65 episodes

The Building Brand Advocacy podcast unravels the secrets behind the top 1% of brands-those cultivating communities, harnessing and empowering them to drive results at scale, driving word-of-mouth and Advocacy. This podcast gets tactical with marketing leaders from brands that are leading the charge in forging lasting connections and setting their brands apart. Paul Archer & Verity Hurd, unpack the marketing playbooks from the greatest marketing folk in the fashion and beauty realms, delivering all their practical wisdom fueling success for any brand-building journey.

Building Brand Advocacy Paul Archer and Verity Hurd

    • Business
    • 5.0 • 1 Rating

The Building Brand Advocacy podcast unravels the secrets behind the top 1% of brands-those cultivating communities, harnessing and empowering them to drive results at scale, driving word-of-mouth and Advocacy. This podcast gets tactical with marketing leaders from brands that are leading the charge in forging lasting connections and setting their brands apart. Paul Archer & Verity Hurd, unpack the marketing playbooks from the greatest marketing folk in the fashion and beauty realms, delivering all their practical wisdom fueling success for any brand-building journey.

    LVMH, ELEMIS & Maesa: How Beauty Superfans Supercharge Social Commerce

    LVMH, ELEMIS & Maesa: How Beauty Superfans Supercharge Social Commerce

    Every brand has superfans; better known as your best Brand Advocates. They come in all sizes of influence – macro, micro, and nano – and often in the shape of your everyday customers. 



    If you’re not yet tapping into them to drive Social Commerce, especially in beauty, you risk falling behind the industry curve. 



    Join Paul & Verity LIVE from the Social Commerce Summit: New York 2024, at this dynamic intersection of influencer marketing, commerce, and community. They’re joined by marketing experts, Haley Schluter (Head of Consumer Engagement @ LVMH Perfumes & Cosmetics), Hannah Sheahan (Head of Social Content @ ELEMIS), and Bri Kennedy (Director of Integrated Marketing @ Maesa). 



    Together, they dive into the insider strategies and obstacles of maintaining an engaged community; and how to compliment this work with creator & Advocate partnerships that increase reach, revenue, and the depth of meaningful relationships. 



    Tune in to learn the tactics behind…




    Navigating Brand Community & Advocacy Aesthetics: Influencer-founded brands can significantly enhance brand community building; however, it's not essential for every brand to have an influencer founder. Growth can be catapulted, with or without a popular face behind a brand. The real challenge lies in balancing luxury brand aesthetics with embracing Brand Advocacy, particularly when catering to wider markets and demographics than beauty’s heritage brands typically have.




    Always-On Influencer & Organic Strategies: Organic and paid efforts should work hand-in-hand to build a credible, trustworthy, and – the word of the last years – authentic brand presence. With metrics like EMV (Earned Media Value) helping to measure overall success and win over reluctant CFOs, the earned freedom here allows the necessary resource to experiment with a wider variety of influencers and content styles; uncovering surprising and successful partnerships.




    Test & Learning with Emerging Trends: Continuing this experimentation is crucial to uncover points of community connection. The social platforms have almost unlimited Social Commerce potential, but TikTok is emerging the most powerful; particularly with TikTok Shop’s keen impact on brand sales. Dig into more of the platform’s emerging trends across the US and UK, including lower funnel campaign placements and leveraging Live content to reach more consumers.



    Listen. Learn. Nourish your brand's superfans to supercharge your Social Commerce.



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    Connect with Haley, Hannah & Bri:


    Haley’s LinkedIn


    Hannah’s LinkedIn


    Bri’s LinkedIn

    • 33 min
    Algorithms in Action: Leveraging New Rules, Insights & Creator Strategies in the Social Media Game ft. Lia Haberman

    Algorithms in Action: Leveraging New Rules, Insights & Creator Strategies in the Social Media Game ft. Lia Haberman

    Dive deep into the fast-evolving world of digital marketing with Lia Haberman, the USA’s leading expert in social media, the creator economy & influencer marketing. 

    Join Paul & Verity LIVE from the Social Commerce Summit: New York, as their conversation with Lia uncovers the latest developments across platforms; including how to deal with the significant TikTok ban, evolving features on the likes of Instagram and YouTube, and the strategic implications these have for brands engaging in Social Commerce. 

    (Which, in 2024, should be every brand.

    You know it. We know it. Your brand fans know it, too.)

    Whether you’re looking to refine your digital marketing strategy or to understand the landscape of social media better today, you’ll be armed with the necessary insights to navigate these changes effectively.

    Listen up to learn Lia’s advice for…


    Quickly Adapting to New Algorithms & Features: Explore recent changes in the social media algorithms (restrategizing for Instagram, anyone?) and the introduction of new platform features. Lia shares tactics for adapting content strategies to align, ensuring your brand remains relevant, engaging, and visible in crowded feeds.




    Turning Regulatory Challenges into Opportunities: Stare down the unknown and plan for it, optimize for it, and embrace it – a practice needed often in this industry. Hear the expert’s take on what lies ahead for the apps, and how your brand can uncover new opportunities in the face of perceived chaos. 




    Why Creator Agreements are Crucial: In times of uncertainty, creators are a brand’s holy grail. Product-first content from brand accounts can easily cross the line of trust, into the antithesis of authenticity. Who better to shout about your products than creators who love them, with trusting audiences and values well-aligned to your brand’s. Learn how to collaborate to see true conversion.



    Whether you're a seasoned marketer or starting out, this discussion is for you. 

    Start curious. Leave equipt with the knowledge to future-proof your strategies and maintain a competitive advantage in a Social Commerce landscape that changes at lightning speed. 

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    Connect with Lia & learn more:


    Lia’s LinkedIn


    Subscribe to In Case You Missed It

    • 34 min
    Lessons From lululemon: Amplifying Community, Overcoming Advocacy Obstacles & The Tactics of Successful Brands ft. Lisa Galt

    Lessons From lululemon: Amplifying Community, Overcoming Advocacy Obstacles & The Tactics of Successful Brands ft. Lisa Galt

    76% of consumers wish their favorite brand had a community. 77% would use an online community to purchase products directly.

    So why, in 2024, do some brands continue to ignore the community opportunity?

    In the Social Commerce era, brands must tap into the transformative potential of community like never before. Leveraging its power to forge authentic connections, drive sales, and redefine the customer experience.

    For today’s episode of Building Brand Advocacy, Verity is joined by Lisa Galt (Lead Brand Advocacy Strategist @ Duel, ex-GM @ LuluLemon). Legend in Brand Advocacy spaces, Lisa shares the expertise gained from nearly a decade shaping brand communities and advising global names on their Advocacy strategies.

    Tune in for Lisa’s tactical insights into…


    LuluLemon's Community Legacy: Learn how Lululemon cultivated a thriving brand community, factored around three core strategies that propelled its growth. From living and breathing their brand values, to embracing a culture of feedback; every brand could learn from them.
    Navigating Social Commerce & Advocacy Trends in 2024: With staggering stats like 32 BILLION Google searches had ‘Reddit’ added to their terms in 2023, it's clear consumers are seeking advice from real people. Explore emerging trends and best practices, to learn how the brands of the moment are leveraging community – Abercrombie & Fitch, Charlotte Tilbury, GANNI, Wild, Damson Madder, and more included. From amplifying community engagement to harnessing the power of micro influencers, Lisa shares the exact tactics that will help your brand move the needle.
    Challenges & Success Stories: Learn the two most common obstacles brands face in driving Advocacy, and discover how they can effectively overcome these to achieve their goals. From Mint Velvet's innovative use of user-generated content to REFY's commitment to community-driven product development, prepare to be inspired by the brands making waves.

    Expect anecdotes, practical advice, and plenty of actionable strategies.

    This episode promises to be a game-changer for brands looking to cultivate authentic community, and drive sustainable growth in today's competitive market. 

    Rate & review Building Brand Advocacy:


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    Connect with Lisa:


    Lisa’s Linkedin



    Tune into previous episodes: 


    How Abercrombie & Fitch and LK Bennett Strategize, Engage & Monetize their Brand Communities


    REFY, ELEMIS & The Beauty Power Players: A Tactical Guide to Beauty Marketing in 2024



    Apply for your space at the Social Commerce Summit: New York on May 8th! 

    Use the code PODCAST100 to apply for free here:

    https://www.duel.tech/socialcommercenewyork2024 

    • 34 min
    How To Unlock Advocacy: Cracking The Brand Growth Code ft. Matt Lerner

    How To Unlock Advocacy: Cracking The Brand Growth Code ft. Matt Lerner

    Growth. The one thing every brand wants. The one thing most brands get wrong.

    For this episode of the podcast, Paul sits down in conversation with Matt Lerner (Growth Specialist and Founder @ SYSTM) to uncover the secret sauce to massive brand growth. 

    With a unique approach rooted in deep customer insights, fast iteration, and quantitative analysis, Matt shares tactical advice for driving true brand success through growth marketing.

    Delve into this dynamic world as Matt discusses:


    Uncovering Growth Levers: Matt shares insightful stories and strategies, including finding PayPal’s growth levers, and emphasizes the importance of understanding your business – inside and out – to find your own.




    Matt’s ‘Growth Model’: Explore Matt’s Growth Model, which focuses on finding and unblocking bottlenecks to surprise and delight customers, turning them into Advocates. 




    Agile Marketing: Explore Matt’s approach to in-the-moment marketing plans, and gain valuable strategies for fast iteration and continuous improvement.




    Collaborative Leadership: Discover the importance of this in driving organizational success, and learn how to empower your team to achieve remarkable results.



    Listen to gain insights into top-tier growth, marketing, and Advocacy strategies. Use them to help your brand grow. 

    Rate & review Building Brand Advocacy:


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    Connect with Matt:


    Matt’s LinkedIn


    SYSTM’s Website

    • 40 min
    Advocacy 101: Abercrombie, Mint Velvet & DOAC’s Cheat Codes to Community Strategy

    Advocacy 101: Abercrombie, Mint Velvet & DOAC’s Cheat Codes to Community Strategy

    What does it take to energize a thriving community of superfans, in today’s Social Commerce era?

    Community-building gurus Katie Adams (Senior Marketing Director EMEA @ Abercrombie & Fitch), Sian Pilkington (Senior Marketing Manager @ Mint Velvet), Grace Andrews (Marketing Director for Steven Bartlett & The Diary Of A CEO), Angelic Vendette (Founder @ Ave Advisory, ex-Alo Yoga, ex-Sephora), and Daisy Morris (Founder @ The Selfhood) know.

    In this ‘Advocacy 101’ episode, you’re invited to dive back into Building Brand Advocacy’s best advice on the world of community. A compilation of insightful conversations and tactical advice from past episodes, the experts share exact strategies that have worked for nourishing their world-renowned brand communities.

    Follow the timestamps to hear from…

    1:32

    – Katie @ Abercrombie & Fitch

    On how full-funnel marketing remains pivotal for fostering community, why evolving alongside your brand fans is key, and her direct engagement strategies for building meaningful connections.

    3:46

    – Daisy Morris @ The Selfhood

    On the nuanced distinction between an audience and a community, building for the Advocates who love you, and why it all comes down to speaking to your community to foster loyalty. 

    11:32

    – Angelic @ Ave Advisory (ex-Alo Yoga, ex-Sephora)

    On harnessing the power of word-of-mouth, spotting strategic community investment opportunities, and how to attribute success back to your community building efforts; despite its notorious difficulty. 

    15:01

    – Sian @ Mint Velvet

    On combating dark social by leveraging community engagement, how to authentically participate in relevant conversations outside of your brand, and why cultivating a sense of belonging is the ultimate lever for connection.

    16:03

    – Grace @ The Diary Of A CEO

    On adding immediate values to the community you’re cultivating, resisting the urge to chase every trend, and tried-and-tested strategies for Advocate retention. 

    Tune in. Take your community strategy to the next level.

    Rate & review Building Brand Advocacy:


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    Connect with the experts:


    Katie’s LinkedIn


    Sian’s LinkedIn


    Grace’s LinkedIn


    Angelic’s LinkedIn


    Daisy’s LinkedIn

    • 21 min
    Rooted in Advocacy: How SURI’s Superfans Revolutionize a Stale Market ft. Mark Rushmore

    Rooted in Advocacy: How SURI’s Superfans Revolutionize a Stale Market ft. Mark Rushmore

    Every brand hopes to sell hundreds of thousands of products in their first 18 months of business. 

    This brand has.

    Say hello to SURI, a sustainable name disrupting the electric toothbrush market. Niche, but they come with a powerful marketing story that can’t be ignored.

    The brand amassed 5k+ pre-orders for their first round of toothbrushes through ads, traditional press, and social media alone. At $95 each, our math establishes that was $475k raised before a customer ever had the product in their hands.

    Now, we welcome Mark Rushmore (Co-Founder @ SURI) to the mic for this episode of Building Brand Advocacy. In conversation with Paul, Mark shares strategic insights into the brand’s fast evolution and exactly what makes SURI special.

    (Spoiler alert: it’s the basics, and they’ve got them nailed.)

    Tune in to hear more on…


    Sustainable Innovation: Discover how SURI pioneers eco-friendly oral care, in the shadow of the industry’s long-standing (and planet-unfriendly) players. Through innovative use of plant-based production, including plans for a new product that uses materials yet to come to market, Mark shares the brand’s formula for prioritizing environmental responsibility without compromising on product excellence.




    Underdog Wins: Explore the challenges and triumphs of ascending in this market, as Mark unveils SURI’s strategic maneuvers to carve out its niche, ignite Brand Advocacy (even before the first product was in a customer’s hands), and forge authentic connections with their customers.




    The Power of Advocacy: Uncover the integral role of customer feedback and word-of-mouth in SURI’s growth trajectory, as Paul & Mark dive into the importance of listening to customer stories, fostering genuine relationships with store staff and consumers alike, and showcasing the transformative power of Brand Advocates in building a loyal customer base and driving sustainable growth.



    To gain exclusive insights into SURI’s story, and apply their growth lesson to your own brand, listen on.

    Rate & review Building Brand Advocacy:


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    Connect with Mark:


    Mark’s LinkedIn


    SURI’s Website


    SURI’s Instagram

    • 45 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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