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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

43:37

Red Bull, Harley Davidson & Peloton: How they Built a...

Building Brand Advocacy ·

2023/08/11

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

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55:44

From Ganni Girls to the Oafworld: How to Transform...

Building Brand Advocacy ·

2023/08/03

In this episode of Building Brand Advocacy, Paul is joined by Daisy Morris, Founder of The Selfhood. The queen of brands and community, Daisy drops a ton of invaluable insights as she shares a treasure trove of tactical nuggets. Discover the power of a strong creator or founder presence, delve into the distinction between an audience and a community and be enlightened by Daisy’s expertise and experience with notable brands like Ganni, Lazy Oaf, Glossier, Estrid and more.Daisy Morris is a dynamic

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9:44

Creators, Ambassadors & Affiliates: Know your...

Building Brand Advocacy ·

2023/07/27

An influencer is anyone who can influence someone to make a purchase. In a way, we are all influencers; whether it’s getting a family member or a million people to buy something, it doesn’t matter: you’re an influencer. So, with that being said, how do affiliates fit into the mix? What makes them so special and worth investing in?In this episode of Building Brand Advocacy, regular host Paul Archer is going solo! Join him as he deconstructs the differences between affiliates, influencers, and

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35:02

Tackling Threads: Navigating a Game Plan for...

Building Brand Advocacy ·

2023/07/21

On July 5th, Meta released Threads, the fastest app to hit 100 million downloads. As a brand new social media platform that has been built out of Instagram, brands have been garnering more followers in 24 hours than in two years on Instagram. It is no surprise that marketing teams are now wondering exactly what they are supposed to do with this new network.To help clear things up, Verity Hurd is here today to talk all things Threads. Verity is the Brand Advocacy and Community Lead at Duel. She is a

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39:27

Richard Chapple, ex CMO of Gymshark, ex-THG Ingenuity...

Building Brand Advocacy ·

2023/07/20

What makes brands like GymShark so phenomenal? According to today’s guest, it all comes down to three things: timing, hard-work, and bravery.Advertising to your consumers is a skill; it requires a hell of a lot of practice and knowledge that you won’t know right away, so the best thing you can do is really amplify the benefits of your product whilst suppressing their anxieties. Make the consumer feel as though they can trust you, that they are in for nothing but a good time should they choose you

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35:28

Retain Your Luxury Customers Like Hammitt ft. Tony...

Building Brand Advocacy ·

2023/06/05

In a world of controversial figures like Elon Musk and Jeff Bezos, what we need are Founders and CEOs like Tony Drockton, the man who created Hammitt. All he wanted to do was to make something people cherished, that could build a strong sense of community, belonging, and advocacy for all those who purchased it. After years of not knowing what he wanted to do, after never really feeling fulfilled, he finally figured it out and created a brand that he could be proud of. If you’re a CEO or Founder,

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19:09

Why You Need to be a Part of Your Brand’s Community...

Building Brand Advocacy ·

2023/05/31

Most well-established brands have a community that spawned from them. But their problem can often be that they think it’s enough to simply sit and observe them whilst also marketing to them. Well, spoiler alert: it’s not enough. You need to be a part of the communities you create; you need to build trust and show some interest; that way, you will immediately become more interesting to your consumers, and your brand’s ecosystem will become a far healthier one!In this episode of Building Brand

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17:12

The Rise of Social Commerce and How You Can Harness...

Building Brand Advocacy ·

2023/05/15

In this episode, join host Paul Archer as he takes the reins for a special solo episode. Paul dives deep into the fascinating world of social commerce and its role in driving brand advocacy. With the advent of social media platforms that soared in popularity during the pandemic, businesses have found innovative ways to enhance their visibility and boost revenue. Paul shares insights, strategies, and success stories that highlight the immense potential of social commerce in today's digital

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1:00:43

Using The Fundamentals Of Brand Building To Keep A...

Building Brand Advocacy ·

2023/05/01

So, you’re a Founder of a business and you want to know what your customers are thinking and what the general consensus on your brand is. How do you do that? Sure, you could look at data and analytics, you could mathematically figure out who your demographic is and send your marketing efforts in that direction… or, you could try talking to them? No amount of numbers and statistics can quantify how your customers are feeling and thinking - you can only get that through having a direct conversation

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13:51

Adapting To Dramatic Changes In Brand Building Like...

Building Brand Advocacy ·

2023/04/24

Paul Naude dedicated Vissla to the culture and performance of surfing. He started off working in a shaping bay in South Africa while honing his surfing skills, which led to a continued career in the surfing industry, including founding South Africa’s premier surf magazine, ZigZag.He is also the former president of Billabong’s US operations and started Vissla after a failed takeover bid of his previous company. After starting as a boutique brand, Vissla has developed into a multi-million-dollar

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46:39

Making The Most Out Of Your Influencers Like The...

Building Brand Advocacy ·

2023/04/17

We talk a lot on this podcast about branding and how to optimise your branding image, but one thing that often goes ignored is something that plays a massive role in their success, and that’s the retail side of things. There’s a saying in the world of retail: retail is in the detail. It might sound daft, but it’s a very accurate and apposite representation of what the retail industry is all about. Everything a retail store does matters - every nook and cranny; every employee; how the store is laid

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45:19

AMA | Turn Average Customers Into Brand Advocates Ft....

Building Brand Advocacy ·

2023/03/27

As a brand, building a community is one of the most beneficial things you can do… but why? What’s the secret behind making sure it’s successful? Well, the number one thing you need to do is figure out what exactly you stand for as a brand and what your customers' shared passion is! This doesn’t necessarily mean that it’s your product or your service, in fact in most cases it rarely is. To execute it, it involves figuring out who your customers are, reaching out to them and having a conversation; a

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38:54

Expanding Your D2C Brand In China Like TONG Ft. Adam...

Building Brand Advocacy ·

2023/03/20

It’s quite well known (although very rarely acknowledged) that TikTok, one of the biggest platforms in the world right now, is a Chinese product. So how did they manage to blow up so much? Well, it’s because unlike the west, their introduction to the internet was through platforms on handheld devices, whereas ours were through desktop computers. It only makes sense then that they would excel in the social commerce business as they’ve had way more time to perfect it.In this episode of Building Brand

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42:35

Shifting From A Customer Focus To Community Building...

Building Brand Advocacy ·

2023/03/09

Throughout history, sports branding and marketing has been dominated by a particular demographic, but it’s only in the couple of decades that we’re seeing more and more diverse representation come to the forefront. Your brand is determined by your experiences, stories, and values, so it’s absolutely vital that you reach out to those who share them. Not only that, but the brands you collaborate with will only go well if you choose others with those shared values; there needs to be some philosophical

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31:10

How To Be A Niche Within A Niche With Georgie Carter,...

Building Brand Advocacy ·

2023/01/30

Paul and Georgie discuss how to be a ‘niche within a niche’; the importance of content quality within SMS and Email marketing; how to utilise customer segmentation to lockdown customer retention; and how to use the data gained from campaigns.Georgia has over a decade of experience specialising in lifecycle marketing and CRM, and has a proven track record of turning leads into loyal, raving fans. She is the Founder of Pepped, a boutique lifecycle marketing agency that helps growing health and

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38:24

How To Build An Attention Grabbing Brand With Richard...

Building Brand Advocacy ·

2023/01/23

In this episode of Building Brand Advocacy, Paul Archer is joined by Richard Honiball. They discuss their backgrounds in retail, brand design and trend, product development and sourcing, luxury retail, department store buying, and specialty retail. They also discuss effectively serving the audience while staying true to your brand identity.Richard is a highly skilled customer relationship leader with extensive experience in developing brand building strategies. He is the current Executive Vice

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52:10

Harnessing The Power Of Social Commerce ft. Camilla...

Building Brand Advocacy ·

2022/12/23

In this episode of Building Brand Advocacy, Lisa Galt is joined by her panel of experts, Camilla, Dave, and Paul. They discuss the future of social commerce and how it has grown exponentially over the years, from 900 billion dollars at the end of 2020 to being predicted to rise to several trillion dollars in 2023. They further discuss how platforms like TikTok have changed the way people shop, how brands find real advocates and ambassadors for their brands, and how to convert a resistant audience

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43:22

Building a Brand From Scratch Like Avocados From...

Building Brand Advocacy ·

2022/12/19

Ivonne Kinser joins Paul Archer in this episode of Building Brand Advocacy to talk about how she successfully built Avocados From Mexico from scratch into one of the top brands with ninety per cent of the market share firmly in their grasp. They also dive into the essence of brand advocacy, how to deploy passion in communication, managing “nano influencers,” and so much more.Ivonne is the Vice President of Marketing and Innovation and Head of Marketing for Avocados From Mexico. She is a keynote

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51:38

How To Sell $30,000 Suits | Brand Building In The...

Building Brand Advocacy ·

2022/12/12

In this episode of Building Brand Advocacy, Paul Archer is joined by Michele Gallato. They discuss building a luxury brand, the creation of unique brands that appeal to customers, and approaches to influencing customers' decisions on product purchases.Michele Galetto is the Vice President of Kiton, where he also serves as part of the marketing team and as an executive board member of Kiton UK Ltd.LinkedIn: https://it.linkedin.com/in/michelegalettoTwitter: https://twitter.com/_migal71Website:

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33:26

The Role of Social Media in Brand Building ft. Tricia...

Building Brand Advocacy ·

2022/11/14

In this episode of Building Brand Advocacy, Paul Archer is joined by Tricia Mahoney. They talk about how to engage in brand development, the roles that models and photographers play in developing brand content, and the challenges and approaches of social media in this context.Tricia Mahoney, CMO of Twisted X Global Brands, helps new businesses build their brands primarily using social media. She is currently Chief Marketing Officer for Twisted X Global Brands – home of Twisted X, Twisted X Work,

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118 results

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