Building Brand Advocacy

Paul Archer and Verity Hurd
  • 5.0 (25)
  • Marketing
  • Updated weekly

Building Brand Advocacy is a tactical marketing podcast exploring how the world’s most impactful brands grow. Hosted by Paul Archer and Verity Hurd, the show explores the tactics and strategies behind modern brand building. Each episode breaks down how category-defining brands, platform leaders, and industry insiders rewriting the rules of growth and the tactics, strategies, and decisions other brands can apply immediately. This podcast is your marketing playbook.

  1. 4 days ago

    Cannes Lions CMO on Community, Advocacy & What Actually Moves Revenue

    In this weeks episode of Building Brand Advocacy, we invite the CMO of Cannes Lions to join us ahead of the festival to unpack what's actually shifting in advocacy, creator marketing, and how the Lions are judged in 2026. plus hard strategies for measuring community, elevating marketing in the boardroom, and driving real ROI. In this episode, we cover: What to expect from Cannes Lions in 2026  What’s changing in advocacy & creator marketing The Lion judgement process at Cannes Opportunities for CMOs to elevate marketing in boardrooms  How to effectively measure community  The next generation of CEO & CMO’s Building community through credibility  Chapters 00:00 Welcome and Guest Intro 01:36 How Cannes Lions Has Evolved 05:20 CMO Pressure and Priorities 09:05 How Cannes Lions Judging Works 15:12 Proof Creativity Drives Growth 18:31 Merging Brand and Performance 22:14 Boardroom Alignment and Metrics 29:31 How to Measure Community Impact 34:19 The CMO of 2030 39:25 You Cannot Buy Attention 42:28 AI and Creative Possibility 45:01 Cannes Week Wrap Up 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH ILARIA LinkedIn: https://uk.linkedin.com/in/ilariapasquinelli FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy Paul: TikTok: ⁠www.tiktok.com/@building.brand.advocacy⁠ Verity: www.linkedin.com/in/verityhurd/

    46 min

  2. 10 Jun

    Is The Creator Economy Broken? ft. Manuel Albuquerque

    In this live episode of Building Brand Advocacy, Verity sits down with Manuel Albuquerque, founder & CEO of Prime Tag, to unpack the AI revolution reshaping the creator economy from the inside out.  From the real pressures facing time-poor marketing teams to the problems AI is actually solving (and the myths it's not), Manuel brings the entrepreneur's perspective that brand builders need right now. In this episode, we cover: Manuel’s journey to entrepreneurship in the influencer space The time poor pressures of marketing teams How AI is influencing the creator economy  The problem that AI is solving for marketing teams Busting AI myths around the creator economy  If you're navigating influencer strategy in an AI-first world, this one is essential listening. CHAPTERS 00:00 People And Data First 01:18 Creator Economy Boom 01:59 From Basketball To Tech Startup 04:08 The Influencer Stigma Debate 05:24 Current Status: Bad Data And No Time 06:38 AI Mindset Myth 09:02 Augmented Intelligence Not Artificial Intelligence 10:42 Myth Busting Rapid Fire 12:17 How AI Is Changing Business Models 15:29 Finding Effective Creator X Brand Matches 16:45 Brand Advocacy Advice 🔔 Subscribe to Building Brand Advocacy for weekly conversations with the people reshaping how brands grow. CONNECT WITH MANUEL LinkedIn: https://www.linkedin.com/in/manuelvicalbuquerque/ PrimeTag: https://www.primetag.com/ FOLLOW US Verity: https://www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy

    18 min

  3. 27 May

    How Grace Andrews Builds A Content Strategy In 5 Steps

    We’re back with another mastermind episode. This week, Grace Andrews takes us through her 5 step framework for building a high performance content engine, from identifying content signals (before selecting platforms) to measuring success metrics that are relevant to you and your brand. In this episode, we cover: 07:05 Step 1: Identifying Content Signals  11:47 Step 2: Approach To Content Formats 26:31 Step 3: The Platform Specific Strategy 28:43 Step 4: Where Creators Fit Into Your Content Strategy 32:56 Step 5: How To Measure For Success  🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH GRACE Instagram: ⁠https://www.instagram.com/graceandrewsss/⁠ YouTube: ⁠https://www.youtube.com/@graceandrewsss⁠ TikTok: ⁠https://www.tiktok.com/@graceandrews7⁠ FOLLOW US Subscribe: ⁠www.youtube.com/@buildingbrandadvocacy⁠ Instagram: ⁠www.instagram.com/building_brand_advocacy⁠ TikTok: ⁠www.tiktok.com/@building.brand.advocacy⁠ Paul: TikTok: ⁠⁠www.tiktok.com/@building.brand.advocacy⁠⁠Verity: ⁠www.linkedin.com/in/verityhurd/

    39 min

  4. 13 May

    Building TRIP: How a Challenger Brand Conquered the Wellness Drinks Market

    In this episode of Building Brand Advocacy, I sit down with Alice Ratcliffe, Head of Brand at TRIP — the wellness drinks brand rewriting the rules of brand positioning in one of the most crowded categories on the market. Alice pulls back the curtain on how TRIP went from scrappy challenger to a brand that commands culture, loyalty, and shelf space — and what it's really taken to scale that story into the US. In this episode, we cover: How to stand out in a saturated wellness & drinks market TRIP's influencer strategy and why it's built differently to most other brands Integrating celebrities into your brand without losing authenticity The real strategy for brand building in the US Why employee advocacy is one of the most underrated tools in a marketer's arsenal How to integrate AI for effective brand building in 2026 The honest challenges of being the underdog and how to turn them into an advantage CHAPTERS 00:00 The Polished Brand Problem 02:03 Finding Branded White Space 06:00 Regulation Into Advantage 07:36 Always On Brand Building 10:17 How To Earn Consumer Trust 16:06 Creators Influencers Celebs 23:25 US Expansion Playbook 26:30 Approaching Employee Advocacy 28:39 Scaling Without Gatekeeping 29:51 Email List vs Community 31:15 AI Vs IRL  33:36 Hosting Inclusive Brand Events 35:50 Winning on TikTok Shop 39:52 Global Growth and Accounts 44:26 Powerful Founder Partnerships 🔔 Subscribe to Building Brand Advocacy for weekly conversations with the people reshaping how brands grow. CONNECT WITH TRIP Instagram: https://www.instagram.com/trip.drinks/ TikTok: https://www.tiktok.com/@trip.drinks FOLLOW US Verity: https://www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy

    50 min

  5. 29 Apr

    Is your brand engineered for advocacy? | The Advocacy Maturity Model

    In this mastermind episode of Building Brand Advocacy, we break down the Advocacy Maturity Model, a strategic framework for diagnosing exactly where your brand sits on the advocacy spectrum and the precise steps to move from passive mentions to a fully activated community-led growth engine. Think of it as your strategic advocacy playbook, the kind of session your brand team needs to align on advocacy as a core brand lever rather than a marketing afterthought. Inside this episode: The 5 stages of brand advocacy maturity and how to identify which stage you're at right now Why most brands plateau at stage 2 and never break through to genuine brand love The structural shifts your team needs to make at each stage of the model How to turn community-led growth into a measurable brand asset The metrics that actually matter when tracking advocacy momentum If you’re a marketing leader trying to restructure your team's advocacy strategy, this episode gives you the framework to stop guessing and start growing with intention. 🔔 New episodes every Wednesday — subscribe so you never miss an episode. FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacyVerity: www.linkedin.com/in/verityhurd/

    31 min

  6. 22 Apr

    Grace Andrews: Why Your Employees Are Your Most Powerful Brand Asset in 2026

    In this episode of Building Brand Advocacy, Verity sits down with Grace Andrews to unpack the real shifts happening in social right now  and what forward-thinking brands are doing to stay ahead in 2026 and beyond. Grace brings a sharp, strategic lens to one of the most underutilised growth levers in marketing today: employee advocacy. We go deep on why building brand growth from the inside out isn't just about brand culture but something much bigger. We then go onto discuss how to build an effective and experimental content eco-system as well as understanding how to navigate YouTube as long form presence is growing within the digital landscape.  In this episode, we cover: The evolution of social trends shaping brand strategy in 2026 A strategic framework for building genuine employee advocacy How to drive real brand growth through your people not just your paid channels Effective content experimentation strategies that actually move the needle Why YouTube is the deepest, most underrated content channel for brand building The trends smart brands are already preparing for in 2026/2027 CHAPTERS 00:00 Episode Trailer  01:30 Meet Grace Andrews 02:23 2024 Trend Check  06:52 Employee Advocacy Basics 09:20 Building The Employees Advocacy Infrastructure 14:52 Ownership And Founder Role 17:11 Incentivising Employee Advocacy 19:22 Building A Content Experimentation System 22:29Dummy Social Channels for Safe Testing 24:09 Case Study of the Shameless Network 28:48 YouTube vs Social Scrolling 31:29 Where YouTube Fits into Teams 33:48 Low Lift YouTube for Brands 35:30 Future Creator Brand Partnerships Whether you're a founder, marketing lead, or brand strategist — this conversation will change how you think about where your next wave of growth actually comes from. 🔔 Subscribe to Building Brand Advocacy for weekly conversations with the people reshaping how brands grow. CONNECT WITH GRACE Instagram: https://www.instagram.com/graceandrewsss/ YouTube: https://www.youtube.com/@graceandrewsss TikTok: https://www.tiktok.com/@graceandrews7 FOLLOW US Verity: https://www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy

    37 min

  7. 8 Apr

    Why more brands should become entertainment first | The Red Bull Strategy

    In this episode of Building Brand Advocacy, we're unpacking the seismic shift happening in marketing right now: is branded entertainment replacing paid ads? We dig into why the smartest brands are investing in long-form content, storytelling, and entertainment-led campaigns, and how this changes everything from team structure to ROI measurement. What we cover: Should brands have Global or local social media accounts The perfect niche to scale strategy  Branded entertainment vs paid ads The  Redbull playbook Whether you're a founder, a marketing lead, or a brand builder trying to do more with less — this is the episode that reframes where your budget should actually be going. 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH PAUL & VERITY Paul: www.linkedin.com/in/paulkarcher/ Verity: www.linkedin.com/in/verityhurd/ FOLLOW US Paul: https://www.linkedin.com/in/paulkarcher/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy

    6 min

  8. 1 Apr

    Is Community The New Influencer? Founder of CLIQ Community App

    Are communities replacing influencers? In this episode of Building Brand Advocacy, Paul sits down with Nicola Gunby, co-founder of CLIQ,  to talk about why the brands winning right now aren't chasing reach, they're building belonging. We go deep on the concept of the 'third space' and why it might be the most underutilised tool in your brand's growth strategy right now. In this episode we cover: The journey behind CLIQ and why Nicola built it What 'third space' communities are and why they matter for brands What it actually takes to build real, lasting community (it's not what you think) How brands can use CLIQ as a community-building tool Frameworks for measuring community impact — beyond vanity metrics Online vs IRL: which builds deeper brand loyalty? This one is essential listening if you're a CMO or marketing lead questioning where influencer budgets should actually go in 2025. CHAPTERS 00:00 Introduction 04:29 Community as the Third Place 08:19 Where Brands Go Wrong with Community 13:59 Cliq Brand Case Studies  19:21 Measuring Community ROI 26:17 Measuring Community Event Demand 28:30 Tap Into Existing Communities 29:40 Samsung Community Case Study 35:17 Online vs In Person Community  37:34 Sub Communities Strategy 41:40 Geo Local Community 44:18 Cringe Or Community 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH NICOLA Instagram: https://www.instagram.com/nicolargunby/ LinkedIn: https://www.linkedin.com/in/nicola-gunby/ CLIQ: https://www.instagram.com/findyourcliq/

    48 min
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About

Building Brand Advocacy is a tactical marketing podcast exploring how the world’s most impactful brands grow. Hosted by Paul Archer and Verity Hurd, the show explores the tactics and strategies behind modern brand building. Each episode breaks down how category-defining brands, platform leaders, and industry insiders rewriting the rules of growth and the tactics, strategies, and decisions other brands can apply immediately. This podcast is your marketing playbook.

Information

  • Creator
    Paul Archer and Verity Hurd
  • Years Active
    2022 - 2026
  • Episodes
    141
  • Rating
    Clean
  • Copyright
    © Paul Archer and Verity Hurd
  • Show Website
    Building Brand Advocacy

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