Building Brand Advocacy

Paul Archer and Verity Hurd
  • 5.0 (24)
  • MARKETING
  • UPDATED WEEKLY
Building Brand Advocacy

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 passionate fans for Social Commerce, learn the principles of building Advocacy.

  1. How MCoBeauty Crashes Trends, Wins True Brand Fans & Ditches The Playbook ft. Gabriel Gomez

    7 HR AGO

    How MCoBeauty Crashes Trends, Wins True Brand Fans & Ditches The Playbook ft. Gabriel Gomez

    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 online. Turn this episode on and up to learn how to: Spot and Scale the Right Cultural Moments, Without 10 Approvals & a Deck: Gabe shares how MCoBeauty gets from idea to action in minutes, thanks to lean teams, shared instincts, and a refusal to overthink the feed. Build Campaigns with Cross-Functional Input (Without Slowing Things Down): Gabe’s approach flips the usual script: involve people early, keep ideas fluid, and trust that great strategy can come from any level of the org. Choose Creators Based on Connection, Not Clout: Whether it's scouting emerging talent or inviting creators into the concepting process, Gabe breaks down how MCoBeauty treats creators like consultants, not content machines. Balance Viral Chaos with Brand Clarity (and Still Forget the Playbook): Social’s a sprint, but that doesn’t mean strategy gets lost. Learn how MCo blends brand consistency with bold, off-script moves that actually land. Build a Fast-Moving, Emoji-Powered Social Culture that Thrives Under Pressure: From skipping the decks to celebrating team wins with emphasis, Gabe shows how to lead a social team that runs on energy and impact. Decide What’s a Green Flag (and What’s a Giant Red One): In a rapid-fire game, Gabe shares exactly how he filters pitches, rates brand behaviour, and why he’s definitely deleting your “$50 and a lipstick” offer. Plus: you’ll hear why TikTok is their #1 Advocacy driver, how Gabe spots red-flag creators, and the surprising platform he opens first every day. His advice is fast, fresh, and unapologetically honest – just like the brands that win on social now. Chapters 00:00 – Gabe Gomez & the MCoBeauty Mindset 03:00 – Why Dupes, Not Decks, Drive Beauty Culture Now 07:00 – Crashing Trends & Creating Chaos: Moving at the Speed of Social 12:00 – F*** the Playbook: Balancing Strategy with Spontaneity 17:00 – Creators as Consultants: Rethinking Influence & Partnerships 22:00 – The Green Flag / Red Flag Game: What Brands Get Wrong (and Right) 32:00 – Why TikTok’s Driving Advocacy, And Instagram Isn’t 36:00 – The Platform Breakdown: What’s Working, What’s Next 41:00 – How to Really Build Brand Advocacy (It’s Not a Coupon Code) Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Gabe: On LinkedIn On MCoBeauty’s Instagram (US)

    42 min
  2. Innocent, Surreal & The Copy That Builds Cult Advocacy, From The Writer Behind It All aka. John Thornton

    9 JUL

    Innocent, Surreal & The Copy That Builds Cult Advocacy, From The Writer Behind It All aka. John Thornton

    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 of comments, not campaigns. Why authenticity is less about saying the right thing, and more about knowing your place (and being flexible on your fonts). John shares the good, the bad, and the copy & collaborations that helped Surreal drive major awareness. Innocent, too.  Whether you’re a brand builder, copywriter or just here for the laughs, there’s no fluff; just real talk from someone who knows how to make cereal & smoothies go viral. Turn it up to learn: How to Create Copy that Converts, Sans-Corporate Feel: When the tone’s too polished, people scroll past. When it’s too offbeat, they don’t trust you. John shares how to strike the balance – writing copy that’s confident, irreverent, and still converts when it counts. The One Test John Uses to Decide if a Risky Idea is Actually Risky: If you want to get bold work signed off, use John’s litmus test: “What would the Daily Mail headline be?” If it’s not scandal-worthy, it’s probably just brave. Let’s break down how to push boundaries without blowing up trust, or approval chains. Why People Love Brands that Hire the “Idiot on Twitter”: It’s not about polish, it’s about presence. John explains why fast, scrappy, weirdly human replies build more loyalty than a year’s worth of branded templates. And why the best moments don’t need strategy decks; just someone funny with a login. The Difference Between Going Viral and Building Something That Lasts: Viral posts spike and fade. Advocacy sticks around. Together, John & Verity unpack how to turn attention into affinity, using humour and product to build content people choose to share – long after the algorithm moves on. Listen. Laugh a bit. Rethink your brand copy. Chapters: 03:10 – Meet John Thornton 07:00 – Why Self-Awareness Beats Tone Guidelines 09:10 – Innocent’s Process (and Freedom to Fail) 11:00 – Writing to Stand Out, Not Just Be Funny 12:50 – A Star Wars CV & Other Power Moves 14:10 – The Best Campaigns Are Barely Planned 15:40 – Defending ‘Vanity’ Metrics 16:30 – The Baked Bean Smoothie ft. Heinz 18:50 – Fonts, Risk & The Daily Mail Test 22:20 – Why Surreal Hides Its Humans 29:50 – Product Posts That Actually Get Shared 31:50 – Advocacy Is a Long Game 36:00 – Turning a Fail Into a Fan Moment 39:00 – The LoveHoney Collab Explained Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with John: On John's LinkedIn On Surreal’s LinkedIn Via Surreal’s Website

    37 min
  3. Forget Followers, Find “10 People That Believe In Your Brand” To Build Real Brand Love (Like ASOS, Red Bull & REFY Do) ft. Sedge Beswick

    2 JUL

    Forget Followers, Find “10 People That Believe In Your Brand” To Build Real Brand Love (Like ASOS, Red Bull & REFY Do) ft. Sedge Beswick

    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 wrong – and how to build smarter, bolder, more human-first influence strategies. Expect insights marketers at every level need to hear, on… How to Spot (and Support) Your First Advocates – It starts with 10 true believers. Here’s how to find them, involve them, and scale it. Why Vanity Metrics Are Killing ROI: Brands still chase follower counts and forget to audit audience fit. Sedge explains the one data check every team should make before a partnership. Creator Briefs Need an Overhaul: Trust and autonomy drive results. Learn what a great 2025 brief looks like, and how to adapt for different tiers of creators. Performance Isn’t the Enemy of Brand: There’s a new era of collaboration on the cards, right now. Hear how smart teams are reconnecting the full marketing funnel. From Run Clubs to Book Clubs: Why IRL community isn’t just a trend, it’s your moat. Sedge explains how brands like New Balance are turning participation into brand equity. Inside REFY’s Influence Model: What makes their creator strategy so sticky? From co-founders to customer-led trips, Sedge unpacks the moves that matter. It’s time to ditch short-term tactics and rethink what lasting brand love really looks like. Chapters 00:00 – Bloopers, Blunders & Building a Career in Influence 05:40 – Why Influencer Marketing Fails (And How to Fix It) 10:00 – Followers Aren’t Community: What Some Brands Still Don’t Get 12:30 – Brand vs. Performance? Merge It. 15:15 – How ASOS Built a Creator System That Actually Worked 21:30 – The Data You’re Ignoring (TikTok Shop, Instagram & Beyond) 24:10 – Refy, Glossier & the Real Power of Customer-Led Growth 34:00 – New Balance & The Action Plan for Full-Funnel Advocacy Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Sedge: On LinkedIn

    40 min
  4. How You Build Brands Gen Z Actually Care About, Straight From The Strategists

    25 JUN

    How You Build Brands Gen Z Actually Care About, Straight From The Strategists

    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 Gen Z consumers who’ll actually stick around. You’ll learn: What Umberto Giannini Found – Taking their products straight to students’ Freshers roadshows became unexpected research labs & Advocacy engines. Why Raw, Real Content (yes, even with pimple patches) Wins – Because when the vibe is honest, the message lands. Why Your Top Fans Might Already Be Creators – They’re on your CRM, they’re opening your emails, and they’re ready to create. You just haven’t activated them yet. When It’s Time To Rethink Brand Guidelines – Control doesn’t have to mean creative restriction, if you curate and brief smarter. Gen Z don’t just want something different. They want something real. This episode’s in kind partnership with Twirl; delivering scroll-stopping UGC for ads, sites, and socials, powered by a top-tier network of creators who know how to make brands shine. Learn more about them about: https://www.usetwirl.com/ Download their ‘Gen Z UGC Playbook’ here: https://www.usetwirl.com/guides/the-gen-z-ugc-playbook  Chapters  00:00 - Why Gen Z Marketing Is Everyone’s Marketing Now  04:00 - From Freshers Pop-ups to UGC Conversions  07:20 - Brand Loyalty vs. Product Loyalty  09:00 - How Connection Turns Customers Into Advocates  15:10 - Brand Guidelines vs. Raw Authenticity  20:00 - Building A Full Funnel UGC Strategy  26:30 - Why Your Customers Might Already Be Your Best Creators Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Lara & Rosie: On Lara’s LinkedIn On Rosie’s LinkedIn

    32 min
  5. YouTube Isn’t Social, It’s Search: Build A Channel That Wins Like JD Sports’ (With 0-500k Subscriber Credentials)

    18 JUN

    YouTube Isn’t Social, It’s Search: Build A Channel That Wins Like JD Sports’ (With 0-500k Subscriber Credentials)

    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 Brand Advocacy Summit: London, she lays out exactly how she did it. What you'll learn: Why YouTube Isn’t A Social Channel – And how brands should treat it instead. Chloe explains how its long-form depth, search behaviours, and retention-led success mean it plays by totally different rules. How JD Built Hit Series, Like ‘The Masked Rapper’, That Scaled Reach & Community – Replicating TV-style content can create cost-effective, bingeable formats that grow your channel. Why Most YouTube Strategies Fail –  Hint: they’re borrowed from TikTok. Hear what marketers get wrong when they treat Shorts like other short-form, and ignore long-form fundamentals. What Metrics Actually Matter – Learn how to read them like a strategist, so you can optimise your thumbnails, titles, and audience retention with clarity. When Creators Are Worth The Budget – And what to do if yours isn’t huge. Why Thumbnails, Titles & SEO Aren’t Afterthoughts – They are the strategy. See how Chloe tests & tweaks to unlock consistent growth, even before you’ve built an audience. This episode isn’t about gaming the algorithm. It’s about building an audience that stays. Chapters 00:00 – Why Brands Still Don’t Get YouTube 02:50 – What Makes a Brand Channel Actually Work 05:42 – YouTube SEO, Community & Creator Thinking 13:41 – Titles, Thumbnails & the 1% Rule 15:07 – Serialized Content: Why It Cuts Cost & Builds Audience 19:40 – Shorts Strategy & What Drives Real Growth 23:33 – Community Building & Sentiment Shifts at JD 26:40 – The 3 YouTube Metrics That Actually Matter Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Chloe: On LinkedIn On JD Sports’ YouTube Subscribe to Chloe’s Newsletter

    36 min
  6. Kurt Geiger Confirmed: The New Brand Currency Is Experience & Belonging, Not Buzz

    11 JUN

    Kurt Geiger Confirmed: The New Brand Currency Is Experience & Belonging, Not Buzz

    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 storefronts into storytelling tools, to building activations that speak louder than any ad ever could, this is the recipe for building real connection, loyalty, and long-term Advocacy. What You’ll Learn: Why We Crave IRL Connection & What Brands Must Do to Earn It: Digital fatigue is real. With 80% of Gen Z reporting loneliness, brands that build real-world spaces of belonging – not just spectacle – are winning attention and loyalty. How Pop-Ups, Sensory Design & Surprise Drive Advocacy: From stained-glass storefronts to surprise bagel drops, today's most successful brand experiences engage all the senses (as per Louisa’s expert experience); and give people stories worth telling. Why Customers, Not Celebrities, Are the New Influencers: Kurt Geiger's approach is clear – invite your true brand fans in. They're more trusted, more loyal, and often more impactful than the biggest names on your PR list. How to Build Experiences That Translate Online (and Why That Matters): In a social-first world, IRL can feel like it matters most when it makes it to the feed. Learn how top brands are creating moments that live beyond the moment, without losing authenticity. The One Mistake Most Brands Make With Experience: Spoiler: it’s trying to please everyone. The result? Experiences that resonate with no one. Find out how to focus your intent and create memory-making moments that actually move people. This isn’t about trend-chasing. It’s about experience as the new foundation of brand strategy. This episode comes to you in partnership with Seen Presents; a global agency creating culturally resonant brand experiences & experiential campaigns. Designed to deliver impact, innovation, and lasting brand fame. Learn more about the magic they’re making here: https://www.seenpresents.com/  Chapters 00:00 – Why Brand Experience Is the Strategy Now 02:39 – Loneliness, Digital Overload & the Rise of IRL Belonging 04:59 – From Elitism to Inclusion: Democratising Brand Events 07:17 – Trust, TikTok & the Rise of the Authentic Ambassador 09:12 – Building Sensory-First Experiences That Convert 11:05 – Turning Retail Into Storytelling: Inside Kurt Geiger’s Flagship Strategy 15:04 – Pop-Ups, Scale & Global Adaptation on a Budget 18:45 – Using Social to Amplify (Not Replace) Experience 20:14 – How to Make Your Digital Brand Tangible 22:08 – The Biggest Mistake Brands Make With Experiences 23:43 – Why Local Beats Luxury: Cultural Relevance Over Budget 25:20 – Getting Buy-In: How to Prove the ROI of Experience 28:50 – What Brands Overlook When Designing for Emotion 30:17 – When Experience Goes Wrong (& What to Do About It) 31:46 – The Role of AI in Accessibility & Personalisation Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Pascale & Louisa: On Pascale’s LinkedIn On Louisa’s LinkedIn

    35 min
  7. Here’s How You Actually Foster Community, Like Free Soul & Tropic Skincare

    5 JUN

    Here’s How You Actually Foster Community, Like Free Soul & Tropic Skincare

    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 like in 2025. Together, they cover: The 3 Truths Behind Community: From off-the-grid connections to consumer-run spaces, find out what today’s best brands know. Real Talk on Events, Activations & Intimacy: Smaller, meaningful events trump 400-person spectacles. You know this, so hear the real best practice for acting on it. When the time comes, scale doesn’t have to mean soulless, either. What Listening Actually Looks Like: Learn how Tropic’s 20k-strong ambassador base & Free Soul’s biggest Advocates guide product and marketing decisions – no red tape needed. Why Emotional Connection Still Wins: From Free Soul’s community-built retreats to grassroots wellness events (touching grass, wholly included), discover what keeps customers coming back. Social Listening with a Human Lens: Hear how SAMY Alliance challenges traditional sentiment tracking with one goal; to get under the skin of what audiences really think. This one is for any brand that wants to build community beyond a hashtag & follow back. No fluff. No filter. Just what works. This episode is in partnership with SAMY Alliance; a global network of creative and data-driven marketing agencies helping brands grow through cutting-edge insights, human connection, and digital innovation. You can learn more about these good folk here: https://samy.com/en/  Chapters 00:00 – What Is Community in 2025, Really? 03:48 – Free Soul’s Ground-Up Community Strategy 06:01 – When Wellness Events Build Real Belonging 08:56 – How Tropic Skincare Co-Creates With Its Ambassadors 10:27 – Listening Without Red Tape (And Acting On It) 12:15 – Why Social Listening Needs a Human Lens 14:01 – Tropic’s Infinite Purpose (And How It Drives Loyalty) 16:04 – Building Emotional Connection at Scale 18:35 – The Tangible Impact of Products Like Free Soul’s 21:33 – Personalisation & Segmentation That Actually Resonates 22:50 – Accountability: The Ultimate Signal of Community 24:27 – When Customers Speak To Each Other 27:00 – Copied Community Strategy? Blinkers On. 28:55 – Authentic Customer Stories: The Real Advocacy Engine Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Lucy, Emily & Paul: On Lucy’s LinkedIn On Emily’s LinkedIn On Paul’s LinkedIn

    33 min
  8. 3 Ps, No BS: Start With People, Passion & Purpose To Build Like Legend-Status Beauty Brands Do ft. Coryn Brisbane

    28 MAY

    3 Ps, No BS: Start With People, Passion & Purpose To Build Like Legend-Status Beauty Brands Do ft. Coryn Brisbane

    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 front-lines. She’s led product launches, like Pillow Talk Mascara and Airbrush Bronzer. She’s scaled brands from startup to sell-out. But her insights go deeper than shade names and social content. This is about embedding brand from the inside out; and protecting it (flexibly) at all costs. Hit play to learn how to: Challenge Surface-Level Values: Coryn breaks down how to tell if your brand pillars exist only on paper, or are actually embedded across the team. Build Employee Advocacy That Lasts: From EGC to onboarding, Coryn shares why Charlotte Tilbury got it right – and how to recreate that magic. Avoid the Short-Term Trap: See firsthand how chasing quick wins chips away at long-term trust (and what to do instead). Reframe the Role of Brand Teams: Brand isn’t a nice-to-have; it’s the function that unifies every customer touchpoint. Ignore it now at your brand’s future peril. Ask Better Questions, To Build Smarter Brands: The best marketers don’t just have answers – they ask the right questions. Start with “Why?” If you’ve ever felt like your team’s running a hundred miles an hour without a clear direction, this one will hit home. Listen. Challenge. Build Advocacy from the inside out. Chapters: 00:00 – Why Team Advocacy Beats Surface Values   02:22 – Building Strategy from Brand Pillars   05:13 – What Brand Storytelling Should Really Do   08:20 – Employee Advocacy: What It Looks Like (When It Works)   11:31 – How Charlotte Tilbury Built Belief Internally   13:35 – The Danger of Chasing Short-Term Wins   15:15 – Staying True to Your Brand as You Grow   18:35 – The Influencer Myth That Still Hurts Brands   22:11 – How to Nurture Creators for the Long-Term   27:10 – Why Brand Teams Are Not “Nice-to-Haves”   31:20 – What Founders Get Wrong About Community   36:45 – Defining Community (And If You Even Have One)   39:10 – Turning Insight Into Product Innovation   42:46 – Decipher: A Case Study in Customer-Led Branding   45:08 – The Question Marketers Should Ask More Often   48:30 – The Real Way You Build Brand Advocacy   Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Coryn: On LinkedIn

    51 min
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About

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 passionate fans for Social Commerce, learn the principles of building Advocacy.

Information

  • Creator
    Paul Archer and Verity Hurd
  • Years Active
    2022 - 2025
  • Episodes
    112
  • Rating
    Explicit
  • Copyright
    © Paul Archer and Verity Hurd
  • Show Website
    Building Brand Advocacy

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