Building Brand Advocacy

Paul Archer and Verity Hurd
  • 5.0 (2)
  • 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. 18H AGO

    The Content Strategy Framework Your Competitors Are Ignoring | Grace Andrews

    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

  2. MAY 13

    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

  3. APR 29

    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

  4. APR 22

    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

  5. APR 8

    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

  6. APR 1

    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

  7. MAR 25

    Why Every Brand Should Think Like a Creator | Sidemen's Manager Reveals All

    Is influencer marketing dead? Jordan Schwarzenberger, the man behind the Sidemen's evolution from creators to a multi-million pound enterprise, thinks brands have got content eco-systems wrong. In this episode of Building Brand Advocacy, we break down why the smartest brands are ditching traditional influencer marketing and becoming organic content engines instead. Jordan reveals the exact content strategy that scaled the Sidemen from a YouTube group into a business empire and how any brand can steal from the creator economy strategy. We go deep on building a content hemisphere, why entertainment-first marketing beats ads, and how to turn community into customers through brand advocacy. In this episode we cover: Sidemen evolution from creators to an enterprise business. The opportunity for brands to become content engines. Why influencer marketing is dead. Why brands and 10 years behind in content and how to create a solution to get ahead. Whether you're a CMO, marketer or brand founder, this episode is your blueprint for building a content marketing strategy that actually compounds. CHAPTERS 00:00 Introduction 02:38 Building the LADBible Agency 07:16 Scaling The Sidemen Businesses 11:16 Defining A Content Infrastructure 12:27 Side Plus Membership Model 17:27 How Brands Should Be Working With Creators 20:23 End Of The Transactional Influencer Model  23:04 Discovery IS Replacing Followers 26:07 The Influencer Economy Collapse 28:33 Traditional Campaigns Are Dead 30:04 Monoculture To Micro Communities 38:24 The CMO Playbook  41:40 Contribution Marketing To Serve Then Sell 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH JORDAN LinkedIn: https://www.linkedin.com/in/jordanschwarzenberger/ Instagram: https://www.instagram.com/jordanschwarz/ TiKTok:  https://www.tiktok.com/@jordanschwarzenberger FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy

    44 min

  8. MAR 18

    How to Build, Scale & Actually Use AI in Marketing

    AI for brands is already here. It’s making a shift and as marketing teams, we should be reactive. But the reality is that most brands are still figuring out where to start. In this episode of Building Brand Advocacy, we break down the real state of AI for brands right now. What's working, what's just noise and how to make AI work for YOU without losing the human touch that drives real brand advocacy. In this episode, we cover:  The current state of AI for brands How to make AI work for you and your team today How AI will reshape marketing resources and team structures Practical ways to use AI in your day-to-day work life Using AI to create real efficiencies across your content and marketing ops How to build, scale, and manage an AI team from scratch CHAPTERS 00:00 Build Your AI Native Dream Team 02:32 Manager of Infinite Minds 03:54 Onboarding and Feedback Loop 09:49 Future Proof Marketing Roles Form AI  15:14 Building AI Agents into Your Workflow 22:30 Repurposing Content With Agents 25:54 Scaling To 11 Agents 31:58 AI Native Mindset Shift 34:45 Create A Preference Sheet for AI 38:34 Training Cadence And Growth Whether you're a brand team trying to do more with less, or a marketing leader figuring out how to upskill your team, this episode is your AI starter kit. 🔔 Subscribe to watch our new episodes every Tuesday. CONNECT WITH PAUL & VERITY Paul: www.linkedin.com/in/paulkarcher/ Verity: www.linkedin.com/in/verityhurd/ FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy

    43 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
    139
  • Rating
    Clean
  • Copyright
    © Paul Archer and Verity Hurd
  • Show Website
    Building Brand Advocacy

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