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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

00:45:02

“You’re Tracking Metrics, Not Listening” & It Shows...

Building Brand Advocacy ·

2025/10/01

Most brands are looking at the wrong data. Worse still? You don’t know what to do with it.This week, Verity sits down with Jazmin Griffith (Social Strategist, Content Creator, and Founder @ Social Listening Studio, queloque?). Jazmin pulls back the curtain on what real listening looks like today – and why it’s about far more than sentiment & mentions.From decoding niche communities to spotting Reddit-born Super Bowl ideas, Jazmin reveals how brands can shift from ‘monitoring’ to meaningful

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00:37:33

“All Marketing Is Brand + Performance” & Aerie Knows...

Building Brand Advocacy ·

2025/09/17

What does a decade of building Brand Advocacy look like in practice?Back in May, Paul sat down with Luke Klein (Senior Director of Marketing Strategy & Growth @ Aerie) to unpack one of fashion’s longest-running movements: #AerieREAL.The campaign started in 2014 with a bold commitment: no more retouching. But it was more than a moment; it was a cultural stance. In the 10 years since, Aerie has evolved that stance into a living, breathing ‘brandformance’ strategy that continues to drive relevance

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00:45:34

Marketing Isn’t Boring, You Are: Inside The Comedy...

Building Brand Advocacy ·

2025/09/10

Not Hot Take: Marketing shouldn’t feel like a meeting. It should move you.This week, Verity sits down with Henry Hayes – Head of Marketing @ Passionfruit and the comedic content machine reshaping how brands build attention, internally & externally.Whether you know Henry from his LinkedIn comedy bits or his unconventional marketing strategies at Passionfruit, this conversation peels back the layers on what today’s brand teams really need to nail.Think funny’s overdone, or simply isn’t for you

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00:40:47

How You Make Influencers & Affiliates Your Advocates...

Building Brand Advocacy ·

2025/09/03

Brand budgets? Tighter.Expectations on creators? Higher.Welcome to the new era of influencer marketing; where performance matters most, platforms are merging, and brands can’t afford to get it wrong.Kicking off Season 3, Verity sits down with Lowri Evans – an influencer strategy expert with experience at VIEVE, Coco & Eve, Revive Collagen and more. Fresh from going freelance, Lowri breaks down the real rules of modern creator marketing; from Spark Ads to affiliate programs, and why

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00:27:34

What Brands Can Learn From Charli XCX & Beyoncé (&...

Building Brand Advocacy ·

2025/07/23

Engineering joy > selling stuff.It’s really that simple. (But how do you do it?)This week, Verity sits down with Content Creator, Social Strategist, and ‘Coldest Creative’ Founder, Joel Marlinarson. Together, they unpack the intersection where fashion, food, music, and culture collide online – and what smart brands are doing about it.Joel’s built a platform decoding brand moves for his audience (over on @coldestjoel), while building for brands behind the scenes. He shares what’s working, what’s

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00:42:09

How MCoBeauty Crashes Trends, Wins True Brand Fans &...

Building Brand Advocacy ·

2025/07/16

What do you get when you combine razor-sharp humour, social-first instincts, and a refusal to play by the rules?An equal-parts entertaining, and practical, deep dive into brand building on social today.This week, Verity sits down with Gabriel Gomez (Head of Social & Community @ MCoBeauty (US), Creator & Speaker) to explore how one of Australia’s most-followed beauty brands is winning the US market. Spoiler alert: it’s by moving fast, listening closely, and making the right kind of noise

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00:37:06

Innocent, Surreal & The Copy That Builds Cult...

Building Brand Advocacy ·

2025/07/09

Can you build Brand Advocacy in punchlines?John Thornton thinks so. Kind of.Verity sits down with Surreal's Senior Creative (and ex-Innocent wordsmith) to break down how brand voice becomes a business asset, how humour fuels loyalty, and why you should definitely check your QR codes before a campaign launch.This isn’t another chat about tone of voice. It’s a behind-the-scenes on…The truth about "funny" copy that drives action.What most brands misunderstand about distinctiveness.The forgotten value

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00:40:23

Forget Followers, Find “10 People That Believe In...

Building Brand Advocacy ·

2025/07/02

Is your brand actually building Advocacy – or are you still buying influence?This week, Verity’s joined by Sedge Beswick; humbly, one of the most sought-after voices in modern marketing. She’s the exited Founder of Seen Connects, Strategic Advisor to multiple brands, a Public Speaker, Mentor, and the original architect behind the ASOS social team.From why the term ‘community’ is losing meaning, to what TikTok Shop strategies are still missing, Sedge offers a cutting breakdown of where brands get it

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00:32:03

How You Build Brands Gen Z Actually Care About,...

Building Brand Advocacy ·

2025/06/25

This is about more than Gen Z.It’s about the way they’ve reshaped marketing for everyone.This week, Paul chats with Lara Stallbaum (CEO & Founder @ Twirl) and Rosie Donoghue (Digital Marketing Manager @ Umberto Giannini) LIVE from London’s Brand Advocacy Summit to unpack:✨ How to speak Gen Z’s language without losing your brand.✨ Why performance marketing isn’t enough anymore.✨ The surprising way Gen Z are reshaping product and brand loyalty.And of course, the big one…How to build Advocacy with

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00:35:30

YouTube Isn’t Social, It’s Search: Build A Channel...

Building Brand Advocacy ·

2025/06/18

YouTube has been around for nearly two decades. So, why are most brands still so bad at it?For this chat, Paul & Verity sit down with Chloe McCullough (YouTube Lead @ JD Sports & consultant to brands like SheerLuxe) to ask what building a real brand channel looks like.From scrapping paid media to focusing on organic reach, from creator-first strategies to serialized formats that cut through; Chloe’s taken JD from a confused content mix to a media powerhouse. In this episode, LIVE from the

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00:34:46

Kurt Geiger Confirmed: The New Brand Currency Is...

Building Brand Advocacy ·

2025/06/11

What do pop-ups, playful giant handbags, and hyperlocal partnerships have in common?They’re not stunts. They’re strategy.Recorded LIVE at the Brand Advocacy Summit: London, this is the second of four exclusive episodes – straight from the stage.Verity & Paul sit down with Pascale Montaner (VP of Global Marketing @ Kurt Geiger) and Louisa O’Connor (Managing Director @ Seen Presents) to dig into why the smartest brands are leaning hard into the experience-driven economy.From transforming

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00:32:53

Here’s How You Actually Foster Community, Like Free...

Building Brand Advocacy ·

2025/06/05

Harsh truth: everything you know about community is outdated.Let’s get to the heart of a word marketers love to throw around, but rarely define.This week, join us LIVE from the stage of the Brand Advocacy Summit: London — kicking off a four-part mini series from the day with a heavy hitter.Verity sits down with Lucy Murray (Brand Director @ Free Soul), Emily Mitchell (Marketing Director @ Tropic Skincare), and Paul Hickey (Group Director @ SAMY Alliance), to unpack what brand love actually looks

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00:50:42

3 Ps, No BS: Start With People, Passion & Purpose To...

Building Brand Advocacy ·

2025/05/28

There’s no brand magic without brand meaning. The biggest names in beauty know this. This week, Verity sits down with Coryn Brisbane (Brand & Marketing Consultant | ex-VIEVE, Charlotte Tilbury, Flannels, Glossybox) to talk brand values, internal Advocacy, and what happens when beauty brands scale too fast, too superficially.With a powerhouse CV and a fierce belief in brands that live their values, not just listing them, Coryn’s sharing unmissable insider advice from the industry’s

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00:48:39

From Nike’s Strategy To Bugaboo’s Cult Strollers,...

Building Brand Advocacy ·

2025/05/15

What happens when you build brand love from the ground up – and actually mean it?You get an approach that’s part Nike discipline, part Bugaboo heart, and it works.Dive into the tactical how of scaling a brand through hyper-local community building, influencer relationships that last years, and turning your customer service team into your brand’s secret weapon.Paul sits down with Jeanelle Teves (Chief Commercial Officer @ Bugaboo | ex-Nike) to unpack the brand’s standout growth in North America,

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00:42:33

Stop “Constantly Pedaling Content” & Start Putting...

Building Brand Advocacy ·

2025/05/07

Disruption isn’t a claim. It’s a commitment.This week, Verity sits down with Leah Uka (Chief Brand Officer @ Jewells) who shares how to build a brand that actually does things differently. From Combat Medic to Founder to global Brand Leader, Leah’s path defies the expected – and so does her approach to brand-building.Jewells is set to reframe the jewelry space by making every product personal, every store unforgettable, and every customer a potential Advocate. Leah’s insights are razor-sharp;

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00:41:43

Why The Old Brand-Influencer Playbook Is Dying (&...

Building Brand Advocacy ·

2025/04/30

Affiliate links? No thanks.Pop-ups over panels? Think again.A content creator using AI to replace herself? Now we’re listening.Season 2 of Building Brand Advocacy is officially in-swing. This week, Verity’s in New York with Gigi Robinson – a Creator Expert, Social Specialist, Founder, Chronic Illness Advocate, and trusted partner to brands like Liquid IV, obé Fitness, and Stanford University (yes, really).If you want a real-time pulse check on how creators are thinking (and how your brand should be

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00:33:10

100 Episodes: The Unforgettable Bits, Lessons &...

Building Brand Advocacy ·

2025/04/23

What’s rarer than viral growth, and more powerful than performance marketing?Sustained Advocacy.It’s what the brands on this show have built, and what this 100th episode is here to celebrate.To mark the special milestone, Paul & Verity are looking back on the unforgettable moments, tactics, and truths from 100 conversations with the sharpest minds in brand building – the CMOs, Founders, and community-first Marketers behind some of the world’s fastest-growing names.This is more than a recap. It’s

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00:47:40

Why Perfect Brands Fail & Honest Ones Build Advocacy...

Building Brand Advocacy ·

2025/04/16

Why do polished brands stall, while real ones build Advocacy?Because today’s consumers don’t want perfection. They want proof. This week, Erica Cocilova (Chief Executive Officer @ Ethique Beauty) joins Verity in New York to unpack why substance, imperfection, and product obsession are the future of brand building. From rebrands & B Corp audits to salon takeovers that win over skeptics, Erica’s approach proves brand trust isn’t bought – it’s built. Solid product, transparent leadership, and

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00:15:29

Advocacy 101: How Founders Turn Creators, Customers &...

Building Brand Advocacy ·

2025/03/19

The strongest brands aren’t built through ads. They’re built through people.Welcome to a special Advocacy 101 episode, where five expert insights are remixed into one helpful guide. The time, it’s Founders’ takes on turning creators, customers, and those in your brand network into your most powerful brand champions.Featuring lessons from Lucy Aylen (Founder @ Never Fully Dressed), Marielle Wyse (Founder & Director @ WYSE London), Haeni Kim (Founder & Creative Director @ KITRI), Lucy Toone

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00:38:55

Make Brand Content People Actually Want To Watch,...

Building Brand Advocacy ·

2025/03/12

How do some brands thrive on social while others struggle to make an impact?The best know they’re not just competing with other brands – they’re competing with viral creators, meme accounts, and even second-screens.So, here’s your tactical framework for standing out in the never-ending scroll.This week, Miranda Shanahan (Brand Consultant & Content Creator on @mirandadoesbrands) joins Verity to break down how brands can win attention, keep it, and convert it into lasting impact. With a career

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117 results

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