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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

58:41

How Lucy & Yak Built An Army of Advocates: Lucy...

Building Brand Advocacy ·

2024/03/07

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

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36:41

How Abercrombie & Fitch and LK Bennett Strategize,...

Building Brand Advocacy ·

2024/02/29

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

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50:48

How To Win On TikTok Shop: Increase Sales 500% Like...

Building Brand Advocacy ·

2024/02/22

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

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41:24

REFY, ELEMIS & The Beauty Power Players: A Tactical...

Building Brand Advocacy ·

2024/02/16

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

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34:21

The Social Commerce Landscape: Matt Navarra’s Expert...

Building Brand Advocacy ·

2024/02/08

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

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46:31

Alo Yoga, Sephora & Stitch Fix: The Secret Formula...

Building Brand Advocacy ·

2024/01/30

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

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28:26

Social Commerce Predictions for 2024: AI Advantages,...

Building Brand Advocacy ·

2024/01/15

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

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51:39

How To Win On Social in 2024 ft. Grace Andrews (Diary...

Building Brand Advocacy ·

2023/12/19

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

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45:23

The APL Way: From NBA Ban to Global Sensation,...

Building Brand Advocacy ·

2023/12/15

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

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45:42

How Beauty Brands Win on Amazon: Lessons from...

Building Brand Advocacy ·

2023/11/30

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

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1:11:26

AllSaints: The Founder's story, styling Super Bowl...

Building Brand Advocacy ·

2023/11/24

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

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38:34

Recoding Brand DNA: Breaking Fashion’s Rules,...

Building Brand Advocacy ·

2023/11/16

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

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14:01

Driving Brand Love: Decoding 2024’s Social Media...

Building Brand Advocacy ·

2023/11/09

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

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8:38

Unlocking the Secrets of e.l.f.’s ‘Beauty Squad’: The...

Building Brand Advocacy ·

2023/11/02

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

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44:54

Amazon, Netflix & Bloom & Wild: The Six Pillars of...

Building Brand Advocacy ·

2023/10/26

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

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50:59

Doing Business with Dopamine: Brand Evolution, Death...

Building Brand Advocacy ·

2023/10/11

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

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34:44

The TikTok Playbook: Winning Strategies, Shop Secrets...

Building Brand Advocacy ·

2023/09/29

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

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56:01

The Reinvention of TOMS: Unleashing Impact As a...

Building Brand Advocacy ·

2023/09/15

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

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14:25

Dominate the Market: How to Activate the Influencers...

Building Brand Advocacy ·

2023/09/07

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

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31:26

MAC, Calvin Klein & Inkbox: Crafting Authentic...

Building Brand Advocacy ·

2023/08/24

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,

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118 results

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