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PODCAST

Building Brand Advocacy

Paul Archer and Verity Hurd

The Building Brand Advocacy podcast is your go-to for tactical conversations with marketing minds from fashion, beauty, wellness, and beyond. Hosted by Paul Archer and Verity Hurd, this podcast brings together industry leaders and experts to share how they cultivate communities, empower advocates, and drive results at scale. Whether you’re a founder, CMO, or marketer at a scaling brand, this is your space to stay ahead in modern brand building. From creating authentic connections to mobilizing

business marketing

All Episodes

00:34:53

Lean In like Lounge: Rip Up The Rulebook, Create...

Building Brand Advocacy ·

2024/09/18

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

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00:37:41

How Beekman 1802 Uses Kindness to Power Community...

Building Brand Advocacy ·

2024/09/11

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

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00:41:14

The Blueprint for Brand Love: Tap into Taste...

Building Brand Advocacy ·

2024/09/04

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

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00:38:18

The Beauty Marketing Playbook: Inside Grown...

Building Brand Advocacy ·

2024/08/21

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 |

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00:43:28

Nail it like New Look: Invest in Brand, Build Local...

Building Brand Advocacy ·

2024/08/14

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

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00:51:10

Co-Create Community, Content & Connection like Staud,...

Building Brand Advocacy ·

2024/08/07

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

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00:47:28

Create Word-of-Mouth Magic Like Never Fully Dressed:...

Building Brand Advocacy ·

2024/07/11

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

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00:43:19

How Tomm Jewellery’s Unexpected Growth Strategies Pay...

Building Brand Advocacy ·

2024/07/04

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

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00:35:50

How Victoria’s Secret, Abercrombie & Brooklinen...

Building Brand Advocacy ·

2024/06/27

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 @

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00:20:37

A Masterclass from Abercrombie & Fitch on Reinventing...

Building Brand Advocacy ·

2024/06/20

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

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00:29:28

The Playbook for Merging Social & eCommerce Marketing...

Building Brand Advocacy ·

2024/06/13

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

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00:43:08

The Social Commerce Tactics That Actually Work for...

Building Brand Advocacy ·

2024/06/06

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

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00:22:45

Content & Commerce: Maesa x TikTok Shop’s Success...

Building Brand Advocacy ·

2024/05/31

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

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00:33:35

LVMH, ELEMIS & Maesa: How Beauty Superfans...

Building Brand Advocacy ·

2024/05/23

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

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00:34:29

Algorithms in Action: Leveraging New Rules, Insights...

Building Brand Advocacy ·

2024/05/17

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

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00:34:30

Lessons From lululemon: Amplifying Community,...

Building Brand Advocacy ·

2024/04/26

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

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00:40:21

How To Unlock Advocacy: Cracking The Brand Growth...

Building Brand Advocacy ·

2024/04/11

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

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00:21:44

Advocacy 101: Abercrombie, Mint Velvet & DOAC’s Cheat...

Building Brand Advocacy ·

2024/04/10

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

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00:45:44

Rooted in Advocacy: How SURI’s Superfans...

Building Brand Advocacy ·

2024/03/22

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

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45:06

The Influencer Marketing Playbook: Wild’s Rise to...

Building Brand Advocacy ·

2024/03/15

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

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