48 episodes

From renowned marketers to visionary brand builders, the Building Brand Advocacy podcast shares unique perspective and practical tips to help you unleash the full potential of brand advocacy.Whether you’re an emerging startup aiming to establish your brand or an established organisation seeking to amplify your impact, Building Brand Advocacy equips you with the tools to forge lasting connections and set your brand apart. Join Paul Archer as he unravels the secrets of brand advocacy to help you pave the way for a thriving brand that inspires unwavering loyalty.
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Building Brand Advocacy Duel Tech

    • Business
    • 5.0 • 1 Rating

From renowned marketers to visionary brand builders, the Building Brand Advocacy podcast shares unique perspective and practical tips to help you unleash the full potential of brand advocacy.Whether you’re an emerging startup aiming to establish your brand or an established organisation seeking to amplify your impact, Building Brand Advocacy equips you with the tools to forge lasting connections and set your brand apart. Join Paul Archer as he unravels the secrets of brand advocacy to help you pave the way for a thriving brand that inspires unwavering loyalty.
Hosted on Acast. See acast.com/privacy for more information.

    How Beauty Brands Win on Amazon: Lessons from Laneige, Proven Growth Tactics & Exploring Affiliate Ecosystems ft. Renee Parker

    How Beauty Brands Win on Amazon: Lessons from Laneige, Proven Growth Tactics & Exploring Affiliate Ecosystems ft. Renee Parker

    What’s the one thing every beauty brand should be doing on Amazon, that most don’t? 
    For this empowering episode, Paul welcomes Renee Parker to the podcast – an expert in beauty on Amazon and Co-Founder of Invinci, an Amazon agency. 
    Uncover the untold story of luxury beauty on Amazon and learn how to seize control of your brand's narrative and tap into the colossal opportunity on the world's biggest retail platform.  
    If you’ve been holding back from associating your luxury brand with Amazon, there’s one thing Renee wants you to know. Your products are already on there; they’re simply being resold by a guy named Gary, from his basement, and you have no control over his distribution tactics or the narrative he crafts.
    There’s an opportunity to shake up the beauty industry’s entrenched approach, here. To regain control of your brand’s narrative, and make access to beauty intersectional. 
    In this detailed conversion, you’ll gain strategic insights, differentiation tactics, and essential steps to thrive in the Amazon landscape. Also learn the one thing every beauty brand should be doing on Amazon, that most don’t.
    Rate & review Building Brand Advocacy:
    Apple PodcastsSpotify
    Connect with Renee:
    Renee’s LinkedInInvinci’s LinkedInInvinci’s Website


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    • 45 min
    AllSaints: The Founder's story, styling Super Bowl Bands and Dressing Rock Icons ft. Stuart Trevor

    AllSaints: The Founder's story, styling Super Bowl Bands and Dressing Rock Icons ft. Stuart Trevor

    Step into the captivating world of Stuart Trevor, the maverick behind AllSaints, as he details his journey from humble beginnings to global fashion influence. 
    From dressing acts at the Super Bowl and outfitting every major British rock band, to creating the studded belts and leather jackets every millennial had to have. Stuart is a titan of the industry, for good reason. He became Head of Design for Reiss at only 18, going on to found 3 successful brands of his own – first AllSaints, then Bolongaro Trevor, and the eponymous Stuart Trevor.
    Raised on a shoestring budget, Stuart's artistic flair blossomed against all odds. From hand-me-downs given a rebellious twist to late-night art clubs, his obsession with design propelled him forward. 
    Join us as we delve into the genesis of AllSaints, born from Stuart's vision and sheer determination. Discover how he transformed modest ideas into fashion powerhouses, each one revolutionizing the industry.
    But it wasn't just leather jackets and trends. Stuart's secret? He cracked the elusive menswear code. By dressing rock bands before influencer culture took center stage, his designs sparked conversations; be it on stage, at fashion weeks, or a casual chat at the pub. Each piece resonated, igniting a sartorial revolution.
    Stuart's journey is about more than his trailblazing clothes. It's about forging relationships, breaking boundaries, and creating brand identities that speak volumes. It's a testament to the power of authenticity, community, and the art of sparking a conversation. 
    Join us as we unravel the story of a brand (and man) that defied conventions, creating a legacy that’s lasting impact is felt across the fashion world today. 
    Rate & review Building Brand Advocacy:
    Apple PodcastsSpotify
    Connect with Stuart:
    Stuart’s LinkedInStuart’s InstagramStuart Trevor on InstagramStuart Trevor’s Website

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    • 1 hr 11 min
    Recoding Brand DNA: Breaking Fashion’s Rules, Humanizing Aspiration & Rethinking Influencer Plays like ESPRIT ft. Ana Andjelic

    Recoding Brand DNA: Breaking Fashion’s Rules, Humanizing Aspiration & Rethinking Influencer Plays like ESPRIT ft. Ana Andjelic

    Legacy fashion brands have plenty of gravitas. They are the industry’s titans. But what becomes of them when nostalgia can’t sustain relevancy?
    A rewriting of brand DNA is needed. To become modern, playful, and cool, every brand must break fashion’s traditional rules. While you’re not an anarchist, ripping them up for the sake of it, you will rebuild a brand that knows where it stands; in relation to the culture, the consumer, and the category again.
    Ana knows the secret to doing that.
    In this episode of Building Brand Advocacy, Paul sits down with aspiration Guru & Chief Brand Officer at ESPRIT, Ana Andjelic. Author of ‘The Business of Aspiration’ and creator of ‘The Sociology of Business’ newsletter, Ana shares authentic advice from her vast experience building brands with a culture-first approach. As the ex-CBO of Rebecca Minkoff, ex-CMO of Mansur Gavriel, and ex-CBO of Banana Republic – where she led the label’s iconic rebrand in 2021 – no-one is better placed to help reinvent your fashion marketing strategies.
    With advice for finding creators as you would friends and tactically translating your brand’s values in every campaign, Ana reminds fashion Brand Builders of something many forgot. If you’re in fashion, you’re in the business of fun. 
    Discover Ana’s vision for bringing brand & performance marketing together (like she successfully did at Banana Republic and ESPRIT), the brands she sees injecting a healthy dose of playfulness (Corteiz, Jacquemus, or Casablanca anyone?), and how B Corp’s philosophy of betterment can be built into any brand’s strategy.
    Tune in to hear why shortcuts to customer acquisition never work, and why playing the long-game always will.
    Rate & review Building Brand Advocacy:
    Apple PodcastsSpotify
    Connect with Ana:
    Ana’s LinkedInAna’s Instagram, Threads, and XSubscribe to The Sociology of BusinessRead The Business of Aspiration

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    • 38 min
    Driving Brand Love: Decoding 2024’s Social Media Trends, Sephora’s Success & Predictions for Powerful Advocacy Strategies ft. Verity Hurd

    Driving Brand Love: Decoding 2024’s Social Media Trends, Sephora’s Success & Predictions for Powerful Advocacy Strategies ft. Verity Hurd

    For this special episode of Building Brand Advocacy, Duel's Weekly Debrief is brought to life. Expanding on our popular LinkedIn Newsletter, it’s a captivating exploration of the week’s must-know social media news and the trends that deserve more than a cycle for 2024. 
    Verity Hurd, Brand Advocacy & Community Lead at Duel, dives into a dynamic week of updates in social media – taking you beyond the written word, straight into actionable tactics. She unpacks two game-changing social updates and presents a crystal-clear vision of the trends that will define 2024, to support your Brand Advocacy efforts.
    First, TikTok's exclusive tips crafted for fashion brands are shared; providing innovative strategies to captivate your audience in the ever-changing fashion landscape. Then, Instagram's latest update is dissected – one that could propel User-Generated Content (UGC) to new heights. You’ll learn how to leverage this tool to foster meaningful connections, and engage your community in innovative ways.
    Plus, Verity shares her advice on reaching new audiences by embracing community-driven approaches and fostering authenticity. Learn the secrets to building lasting relationships that transcend traditional marketing boundaries. Drawing inspiration from the Brand Advocacy powerhouse, Sephora, Verity discusses how the beauty brand mastered the art of engaging their audience and turning customers into passionate Advocates.
    Community trends are discovered, by tapping into consumer behavior and gamification. Uncover how these trends are reshaping the digital landscape and providing exciting opportunities for brands to connect with their audience on a deeper level.
    Tune in. Absorb the insights. Gear up to navigate the trends that will define 2024. 
    Rate & review Building Brand Advocacy:
    Apple PodcastsSpotify
    Connect with Verity, check out our Weekly Debriefs & apply to join the Brand Builders Collective here:
    Verity’s LinkedInApply for your place in the Brand Builders CollectiveRead Duel’s Latest Debrief Subscribe to Duel’s Weekly Debrief 


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    • 14 min
    Unlocking the Secrets of e.l.f.’s ‘Beauty Squad’: The Power of Community Loyalty ft. Verity Hurd

    Unlocking the Secrets of e.l.f.’s ‘Beauty Squad’: The Power of Community Loyalty ft. Verity Hurd

    In today's world of seemingly infinite options, the beauty industry is presented with a unique challenge. With a multitude of beauty brands vying for attention, it's a daunting task to distinguish yourself and cultivate strong customer loyalty. 
    e.l.f. Cosmetics, however, has not only risen to this challenge, but excelled at it; thanks to their ingenious 'Beauty Squad' program. This loyalty program serves as a shining example of successful community-building, offering valuable insights for any Brand Builder seeking to craft their own Social Commerce strategies.
    Join us for this short yet impactful ‘Brand Goals Breakdown’, where Paul hands the reins over to Verity Hurd, Duel’s Brand and Community Lead. Verity dives into the four pillars that have propelled e.l.f. to the pinnacle of the beauty loyalty game – with nearly 4 million members, and counting. 
    Discover how the program has become the gold standard for community-driven loyalty, and gain invaluable insights into the art of forging meaningful connections with your customers. Learn exactly how e.l.f. clinched the coveted title of the fourth-largest mass beauty company in the US, all while setting a benchmark for community-loyalty strategies the entire industry can learn from and emulate.
    Rate & review Building Brand Advocacy:
    Apple PodcastsSpotify
    Connect with Verity & Duel here:
    Verity’s LinkedInDuel’s LinkedInDuel’s InstagramDuel’s TikTok


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    • 8 min
    Amazon, Netflix & Bloom & Wild: The Six Pillars of Personalization ft. David Mannheim

    Amazon, Netflix & Bloom & Wild: The Six Pillars of Personalization ft. David Mannheim

    It’s time Brand Builders stop buying into the hype cycle of personalization, and get back down to branding basics. Personalizing for your community is one thing, but a personification of their individualization is now key. 
    Join us in welcoming David Mannheim, the guru of personalization and Founder of Made With Intent, to this episode of Building Brand Advocacy. In a far-reaching conversation, Paul and David discuss why retention doesn’t equate to loyalty, how brands can prioritize care over competency (for the sake of their community), and the art of building for long-term goals at the expense of short-term gains. 
    From breakdowns of marketing initiatives at Amazon, Disney, Netflix, Gousto, and Bloom & Wild, you’ll learn what to do (and what not to do) to win in today’s brand landscape.
    On a technical level, personalization comes down to two things; segmentation and recommendations. David knows it’s much more than that, though. From his Six Pillars of Personalization – acknowledgement, familiarity, intimacy, authenticity, care & listening – there’s plenty to be learnt.
    Master these, and you’ll be on your way to Building Brand Advocacy.
    And connect with David here:
    David’s LinkedInThe Person In PersonalizationMade With Intent
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    • 44 min

Customer Reviews

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Choffman1230 ,

Love it!

Great to have on in the background as I work. Super interesting too

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