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. 3D AGO

    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

  2. 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

  3. 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

  4. 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

  5. MAR 11

    How To Build A Community-Led Brand From Scratch (If I Started Over) | Sophie Miller’s Masterclass

    In this mastermind episode, Sophie Miller (founder of Pretty Little Marketer) breaks down the exact tactical steps she’d take to build a high-engagement community from scratch in 2026. If you’re a brand, marketer or founder trying to turn followers into a real community engine, this episode is a step-by-step guide to catapult your community strategy. In this episode, you’ll learn: 00:00 Introduction to community building  00:56 The Platform Strategy 05:06 Step 1: Connection Point 08:19 Step 2: Mission Sentence 11:09 Step 3: Connection To You, Connection To Each Other 16:24 Step 4: Thin Content 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH SOPHIE LinkedIn: https://www.linkedin.com/in/sophiealicemiller/ Instagram: https://www.instagram.com/sophiemillerrrr/ Pretty Little Marketer: https://www.linkedin.com/company/prettylittlemarketer/ FOLLOW US Subscribe: ⁠www.youtube.com/@buildingbrandadvocacy⁠ Instagram: ⁠www.instagram.com/building_brand_advocacy⁠ TikTok: ⁠www.tiktok.com/@building.brand.advocacy⁠ Verity: www.linkedin.com/in/verityhurd/

    23 min

  6. MAR 4

    Inside Trinny London, Benefit & MADE.com: The Truth About Building Brand Advocacy

    Are you building a real community around your brand or just spending budget on meaningless partnerships and vanity metrics?  In this episode of Building Brand Advocacy, Verity sits down with marketing consultant Lauren Spearman who has worked with Global brands including Benefit Cosmetics, MADE.com, Trinny London to unpack what genuine advocacy looks like today vs. a decade ago and why most influencer strategies are still stuck in 2014. We go deep on how to move from fabricated, performance-led “community” to truly invested brand advocates who buy, refer, and defend your brand online. In this episode, you’ll learn: Evolution of brand advocacy over the last 10 years How Benefit Cosmetics build a ‘warm’ brand through effective influencer strategies  How to find organic advocacy in your existing community  How to build real relationships with your influencer partners  What went into creative authentic advocacy at MADE.com The work behind Trinny London Tribe CMOs, brand and social leads, and anyone tired of pouring budget into influencer campaigns that don’t convert into real advocacy, retention, or revenue, this episode is for you.  CHAPTERS 02:37 Netmums and Real Community 06:24 Inside Benefit Cosmetics   12:20 Employee Advocacy in Action 19:33 Benefit Mascara Maldives Launch 21:37 Reframing advocacy at MADE.com 24:52 Building the Advocacy at MADE.com 30:28 Brand Advocacy vs Performance 34:26 Treating Creators as True Partners 37:26 Behind the Trinny Tribe Community 40:36 Quick fire and Wrap Up 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH LAUREN LinkedIn: https://www.linkedin.com/in/laurenspearman/ Instagram: https://www.instagram.com/laurenspearman/ TikTok: https://www.tiktok.com/@spearmanlauren 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

    42 min

  7. FEB 25

    How Glow For It Used TikTok LIVE to Make 6 Figures (Step-by-Step)

    Glow For It didn’t just “do well” on TikTok Live, they drove 6-figures in revenue in a single live shopping stream. In this 5-minute masterclass, founder Daisy Kelly breaks down exactly how it happened and what every modern brand can steal from their TikTok strategy.  In this episode, we unpack: How Daisy turned community obsession into real-time purchase intent  The TikTok LIVE moment that tipped Glow For It into 6-figure territory The structure of a high-converting TikTok Live Shopping session Why TikTok Shop is replacing traditional “influencer trips” for smart brands The mindset shift founders need to win in live commerce If you’re a founder, marketer, or growth lead wondering how to turn views into live sales, this is your shortcut. Think of it as a behind-the-scenes launch debrief: no fluff, just what actually moved the needle. CHAPTERS 00:00 Inside a Six-Figure TikTok Live 01:24 The First 60 Seconds: Hooking Viewers with a Giveaway + Hero Offers 02:24 The Offer That Made It Pop 03:40 Behind-the-Scenes Chaos 04:45 The Six-Figure Moment 🔔 Follow us to watch our new episodes every Wednesday. CONNECT WITH GLOW FOR IT  Glow For It TikTok: https://www.tiktok.com/@glowforitshop?lang=en-GB Glow For It Instagram: https://www.instagram.com/glowforitshop/ FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy

    6 min

  8. FEB 18

    The 3‑Step Framework to Organic Brand Advocacy in 2026

    Influencer trips are dead and they’re killing your organic brand advocacy. This episode is your permission slip to stop burning budget on one-off influencer posts and replace them with an advocacy engine that compounds over time and generates serious EMV. In this advocacy masterclass, we break down a clear 3-step system to build organic brand advocates: the customers, creators, and community members who talk about you relentlessly without a pay cheque in sight. If you’re deep in your influencer strategy and unsure how to switch that to building real brand advocacy, this episode is for you. In this episode, we cover: Why the traditional influencer marketing model is broken in 2026 The 3 steps to building a customer-powered advocacy engine How to turn brand customers into high-impact brand ambassadors The difference between one-off “influencer trips” and scalable advocacy systems How to calculate EMV so you can prove ROI to your CMO, CFO, or board If you want to build a brand that customers proudly talk about, this 3-step strategy is your new advocacy playbook. CHAPTERS 00:00 Why influencer marketing is broken 04:29 The problem with influencer trips & brand dinners 06:10 Building an organic advocacy engine: map your brand network 07:41 Activating advocates: channels, CRM, and ROI of marketing to fans 11:14 The 3-part framework: Who → Activities → Rewards (airline loyalty lessons) 14:13 Advocacy is a feeling: experiences, founder hustle, and early community building 16:43 From influencer pyramid to advocate segments (pro vs amateur vs semi-pro) 19:23 Measuring real brand advocacy: real EMV, revenue, and content value 24:05 The most untapped opportunity: employees & retail teams as advocates 26:36 90-second tactical recap + wrap-up 🔔 Subscribe to watch our new episodes every Wednesday. 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

    27 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
    135
  • Rating
    Clean
  • Copyright
    © Paul Archer and Verity Hurd
  • Show Website
    Building Brand Advocacy

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