content curation depending on intended audiences. By tailoring creator activities to appeal to niche markets and specific customer segments, these brands tap into the power of micro and nano-influencers to drive engagement and conversion. Tune in. Take note. Grow.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Taylor, Janna & Abercrombie: Taylor’s LinkedIn Janna’s LinkedIn Abercrombie’s Website

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. Rate & review Building Brand Advocacy: Apple Podcasts Spotify 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/  Rate & review Building Brand Advocacy: Apple Podcasts Spotify 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/  Rate & review Building Brand Advocacy: Apple Podcasts Spotify 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. Rate & review Building Brand Advocacy: Apple Podcasts Spotify 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. Rate & review Building Brand Advocacy: Apple Podcasts Spotify 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.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Lia & learn more: Lia’s LinkedIn Subscribe to In Case You Missed It

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.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify 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.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify 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. Rate & review Building Brand Advocacy: Apple Podcasts Spotify 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. Rate & review Building Brand Advocacy: Apple Podcasts Spotify 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.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Fiona:Fiona’s LinkedInWild’s WebsiteWild’s Instagram Hosted on Acast. See acast.com/privacy for more information.

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.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Lucy:Lucy’s LinkedInLucy & Yak’s WebsiteLucy & Yak’s InstagramLucy & Yak’s Facebook Hosted on Acast. See acast.com/privacy for more information.

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.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Claudia & Katie:Claudia’s LinkedInKatie’s LinkedIn Hosted on Acast. See acast.com/privacy for more information.

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.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Broghan & Laura:Broghan’s LinkedInLaura’s LinkedIn Hosted on Acast. See acast.com/privacy for more information.

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. Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Camilla, Charlotte & Hannah:Camilla’s LinkedInCharlotte’s LinkedInHannah’s LinkedIn Hosted on Acast. See acast.com/privacy for more information.

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:Apple PodcastsSpotifyConnect with Matt:On LinkedIn Subscribe to his Geekout Newsletter Read his Speaker Notes Hosted on Acast. See acast.com/privacy for more information.

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.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Angelic:On LinkedIn Hosted on Acast. See acast.com/privacy for more information.

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.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Paul & Verity:Paul’s LinkedInVerity’s LinkedInVerity’s InstagramTo 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 5pmWhere: The Soho HotelLearn more: http://tinyurl.com/social-commerce-summit-london Look forward to seeing you there! Hosted on Acast. See acast.com/privacy for more information.

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:Apple PodcastsSpotifyConnect with Grace, Sian & Verity:Grace’s InstagramGrace’s LinkedInSian’s LinkedInVerity’s LinkedIn Hosted on Acast. See acast.com/privacy for more information.

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:Apple PodcastsSpotifyConnect with NJ:NJ’s LinkedinAPL’s WebsiteAPL’s Instagram Hosted on Acast. See acast.com/privacy for more information.

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:Apple PodcastsSpotifyConnect with Renee:Renee’s LinkedInInvinci’s LinkedInInvinci’s Website Hosted on Acast. See acast.com/privacy for more information.

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:Apple PodcastsSpotifyConnect with Stuart:Stuart’s LinkedInStuart’s InstagramStuart Trevor on InstagramStuart Trevor’s Website Hosted on Acast. See acast.com/privacy for more information.

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:Apple PodcastsSpotifyConnect with Ana:Ana’s LinkedInAna’s Instagram, Threads, and XSubscribe to The Sociology of BusinessRead The Business of Aspiration Hosted on Acast. See acast.com/privacy for more information.

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. Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Verity, check out our Weekly Debriefs & apply to join the Brand Builders Collective here:Verity’s LinkedInApply for your place in the Brand Builders CollectiveRead Duel’s Latest Debrief Subscribe to Duel’s Weekly Debrief  Hosted on Acast. See acast.com/privacy for more information.

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:Apple PodcastsSpotifyConnect with Verity & Duel here:Verity’s LinkedInDuel’s LinkedInDuel’s InstagramDuel’s TikTok Hosted on Acast. See acast.com/privacy for more information.

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 LinkedInThe Person In PersonalizationMade With Intent Hosted on Acast. See acast.com/privacy for more information.

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/3HYuoYlSpotify: https://spoti.fi/3DjUd1YAnd connect with Jennifer here:LinkedInMetaversalAllBrightFossil Group Inc.Building Brand Advocacy is handcrafted by our friends over at: www.fame.so Hosted on Acast. See acast.com/privacy for more information.

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/3HYuoYlSpotify: https://spoti.fi/3DjUd1YAnd connect with Bronte here:LinkedInInstagramTikTokBuilding Brand Advocacy is handcrafted by our friends over at: www.fame.so Hosted on Acast. See acast.com/privacy for more information.

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/3HYuoYlSpotify: https://spoti.fi/3DjUd1YAnd connect with Amy here:LinkedInTOMSChiefThe Dinner Party Building Brand Advocacy is handcrafted by our friends over at: www.fame.so Hosted on Acast. See acast.com/privacy for more information.

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/3HYuoYlSpotify: https://spoti.fi/3DjUd1YAnd connect with Paul here:LinkedIn: https://www.linkedin.com/in/paulkarcher Building Brand Advocacy is handcrafted by our friends over at: www.fame.so Hosted on Acast. See acast.com/privacy for more information.

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/3HYuoYlSpotify: https://spoti.fi/3DjUd1YAnd connect with Woozae here:LinkedInBuilding Brand Advocacy is handcrafted by our friends over at: www.fame.so Hosted on Acast. See acast.com/privacy for more information.

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.comRate & Review Building Brand Advocacy:Apple Podcasts: https://apple.co/3HYuoYlSpotify: https://spoti.fi/3DjUd1YAnd connect with Lloyed here:LinkedInBoastTractionTraction PodcastWishpondBuilding Brand Advocacy is handcrafted by our friends over at: www.fame.so Hosted on Acast. See acast.com/privacy for more information.