Building Brand Advocacy

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 territoryThe structure of a high-converting TikTok Live Shopping sessionWhy TikTok Shop is replacing traditional “influencer trips” for smart brandsThe mindset shift founders need to win in live commerceIf 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.CHAPTERS00:00 Inside a Six-Figure TikTok Live01:24 The First 60 Seconds: Hooking Viewers with a Giveaway + Hero Offers02:24 The Offer That Made It Pop03:40 Behind-the-Scenes Chaos04:45 The Six-Figure Moment

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 2026The 3 steps to building a customer-powered advocacy engineHow to turn brand customers into high-impact brand ambassadorsThe difference between one-off “influencer trips” and scalable advocacy systemsHow to calculate EMV so you can prove ROI to your CMO, CFO, or boardIf you want to build a brand that customers proudly talk about, this 3-step strategy is your new advocacy playbook.CHAPTERS00:00 Why influencer marketing is broken04:29 The problem with influencer trips & brand dinners06:10 Building an organic advocacy engine: map your brand network07:41 Activating advocates: channels, CRM, and ROI of marketing to fans11:14 The 3-part framework: Who → Activities → Rewards (airline loyalty lessons)14:13 Advocacy is a feeling: experiences, founder hustle, and early community building16:43 From influencer pyramid to advocate segments (pro vs amateur vs semi-pro)19:23 Measuring real brand advocacy: real EMV, revenue, and content value24:05 The most untapped opportunity: employees & retail teams as advocates26:36 90-second tactical recap + wrap-up

Most brands think they have a community, but they're actively building an audience, not community engagement. In this week's episode, we dive into community building strategy with Sophie Miller, Founder of Pretty Little Marketer. Sophie reveals why relying on followers alone is a dangerous game for modern brands.“If you don't build your community, someone else will define it for you”. We break down exactly how to transition from "broadcasting" to "building" and why community-led growth is the most defensible asset your brand can own in this era of digital marketing.In this episode, you'll learn:The exact 3-step system to build a loyal brand community.Audience vs. Community: The critical difference that most marketing teams miss.Why silence is a liability and how to take ownership of your brand narrative.How to turn passive followers into active brand advocates.Whether you are a Social Media Manager or a Brand Director, this episode covers the marketing strategy you need to future-proof your brand.CHAPTERS00:00 Introduction to Sophie Miller02:25 The Birth of Pretty Little Marketer04:50 From Despare to Community Building06:35 Strategic Growth and Community Engagement13:22 Community Monetisation and Membership Launch20:28 The Power of Community in Business21:04 Navigating LinkedIn and Social Media22:51 Building a Community-First Strategy24:01 3 Pillars of PLM's Community28:30 Measuring Community Success33:30 Common Mistakes in Community Building37:26 Final Thoughts and Community Advice for Brands

In this episode of Building Brand Advocacy, we sit down with Emily Heath, Global Brand Director of Rexona | Sure, to unpack how one of the world's biggest, everyday deodorant brands is building true brand awareness and community through sports partnerships.Emily shares her extensive experience working with Unilever over 17 years and provides insights into managing a global brand. Discover how sport partnerships, particularly in football, have played a crucial role in enhancing brand engagement and creating emotional connections with fans. Emily also touches on the tactical side of sports marketing, leveraging AI in brand marketing, and maintaining brand advocacy outside of major campaigns. Tune in for an in-depth conversation filled with valuable strategies and tips for marketers at any level.In this episode, we cover:How Rexona | Sure uses sport to drive authentic brand awarenessWhat “good” looks like in global sporting partnerships, and how to maximise themThe rise of female sports and how to advocate for it as a global brandThe role of ambassadors and athletes for a global brandHow to engage and activate community at global scale, while still feeling local and humanWhere AI fits into the future of brand building and how Rexona | Sure are already tapping into itCHAPTERS00:00 Introduction01:39 The Evolution of Sports Marketing at Rexona04:22 Expanding into Female Sports Partnerships07:47 Maximizing the Value of Global Sports Partnerships10:48 How To Gain Value from Brand Ambassadors17:45 Sports Marketing Strategies for Smaller Brands20:51 Exploring Brand Advocacy Beyond Major Campaigns22:07 Leveraging Cultural Moments for Brand Relevance25:01 The Impact of AI on Brand Marketing28:56 Quick Fire Round: Personal Insights and Fun Facts

In this episode, we break down how SoulCycle built a community-powered content engine that keeps fans sharing, and showing up.Our guest this week is McKinley Hart, Director of Social Media at SoulCycle who shares more around the brand's social and community storytelling, how they turn riders, instructors, and studio culture into a constant flow of authentic content and brand advocacy.We dig into the strategies, systems, and mindset that any brand, marketer, or creator can steal, even if you don't have SoulCycle's scale or resources.In this episode, we cover:How SoulCycle turned its community into a content engine (without making people feel “used”)The creative strategies used at SoulCycle to maxmise brand advocacy on socialTurning instructors and front-line teams into on-the-ground storytellersBuilding internal infrastructures that benefit the content loopThe difference between “posting about your brand” and “building your brand”How to measure the impact of community-driven content beyond likes and viewsPractical advice for brands that don't currently have a passionate fanbaseCHAPTERS00:00 Introduction to SoulCycle's Community00:24 The Social Impact of SoulCycle03:14 The Nomad Baddies: A Community Story05:55 Creating Fans and Advocates10:11 SoulCycle's Unique Social Media Strategy12:05 The Future of Social Engagement14:58 Balancing Real Life and Digital Presence19:36 The Role of Employees in Brand Growth22:40 Engagement and Commercial Results25:34 Breaking Down Barriers to Participation30:34 SoulCycle's Community and Brand Advocacy

Most brands are still using a 20th‑century playbook for a social‑first world and it's damaging their marketing.In this episode, we're joined by Sean Cook, ex Global Senior Social Media Manager at Deliveroo, to unpack why the current “brand architecture” model is completely outdated for how social actually works today. Sean shares what he learned leading an in‑house social team at scale, where the system is failing brands, and what a modern brand architect needs to look like in 2026 and beyond.We dig into how social fits inside the wider business, why brand books don't translate to TikTok, Instagram or LinkedIn, and the structural changes leaders need to make if they want social to be more than just a content factory.In this episode, we cover:Current state of the digital marketing infrastructureIntroduction of brand and content architectsThe role of CMO's to enable best performance Duty of care towards social media teamsThe balance between strategy & experiementaiton Why culture is key to fostering success on social media If you're internal infrastructure is exhausting, overwhelming and no longer working. This episode is for you.CHAPTERS00:00 Introduction01:07 The Role and Challenges of Social Media Teams03:40 Building Effective Social Media Strategies05:23 The Importance of Knowing Your Audience13:30 Wellbeing and Duty of Care in Social Media18:41 The Evolution of Social Media Teams24:36 The Need for a Brand and Content Architect31:12 The Role of Culture in Social Media35:28 Empowering Social Media Teams37:27 The Future of Social Media Strategy

Daisy Kelly made 6 figures in just 12 hours on TikTok shop without spending a penny on ads. In this episode, Daisy Kelly, the founder of Glow For It reveals why the era of traditional influencer marketing is dead and how to build a cult following that buys every product you launch.If you're trying to build a brand on TikTok in 2026, the old playbook doesn't work. We sit down with Daisy to discuss the huge shift toward "Founder-Led" marketing and why your customers are your best advocates. We break down the exact strategy Glow For It used to turn followers into super fans and why you need to stop hiding behind your logo if you want to scale your DTC business.In this episode, we cover:The Power of TikTok for BusinessInside a Six-Figure LiveEffective DTC marketing strategiesFounder led marketing Building real community in 2026If you're looking to level up your TikTok strategy this year, this episode is for you!CHAPTERS00:00 Introduction and TikTok's Impact00:55 Building a Brand from Scratch01:46 Black Friday Preparations04:11 The Power of TikTok for Business08:28 Inside a Six-Figure Live13:50 Marketing Strategies and Team Dynamics18:01 Reflections and Lessons Learned19:07 Navigating Business Advice and Trusting Your Gut20:19 The Role of the Founder in Brand Building22:03 The Impact of Live Presenters on Sales25:31 Adapting to Potential Changes in Social Media Platforms28:37 Engaging with Customers Through Community Events37:33 Future Plans and Inspirations

Is Influencer Marketing officially dead in 2026? The era of paying for posts and chasing reach is breaking down. Influence hasn't disappeared, but it has shifted, out of platforms and into people. In this episode, we unpack why the traditional digital marketing playbook is no longer fit for purpose, and how leading brands are reorganising around Brand Advocacy activating customers, creators, and communities as a measurable growth engine, not a one-off tactic.We discuss the huge shift from "buying attention" to "earning trust" and reveal the exact team roles you need to hire (and fire) to succeed in this new landscape. If you are a CMO or marketing leader still relying on 2024 tactics, you might be wasting your budget.In this episode, we cover:The "Death" of traditional influencer marketingThe current state of brand advocacy in 2026Why your digital marketing team structure is failing youHow to pivot from paid reach to community led growthActionable steps to turn customers into your best marketersListen to the full conversation to future-proof your brand strategy.CHAPTERS00:00 Introduction to Brand Advocacy in 202600:46 Reflecting on 2025: The Rise of Advocacy02:35 The Decline of Influencer Marketing05:01 The Future of Marketing Teams07:27 The Importance of Community Building09:58 The Shift in Social Commerce13:09 Unlearning Old Marketing Strategies17:10 Effective Brand Advocacy Approaches20:35 The Difference Between Paid Influencers and Earned Advocates21:09 Top of Funnel vs. Bottom of Funnel Advocacy22:04 The Importance of Culture and Commercial Creators23:10 Brands Underutilizing Their Advocates23:45 Understanding and Activating Advocates26:22 Channel Strategies and Creator Engagement29:12 The Role of CMOs in Advocacy36:19 Building a System for Compounding Growth

Forget “posting to social.” According to Lindsey, we're operating in a full-scale content ecosystem – one that's streaming-first, storefront-powered, AI-disrupted, and driven by creators who've outgrown the feed.Recorded live at the Brand Advocacy Summit: New York, this keynote from Lindsey Gamble (LinkedIn Top Voice & creator economy expert) is a rapid-fire download on what's actually next in marketing.From the collapse of old playbooks to the rise of creator storefronts, Substack strategy, and content that earns its way into DMs, this is Lindsey's devotion-driving newsletter brought to life on stage.Tap in to understand:

What do you get when a kindness-led skincare founder & a community-first haircare CMO sit down together? An honest & instructive conversation on Brand Advocacy.Live from the Brand Advocacy Summit: New York, Verity is joined by Dr. Brent Ridge (Co-Founder @ Beekman 1802) & Nilofer Vahora (Chief Marketing Officer @ Amika) to unpack how two very different beauty brands built lasting customer love – by making stylists, neighbours, and Advocates the centre of their businesses.This isn't about follower counts or funnel hacks. It's a behind-the-scenes look at the values, trade-offs, and systems that turn brand belief into million-dollar growth. If you've ever struggled to scale connection without losing credibility, this conversation will help.What You'll Learn:

It's the buzzword combo every CMO wants to crack, but few actually have.Recorded live at the Brand Advocacy Summit: New York, this chat dives deep into what it really means to blend culture & performance – with two of the sharpest minds in brand today.Ana Andjelic (Global Chief Brand Officer @ Esprit) and Nathan Jun Poekert (Brand Strategist & CMO Advisor) bring radically different lenses to one big challenge: how do you grow a brand that actually means something and performs?This is a no-fluff, all-strategy conversation.Covering:

What are the biggest red flags in today's marketing strategies? In this episode of Building Brand Advocacy, recorded live at our New York Brand Advocacy Summit, Verity hosts a panel of six social strategists and brand leaders to battle it out over what's real, what's noise, and what's next in social, culture, and creators.What You'll Learn:

Most brands are looking at the wrong data. Worse still? You don't know what to do with it.This week, Verity sits down with Jazmin Griffith (Social Strategist, Content Creator, and Founder @ Social Listening Studio, queloque?). Jazmin pulls back the curtain on what real listening looks like today – and why it's about far more than sentiment & mentions.From decoding niche communities to spotting Reddit-born Super Bowl ideas, Jazmin reveals how brands can shift from ‘monitoring' to meaningful intelligence. If you've ever asked, "what do we actually do with this data?", this chat delivers your answers, fast.Listen to learn how to:Use The 5 Cs to Guide Listening: Jazmin's framework covers Content, Culture, Community, Creators, and Channels; and shows how to unlock insights across all of them.Get Past Vanity Metrics: Surface-level engagement doesn't tell the whole story. Hear how to uncover what's really working.Spot What Creators Aren't Saying: Jazmin explains how the most valuable signals are often hidden in broadcast channels, DMs, Substacks, and Slack groups.Build Listener-Led Briefs: Why reactive brands are losing, and what it takes to create culturally relevant, high-performing content today.Think Beyond the Grid: Why Threads, Reddit, and even Substack might be the whitespace you're overlooking – and how to know if it's time to pivot your channel strategy.This one's sharp, strategic, and packed with takeaways.If you're in social or strategy, do not skip it.Chapters00:00 – You Think You're Listening. You're Not.02:04 – The Reddit Insight That Sparked a Super Bowl Ad07:46 – Why Most Social Teams Still Get This Wrong12:35 – The 5 Cs That Should Shape Every Strategy18:00 – What Creators Know That Brands Miss22:00 – Listener-Led Briefs > Brand-First Briefs27:56 – Culture Is Not Your Playground30:02 – Community Isn't Comments36:17 – Where Your Brand Should Actually Show Up41:00 – 3 Signals Smart Marketers Are Already TrackingRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Jazmin:On LinkedIn | On Instagram | On TikTokOn queloque?'s WebsiteSubscribe to the ‘Scroll & Tell' Newsletter

What does a decade of building Brand Advocacy look like in practice?Back in May, Paul sat down with Luke Klein (Senior Director of Marketing Strategy & Growth @ Aerie) to unpack one of fashion's longest-running movements: #AerieREAL.The campaign started in 2014 with a bold commitment: no more retouching. But it was more than a moment; it was a cultural stance. In the 10 years since, Aerie has evolved that stance into a living, breathing ‘brandformance' strategy that continues to drive relevance & results.Luke shares how Aerie stays intuitive to their customer (not just reactive), balances brand consistency with performance-first cultural agility, and designs a creator strategy that feels genuinely co-owned. If you're looking for smart ways to evolve a brand, this episode is yours.You'll learn:Why Brands Need a Mirror, Not a Magnet – Aerie doesn't try to manufacture hype. They reflect real conversations their customers are already having; and that's what earns trust.The Bow Tie vs The Funnel – A customer journey model that actually reflects how people buy and Advocate today.Why Brand Is Performance (& Vice Versa) – Luke shares why separating the two is outdated, and how Aerie uses one strategy to drive both impact and immediacy.How Culture-Driven Content Fuels Strategy – From “Coastal Grandma” to subculture playbooks, Luke breaks down how Aerie turns social listening into scalable strategy.Why Influencers Should Translate, Not Recite – Scripts are dead. Aerie's creator strategy starts with values, then lets partners lead with their own voice.The Underrated Power of Store Associates – When you empower employees to show up authentically, they become some of your best Advocates.Whether you're brand-side, agency-side, or founder-led – if you're serious about scaling with Advocacy, this is one way to do it. Chapters:00:00 – Why #AerieREAL Was Never Just a Campaign 02:50 – Evolving the Movement for Gen Z in 2025 08:45 – How Aerie Turns Listening Into Strategy 10:30 – From SEO to Trend Spotting: The Content Nucleus Model 13:00 – Subcultures, Micro-Trends & Translating the Brand 14:00 – Scripts Are Dead: Let Creators Lead With Values 21:00 – Why Brand and Performance Aren't Separate Anymore 23:00 – The Bow Tie vs The Funnel (and What Actually Works) 26:00 – Segmenting Advocates Beyond Purchase Frequency 30:00 – Store Associates as Advocates: The Untapped Channel 34:00 – The Myth of Message Matching Across Touchpoints 36:30 – Letting the Customer Shape the Brand, Not Just Receive ItRate & review Building Brand Advocacy:

Not Hot Take: Marketing shouldn't feel like a meeting. It should move you.This week, Verity sits down with Henry Hayes – Head of Marketing @ Passionfruit and the comedic content machine reshaping how brands build attention, internally & externally.Whether you know Henry from his LinkedIn comedy bits or his unconventional marketing strategies at Passionfruit, this conversation peels back the layers on what today's brand teams really need to nail.Think funny's overdone, or simply isn't for you? Think again.Press play to hear:Brand vs. Performance? That's Old News: Henry shares why separating the two is a risk in 2025 and beyond – and what should be done differently.Behind the ‘Comedy Content Machine': From Stan parodies to ‘The Bear for Marketers', Henry breaks down how he ideates – and why truth always trumps polish.Why Passionfruit Doesn't Spend on Ads: And what their founder said that changed everything.How to Unlock Employee Creators: Why leadership's job is to get out of the way, and let their teams build personal brands that fuel business growth.D2C Brands, You're Still Playing It Too Safe: Henry names names, shares what works, and dissects why brands still treat Instagram like a shop window.This one's part tactical teardown, part creative permission slip.Listen in. Rethink the rulebook. And maybe… be funnier.Chapters:00:00 – From Creator to Head of Marketing05:10 – Building Advocacy Internally10:20 – Marketing at the Speed of Culture14:40 – Why Passionfruit Doesn't Spend on Ads20:15 – D2C Brands Are Still Playing It Safe25:55 – Let Employees Create (Then Get Out of the Way)31:25 – Comedy Is a Marketing Tactic42:35 – You Are Not the CustomerRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Henry:On LinkedInOn InstagramOn TikTokVia Passionfruit's LinkedIn

Brand budgets? Tighter.Expectations on creators? Higher.Welcome to the new era of influencer marketing; where performance matters most, platforms are merging, and brands can't afford to get it wrong.Kicking off Season 3, Verity sits down with Lowri Evans – an influencer strategy expert with experience at VIEVE, Coco & Eve, Revive Collagen and more. Fresh from going freelance, Lowri breaks down the real rules of modern creator marketing;  from Spark Ads to affiliate programs, and why relationship-building still outperforms pay-to-play.Turn this episode on & up to learn how to:Merge Performance & Brand Marketing: It's time to bin the silos. Lowri shares how results and relationships can (and should) work together.Get Smart About Affiliate Programs: From ShopMy to real ROI, Lowri explains how the smartest brands are tracking impact without diluting brand.Build Real Relationships with Creators: Forget transactional. Learn why taking milestones seriously might be your highest-converting move.Use Spark Ads to Supercharge Results: TikTok content that converts? Spark it. Lowri walks through the what, why, and how.Turn Customers Into Collaborators: From fans to featured creators, hear how VIEVE and others are turning everyday customers into stars.If your brand still sends mass gifting with no follow-up, this is your wake-up call. Listen for the insight (& influencer receipts) you actually need.Chapters00:00 – Welcome to Season 3: Why This Episode Matters04:00 – Inside the Evolution of Influencer 07:00 – Relationship-First vs. Pay-to-Play11:00 – Affiliate Strategy That Actually Drives Sales15:00 – Spark Ads, TikTok Shop & Performance That Converts20:00 – Why Brand & Performance Must Talk to Each Other27:00 – Turning Customers Into Creators34:00 – Building Real Community Through Real People39:00 – The Problem With TikTok Shop (& How to Use It Right)44:00 – Are Nano Creators Your Most Powerful Advocates?49:00 – What Brands Still Get Wrong About AdvocacyRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Lowri:On LinkedInOn Instagram

Engineering joy > selling stuff.It's really that simple. (But how do you do it?)This week, Verity sits down with Content Creator, Social Strategist, and ‘Coldest Creative' Founder, Joel Marlinarson. Together, they unpack the intersection where fashion, food, music, and culture collide online – and what smart brands are doing about it.Joel's built a platform decoding brand moves for his audience (over on @coldestjoel), while building for brands behind the scenes. He shares what's working, what's next, and what most brands are missing entirely.Turn this on & up to learn how to…Brand Like a Musician: From Cowboy Carter to Brat, musicians are leading the experiential game. Joel breaks down why brands should start thinking more like them.Win with Small Joys: The "little treat" moment is more than a trend. Discover how food, feeling, and brand identity fuse to create Advocacy-ready experiences.Track What Actually Matters: Forget followers. Joel shares why repeat commenters and micro-engagements are the real signal of brand love.Build In-Jokes & Icons: Learn how obscure memes, emoji signals, and recurring brand language can create loyalty (and drive people to comment).Cast Wider: Gen Z doesn't have to speak to Gen Z. From retail staff to over-50s creators, Joel shares how unexpected casting builds connection.Use EGC The Right Way: From ethics to execution, this is how to make employee content fair, diverse, and seriously effective.From Loewe's tomato hot air balloons to finding your own “Juno” moment, this chat covers what makes culture tick – and how brands can keep up.Chapters00:00 – Why Music Marketing Works Better Than Brand Campaigns06:00 – Brat. Cowboy Carter. Juno: What Brands Can Learn08:00 – Food as Feel-Good Branding10:00 – In-Jokes, Emojis & Repeat Commenters: Signals of True Community14:00 – Is Sass Out? Why Ryanair's TOV Might Be Tired20:00 – Doing EGC Right (& Fair)26:00 – Weird But Works: The Best Brand Collabs30:00 – Silver Economy & The Power of Over-50s InfluencersRate & review Building Brand Advocacy:

What do you get when you combine razor-sharp humour, social-first instincts, and a refusal to play by the rules?An equal-parts entertaining, and practical, deep dive into brand building on social today.This week, Verity sits down with Gabriel Gomez (Head of Social & Community @ MCoBeauty (US), Creator & Speaker) to explore how one of Australia's most-followed beauty brands is winning the US market. Spoiler alert: it's by moving fast, listening closely, and making the right kind of noise online.Turn this episode on and up to learn how to:Spot and Scale the Right Cultural Moments, Without 10 Approvals & a Deck: Gabe shares how MCoBeauty gets from idea to action in minutes, thanks to lean teams, shared instincts, and a refusal to overthink the feed.Build Campaigns with Cross-Functional Input (Without Slowing Things Down): Gabe's approach flips the usual script: involve people early, keep ideas fluid, and trust that great strategy can come from any level of the org.Choose Creators Based on Connection, Not Clout: Whether it's scouting emerging talent or inviting creators into the concepting process, Gabe breaks down how MCoBeauty treats creators like consultants, not content machines.Balance Viral Chaos with Brand Clarity (and Still Forget the Playbook): Social's a sprint, but that doesn't mean strategy gets lost. Learn how MCo blends brand consistency with bold, off-script moves that actually land.Build a Fast-Moving, Emoji-Powered Social Culture that Thrives Under Pressure: From skipping the decks to celebrating team wins with emphasis, Gabe shows how to lead a social team that runs on energy and impact.Decide What's a Green Flag (and What's a Giant Red One): In a rapid-fire game, Gabe shares exactly how he filters pitches, rates brand behaviour, and why he's definitely deleting your “$50 and a lipstick” offer.Plus: you'll hear why TikTok is their #1 Advocacy driver, how Gabe spots red-flag creators, and the surprising platform he opens first every day.His advice is fast, fresh, and unapologetically honest – just like the brands that win on social now.Chapters00:00 – Gabe Gomez & the MCoBeauty Mindset03:00 – Why Dupes, Not Decks, Drive Beauty Culture Now07:00 – Crashing Trends & Creating Chaos: Moving at the Speed of Social12:00 – F*** the Playbook: Balancing Strategy with Spontaneity17:00 – Creators as Consultants: Rethinking Influence & Partnerships22:00 – The Green Flag / Red Flag Game: What Brands Get Wrong (and Right)32:00 – Why TikTok's Driving Advocacy, And Instagram Isn't36:00 – The Platform Breakdown: What's Working, What's Next41:00 – How to Really Build Brand Advocacy (It's Not a Coupon Code)Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Gabe:On LinkedInOn MCoBeauty's Instagram (US)

Can you build Brand Advocacy in punchlines?John Thornton thinks so. Kind of.Verity sits down with Surreal's Senior Creative (and ex-Innocent wordsmith) to break down how brand voice becomes a business asset, how humour fuels loyalty, and why you should definitely check your QR codes before a campaign launch.This isn't another chat about tone of voice. It's a behind-the-scenes on…The truth about "funny" copy that drives action.What most brands misunderstand about distinctiveness.The forgotten value of comments, not campaigns.Why authenticity is less about saying the right thing, and more about knowing your place (and being flexible on your fonts).John shares the good, the bad, and the copy & collaborations that helped Surreal drive major awareness. Innocent, too. Whether you're a brand builder, copywriter or just here for the laughs, there's no fluff; just real talk from someone who knows how to make cereal & smoothies go viral.Turn it up to learn:How to Create Copy that Converts, Sans-Corporate Feel: When the tone's too polished, people scroll past. When it's too offbeat, they don't trust you. John shares how to strike the balance – writing copy that's confident, irreverent, and still converts when it counts.The One Test John Uses to Decide if a Risky Idea is Actually Risky: If you want to get bold work signed off, use John's litmus test: “What would the Daily Mail headline be?” If it's not scandal-worthy, it's probably just brave. Let's break down how to push boundaries without blowing up trust, or approval chains.Why People Love Brands that Hire the “Idiot on Twitter”: It's not about polish, it's about presence. John explains why fast, scrappy, weirdly human replies build more loyalty than a year's worth of branded templates. And why the best moments don't need strategy decks; just someone funny with a login.The Difference Between Going Viral and Building Something That Lasts: Viral posts spike and fade. Advocacy sticks around. Together, John & Verity unpack how to turn attention into affinity, using humour and product to build content people choose to share – long after the algorithm moves on.Listen. Laugh a bit. Rethink your brand copy.Chapters:03:10 – Meet John Thornton07:00 – Why Self-Awareness Beats Tone Guidelines09:10 – Innocent's Process (and Freedom to Fail)11:00 – Writing to Stand Out, Not Just Be Funny12:50 – A Star Wars CV & Other Power Moves14:10 – The Best Campaigns Are Barely Planned15:40 – Defending ‘Vanity' Metrics16:30 – The Baked Bean Smoothie ft. Heinz18:50 – Fonts, Risk & The Daily Mail Test22:20 – Why Surreal Hides Its Humans29:50 – Product Posts That Actually Get Shared31:50 – Advocacy Is a Long Game36:00 – Turning a Fail Into a Fan Moment39:00 – The LoveHoney Collab ExplainedRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with John:On John's LinkedInOn Surreal's LinkedInVia Surreal's Website 

Is your brand actually building Advocacy – or are you still buying influence?This week, Verity's joined by Sedge Beswick; humbly, one of the most sought-after voices in modern marketing. She's the exited Founder of Seen Connects, Strategic Advisor to multiple brands, a Public Speaker, Mentor, and the original architect behind the ASOS social team.From why the term ‘community' is losing meaning, to what TikTok Shop strategies are still missing, Sedge offers a cutting breakdown of where brands get it wrong – and how to build smarter, bolder, more human-first influence strategies.Expect insights marketers at every level need to hear, on…How to Spot (and Support) Your First Advocates – It starts with 10 true believers. Here's how to find them, involve them, and scale it.Why Vanity Metrics Are Killing ROI: Brands still chase follower counts and forget to audit audience fit. Sedge explains the one data check every team should make before a partnership.Creator Briefs Need an Overhaul: Trust and autonomy drive results. Learn what a great 2025 brief looks like, and how to adapt for different tiers of creators.Performance Isn't the Enemy of Brand: There's a new era of collaboration on the cards, right now. Hear how smart teams are reconnecting the full marketing funnel.From Run Clubs to Book Clubs: Why IRL community isn't just a trend, it's your moat. Sedge explains how brands like New Balance are turning participation into brand equity.Inside REFY's Influence Model: What makes their creator strategy so sticky? From co-founders to customer-led trips, Sedge unpacks the moves that matter.It's time to ditch short-term tactics and rethink what lasting brand love really looks like.Chapters00:00 – Bloopers, Blunders & Building a Career in Influence05:40 – Why Influencer Marketing Fails (And How to Fix It)10:00 – Followers Aren't Community: What Some Brands Still Don't Get12:30 – Brand vs. Performance? Merge It.15:15 – How ASOS Built a Creator System That Actually Worked21:30 – The Data You're Ignoring (TikTok Shop, Instagram & Beyond)24:10 – Refy, Glossier & the Real Power of Customer-Led Growth34:00 – New Balance & The Action Plan for Full-Funnel AdvocacyRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Sedge:On LinkedIn

This is about more than Gen Z.It's about the way they've reshaped marketing for everyone.This week, Paul chats with Lara Stallbaum (CEO & Founder @ Twirl) and Rosie Donoghue (Digital Marketing Manager @ Umberto Giannini) LIVE from London's Brand Advocacy Summit to unpack:✨ How to speak Gen Z's language without losing your brand.✨ Why performance marketing isn't enough anymore.✨ The surprising way Gen Z are reshaping product and brand loyalty.And of course, the big one…How to build Advocacy with Gen Z consumers who'll actually stick around.You'll learn:What Umberto Giannini Found – Taking their products straight to students' Freshers roadshows became unexpected research labs & Advocacy engines.Why Raw, Real Content (yes, even with pimple patches) Wins – Because when the vibe is honest, the message lands.Why Your Top Fans Might Already Be Creators – They're on your CRM, they're opening your emails, and they're ready to create. You just haven't activated them yet.When It's Time To Rethink Brand Guidelines – Control doesn't have to mean creative restriction, if you curate and brief smarter.Gen Z don't just want something different. They want something real.This episode's in kind partnership with Twirl; delivering scroll-stopping UGC for ads, sites, and socials, powered by a top-tier network of creators who know how to make brands shine.Learn more about them about: https://www.usetwirl.com/ Download their ‘Gen Z UGC Playbook' here: https://www.usetwirl.com/guides/the-gen-z-ugc-playbook Chapters 00:00 - Why Gen Z Marketing Is Everyone's Marketing Now 04:00 - From Freshers Pop-ups to UGC Conversions 07:20 - Brand Loyalty vs. Product Loyalty 09:00 - How Connection Turns Customers Into Advocates 15:10 - Brand Guidelines vs. Raw Authenticity 20:00 - Building A Full Funnel UGC Strategy 26:30 - Why Your Customers Might Already Be Your Best CreatorsRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Lara & Rosie:On Lara's LinkedInOn Rosie's LinkedIn

YouTube has been around for nearly two decades. So, why are most brands still so bad at it?For this chat, Paul & Verity sit down with Chloe McCullough (YouTube Lead @ JD Sports & consultant to brands like SheerLuxe) to ask what building a real brand channel looks like.From scrapping paid media to focusing on organic reach, from creator-first strategies to serialized formats that cut through; Chloe's taken JD from a confused content mix to a media powerhouse. In this episode, LIVE from the Brand Advocacy Summit: London, she lays out exactly how she did it.What you'll learn:Why YouTube Isn't A Social Channel – And how brands should treat it instead. Chloe explains how its long-form depth, search behaviours, and retention-led success mean it plays by totally different rules.How JD Built Hit Series, Like ‘The Masked Rapper', That Scaled Reach & Community – Replicating TV-style content can create cost-effective, bingeable formats that grow your channel.Why Most YouTube Strategies Fail –  Hint: they're borrowed from TikTok. Hear what marketers get wrong when they treat Shorts like other short-form, and ignore long-form fundamentals.What Metrics Actually Matter – Learn how to read them like a strategist, so you can optimise your thumbnails, titles, and audience retention with clarity.When Creators Are Worth The Budget – And what to do if yours isn't huge.Why Thumbnails, Titles & SEO Aren't Afterthoughts – They are the strategy. See how Chloe tests & tweaks to unlock consistent growth, even before you've built an audience.This episode isn't about gaming the algorithm. It's about building an audience that stays.Chapters00:00 – Why Brands Still Don't Get YouTube02:50 – What Makes a Brand Channel Actually Work05:42 – YouTube SEO, Community & Creator Thinking13:41 – Titles, Thumbnails & the 1% Rule15:07 – Serialized Content: Why It Cuts Cost & Builds Audience19:40 – Shorts Strategy & What Drives Real Growth23:33 – Community Building & Sentiment Shifts at JD26:40 – The 3 YouTube Metrics That Actually MatterRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Chloe:On LinkedInOn JD Sports' YouTubeSubscribe to Chloe's Newsletter

What do pop-ups, playful giant handbags, and hyperlocal partnerships have in common?They're not stunts. They're strategy.Recorded LIVE at the Brand Advocacy Summit: London, this is the second of four exclusive episodes – straight from the stage.Verity & Paul sit down with Pascale Montaner (VP of Global Marketing @ Kurt Geiger) and Louisa O'Connor (Managing Director @ Seen Presents) to dig into why the smartest brands are leaning hard into the experience-driven economy.From transforming storefronts into storytelling tools, to building activations that speak louder than any ad ever could, this is the recipe for building real connection, loyalty, and long-term Advocacy.What You'll Learn:Why We Crave IRL Connection & What Brands Must Do to Earn It: Digital fatigue is real. With 80% of Gen Z reporting loneliness, brands that build real-world spaces of belonging – not just spectacle – are winning attention and loyalty.How Pop-Ups, Sensory Design & Surprise Drive Advocacy: From stained-glass storefronts to surprise bagel drops, today's most successful brand experiences engage all the senses (as per Louisa's expert experience); and give people stories worth telling.Why Customers, Not Celebrities, Are the New Influencers: Kurt Geiger's approach is clear – invite your true brand fans in. They're more trusted, more loyal, and often more impactful than the biggest names on your PR list.How to Build Experiences That Translate Online (and Why That Matters): In a social-first world, IRL can feel like it matters most when it makes it to the feed. Learn how top brands are creating moments that live beyond the moment, without losing authenticity.The One Mistake Most Brands Make With Experience: Spoiler: it's trying to please everyone. The result? Experiences that resonate with no one. Find out how to focus your intent and create memory-making moments that actually move people.This isn't about trend-chasing. It's about experience as the new foundation of brand strategy.This episode comes to you in partnership with Seen Presents; a global agency creating culturally resonant brand experiences & experiential campaigns. Designed to deliver impact, innovation, and lasting brand fame.Learn more about the magic they're making here: https://www.seenpresents.com/ Chapters00:00 – Why Brand Experience Is the Strategy Now02:39 – Loneliness, Digital Overload & the Rise of IRL Belonging04:59 – From Elitism to Inclusion: Democratising Brand Events07:17 – Trust, TikTok & the Rise of the Authentic Ambassador09:12 – Building Sensory-First Experiences That Convert11:05 – Turning Retail Into Storytelling: Inside Kurt Geiger's Flagship Strategy15:04 – Pop-Ups, Scale & Global Adaptation on a Budget18:45 – Using Social to Amplify (Not Replace) Experience20:14 – How to Make Your Digital Brand Tangible22:08 – The Biggest Mistake Brands Make With Experiences23:43 – Why Local Beats Luxury: Cultural Relevance Over Budget25:20 – Getting Buy-In: How to Prove the ROI of Experience28:50 – What Brands Overlook When Designing for Emotion30:17 – When Experience Goes Wrong (& What to Do About It)31:46 – The Role of AI in Accessibility & PersonalisationRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Pascale & Louisa:On Pascale's LinkedInOn Louisa's LinkedIn

Harsh truth: everything you know about community is outdated.Let's get to the heart of a word marketers love to throw around, but rarely define.This week, join us LIVE from the stage of the Brand Advocacy Summit: London — kicking off a four-part mini series from the day with a heavy hitter.Verity sits down with Lucy Murray (Brand Director @ Free Soul), Emily Mitchell (Marketing Director @ Tropic Skincare), and Paul Hickey (Group Director @ SAMY Alliance), to unpack what brand love actually looks like in 2025.Together, they cover:The 3 Truths Behind Community: From off-the-grid connections to consumer-run spaces, find out what today's best brands know.Real Talk on Events, Activations & Intimacy: Smaller, meaningful events trump 400-person spectacles. You know this, so hear the real best practice for acting on it. When the time comes, scale doesn't have to mean soulless, either.What Listening Actually Looks Like: Learn how Tropic's 20k-strong ambassador base & Free Soul's biggest Advocates guide product and marketing decisions – no red tape needed.Why Emotional Connection Still Wins: From Free Soul's community-built retreats to grassroots wellness events (touching grass, wholly included), discover what keeps customers coming back.Social Listening with a Human Lens: Hear how SAMY Alliance challenges traditional sentiment tracking with one goal; to get under the skin of what audiences really think.This one is for any brand that wants to build community beyond a hashtag & follow back. No fluff. No filter. Just what works.This episode is in partnership with SAMY Alliance; a global network of creative and data-driven marketing agencies helping brands grow through cutting-edge insights, human connection, and digital innovation.You can learn more about these good folk here: https://samy.com/en/ Chapters00:00 – What Is Community in 2025, Really? 03:48 – Free Soul's Ground-Up Community Strategy 06:01 – When Wellness Events Build Real Belonging 08:56 – How Tropic Skincare Co-Creates With Its Ambassadors 10:27 – Listening Without Red Tape (And Acting On It) 12:15 – Why Social Listening Needs a Human Lens 14:01 – Tropic's Infinite Purpose (And How It Drives Loyalty) 16:04 – Building Emotional Connection at Scale 18:35 – The Tangible Impact of Products Like Free Soul's 21:33 – Personalisation & Segmentation That Actually Resonates 22:50 – Accountability: The Ultimate Signal of Community 24:27 – When Customers Speak To Each Other 27:00 – Copied Community Strategy? Blinkers On. 28:55 – Authentic Customer Stories: The Real Advocacy EngineRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Lucy, Emily & Paul:On Lucy's LinkedInOn Emily's LinkedInOn Paul's LinkedIn

There's no brand magic without brand meaning. The biggest names in beauty know this. This week, Verity sits down with Coryn Brisbane (Brand & Marketing Consultant | ex-VIEVE, Charlotte Tilbury, Flannels, Glossybox) to talk brand values, internal Advocacy, and what happens when beauty brands scale too fast, too superficially.With a powerhouse CV and a fierce belief in brands that live their values, not just listing them, Coryn's sharing unmissable insider advice from the industry's front-lines.She's led product launches, like Pillow Talk Mascara and Airbrush Bronzer. She's scaled brands from startup to sell-out. But her insights go deeper than shade names and social content. This is about embedding brand from the inside out; and protecting it (flexibly) at all costs.Hit play to learn how to:Challenge Surface-Level Values: Coryn breaks down how to tell if your brand pillars exist only on paper, or are actually embedded across the team.Build Employee Advocacy That Lasts: From EGC to onboarding, Coryn shares why Charlotte Tilbury got it right – and how to recreate that magic.Avoid the Short-Term Trap: See firsthand how chasing quick wins chips away at long-term trust (and what to do instead).Reframe the Role of Brand Teams: Brand isn't a nice-to-have; it's the function that unifies every customer touchpoint. Ignore it now at your brand's future peril.Ask Better Questions, To Build Smarter Brands: The best marketers don't just have answers – they ask the right questions. Start with “Why?”If you've ever felt like your team's running a hundred miles an hour without a clear direction, this one will hit home.Listen. Challenge. Build Advocacy from the inside out.Chapters:00:00 – Why Team Advocacy Beats Surface Values  02:22 – Building Strategy from Brand Pillars  05:13 – What Brand Storytelling Should Really Do  08:20 – Employee Advocacy: What It Looks Like (When It Works)  11:31 – How Charlotte Tilbury Built Belief Internally  13:35 – The Danger of Chasing Short-Term Wins  15:15 – Staying True to Your Brand as You Grow  18:35 – The Influencer Myth That Still Hurts Brands  22:11 – How to Nurture Creators for the Long-Term  27:10 – Why Brand Teams Are Not “Nice-to-Haves”  31:20 – What Founders Get Wrong About Community  36:45 – Defining Community (And If You Even Have One)  39:10 – Turning Insight Into Product Innovation  42:46 – Decipher: A Case Study in Customer-Led Branding  45:08 – The Question Marketers Should Ask More Often  48:30 – The Real Way You Build Brand Advocacy  Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Coryn:On LinkedIn

What happens when you build brand love from the ground up – and actually mean it?You get an approach that's part Nike discipline, part Bugaboo heart, and it works.Dive into the tactical how of scaling a brand through hyper-local community building, influencer relationships that last years, and turning your customer service team into your brand's secret weapon.Paul sits down with Jeanelle Teves (Chief Commercial Officer @ Bugaboo | ex-Nike) to unpack the brand's standout growth in North America, hearing exactly how they're rewriting the rulebook for consumer-first marketing.Jeanelle's expertise in blending brand heritage, innovation & Advocacy offers a masterclass in what today's fashion, beauty & lifestyle brands should be laser-focused on.Turn this one up to learn how to...Niche Down to Scale Up: Bugaboo's local-first strategy is a sharp reminder that deeper beats wider. Jeanelle shares how focusing on key territories and growing real-world communities supercharges digital brand perception, and why brands spreading themselves too thin risk irrelevance. Build Advocacy That Outlasts Campaigns: From long-term creator relationships to micro-level community events, Jeanelle lays out why the future is loyalty over reach; and how Bugaboo turns everyday parents into lifelong Brand Advocates.Mine Your Service Team for Gold: Forget surface-level insights. Bugaboo's customer service team solves more than problems – they're shaping product development, content strategy, and sales. Jeanelle explains how integrating service into marketing unlocks growth most brands miss.Let Creators Lead, Their Way: Authenticity is more than a buzzword. Jeanelle breaks down Bugaboo's philosophy of letting creators share stories their way – without rigid scripts – and how that trust translates into Advocacy that's credible and contagious. This is a rare look at what it really takes to build brand equity in a crowded market – straight from a leader who's done it at the top.Listen. Note-take. Implement.Chapters00:00 How Engagement Builds Real Community02:06 Brand Lessons from the School of Nike05:40 Designing Products Around the Consumer09:52 Customer Listening: Where The Insight Starts11:43 Making DTC Work12:12 Bridging Customer Service & Product Innovation17:13 What Modern Parents Really Want20:52 Why Awards Still Shape Consumer Trust22:32 Turning Advocacy into a Marketing Engine24:31 Driving Community Through Local Events27:01 The Impact of Personal Connection28:32 Building Your Personal Board of Directors30:13 How Strong Relationships Drive Loyalty32:37 Meeting Consumers Where They Scroll35:05 Localisation that Scales39:31 Double Down on Core Communities45:04 Sustainability as a Non-Negotiable Brand ValueRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Jeanelle:On Bugaboo's US Instagram On Bugaboo's Website

Disruption isn't a claim. It's a commitment.This week, Verity sits down with Leah Uka (Chief Brand Officer @ Jewells) who shares how to build a brand that actually does things differently. From Combat Medic to Founder to global Brand Leader, Leah's path defies the expected – and so does her approach to brand-building.Jewells is set to reframe the jewelry space by making every product personal, every store unforgettable, and every customer a potential Advocate. Leah's insights are razor-sharp; cutting through the noise around content, community, and scale to deliver real lessons for fashion, beauty & retail marketers.Dive in. Unpack how to:Find Your First 10 Advocates & Grow from There: Leah explains why early believers are the backbone of any successful brand, and how to identify and nurture them from day one.Create Products That Do More Than Look Good: Jewells' Memory Stacks are designed to layer meaning and memory – not just metal. A product strategy built on emotion, beyond aesthetics.Build an Omnichannel Experience That's Worth Talking About: From scent to sound, Jewells' in-store experience extends online – seamlessly. It's about making every customer touchpoint memorable and Advocacy-ready.Scale at Speed, Without Cutting Corners: The myth of "selling out in five minutes"? Leah calls it bad planning. She's lifting the lid on "community events” that don't translate to revenue, too. This is how to build systems that support real, sustainable growth.If you're tired of copycat tactics and looking for original thinking, this conversation's for you.Listen in. Rethink what disruption should look like, when it's done right.Chapters00:00 The Real Power of Brand Advocacy02:10 Retail Disruption: What's Changing Fast08:07 A Career Path Like No Other12:03 How to Build Trust in Emerging Categories18:15 Engaging Advocates Who Drive Growth20:05 Crafting a Consistent Global Brand21:43 Delivering a True Omni-Channel Experience23:39 How to Scale & Scale Fast24:23 Making Customer Experience Seamless25:51 Why Team Engagement Is Non-Negotiable29:26 When Employee Advocacy Pays Off30:32 The Must-Know Steps for Global Scaling32:53 The Brands Breaking New Ground34:11 Authenticity vs. Content Overload: Striking the Balance40:40 What's Fueling Excitement for New LaunchesRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Leah:On Instagram On LinkedIn

Affiliate links? No thanks.Pop-ups over panels? Think again.A content creator using AI to replace herself? Now we're listening.Season 2 of Building Brand Advocacy is officially in-swing. This week, Verity's in New York with Gigi Robinson – a Creator Expert, Social Specialist, Founder, Chronic Illness Advocate, and trusted partner to brands like Liquid IV, obé Fitness, and Stanford University (yes, really).If you want a real-time pulse check on how creators are thinking (and how your brand should be collaborating) you won't find a realer guide than Gigi.The partnerships that worked in 2017? They don't land in 2025. The best creators now expect co-creation, cross-platform collaboration, and a seat at the strategy table.It's time to ditch the playbook, and build something better.Turn this episode on & up to learn how to…Bin the Conversion-at-All-Costs Model: Gigi breaks down why affiliate deals often miss the mark, and how misaligned incentives turn creators into unpaid salespeople. Instead: hybrid models, consent-first structures, and a focus on value over volume.Build with Creators, Not Just Through Them: The smartest brands are already collaborating before content hits the feed. When creators understand the “why,” they deliver work that moves people – not just products.Rethink the Role of Real-Life: Pop-ups get attention. Panels and curated dinners create Advocates. Learn why deeper, more intentional offline moments are the real unlock for connection.Use AI the Way Creators Actually Are: From replacing assistants to scaling content across five platforms from one idea, creators are using AI now. Marketers who embrace this shift can brief better, expect more, and move faster.Understand the Creator Lifecycle: Micro, macro, mega – it's not a straight line anymore. Learn what marketers are missing when creators ‘grow out' of their lane, and how to evolve with them instead of cycling them out.This isn't about more than content. It's about connection.This conversation will challenge you, while giving you the steps to start again, smarter.Listen. Rethink. Build better partnerships.Chapters00:00 – Finding What Authenticity Really Looks Like07:05 – The Creator Economy Has Only Just Begun13:04 – Why Affiliate Models Are Missing the Mark18:56 – How Brand-Creator Relationships Are Evolving25:10 – AI, Live Shopping & the Future of Content32:06 – What Brands Still Get Wrong About AdvocacyRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Gigi:On LinkedInOn InstagramOn TikTok

What's rarer than viral growth, and more powerful than performance marketing?Sustained Advocacy.It's what the brands on this show have built, and what this 100th episode is here to celebrate.To mark the special milestone, Paul & Verity are looking back on the unforgettable moments, tactics, and truths from 100 conversations with the sharpest minds in brand building – the CMOs, Founders, and community-first Marketers behind some of the world's fastest-growing names.This is more than a recap. It's a look ahead to where marketing is heading next.Hit play to learn how to…Build With, Not For: Advocacy-first brands don't sell at their audience – they co-create with them. From skincare brands embracing mixed-brand content to companies inviting creators into the strategy room, the path forward is participatory.Scale Without Losing Soul: From The Inkey List's £100M+ brand honesty to Beekman 1802's gamified kindness, the most loved brands lead with how they do things, not just what they sell. Culture isn't the garnish. It's the growth engine.Trade Vanity For Substance: Forget follower counts. Nanos & micros are winning: because they educate, convert, and care more. Real fans > rented reach. Brands like REFY, Never Fully Dressed, and Symprove are proving that depth leads to scale, when building trust.Make Your Tactics Transparent: Today's marketers are done with vague playbooks. The best ones don't just share philosophy – they share the numbers. Budgets, CAC, conversion rates, channel tests. It's what the industry needs; a space for open, actionable learning.Whether you've listened to one episode or all 100, this one marks a turning point. Because the brands that will thrive in the next 10 years aren't chasing trends. They're building for Advocacy.Press play. Learn from the best. Build what lasts.Chapters00:00 Kicking Off With A Vocal Warm-Up01:10 What Brand Advocacy Really Means02:26 Celebrating 100 Episodes of the Podcast04:23 What 100 Episodes Taught Us08:32 Why Tactical Marketing Matters11:11 What Surprised Us 15:27 What's Next & Why Feedback Fuels It16:31 Episodes Worth RepeatingRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Paul & Verity:On Paul's LinkedInOn Verity's LinkedIn

Why do polished brands stall, while real ones build Advocacy?Because today's consumers don't want perfection. They want proof. This week, Erica Cocilova (Chief Executive Officer @ Ethique Beauty) joins Verity in New York to unpack why substance, imperfection, and product obsession are the future of brand building. From rebrands & B Corp audits to salon takeovers that win over skeptics, Erica's approach proves brand trust isn't bought – it's built. Solid product, transparent leadership, and customer service that actually puts you in contact with the CEO? They're the building blocks to scaling with integrity. Rethink what brand love looks like, as you learn…How To Build Advocacy Through Service, Beyond Storytelling: Every customer DM, email, and piece of outreach gets a reply; and it's personal. Real care builds real loyalty. It's about accountability, not automation, when you build Advocacy this way.Ways To Turn IRL Conversations Into Scalable Content: From salon takeovers to consumer-led debates on hair washing habits, Erica shares how small, real-world moments are fuelling content that converts – and creating better educated, enthusiastic Advocates in the process.How To Audit Your Brand's True Impact: Erica's first move at Ethique was to strip back 20+ sustainability claims and anchor the brand to one: eliminating plastic. Learn how to run an impact audit that narrows focus, sharpens storytelling, and guides strategy.Advice For Taking Bold, Human Decisions In Public: Erica and her team didn't hide behind the rebrand, they fronted it. Blogs, open Slack huddles; even customer support tickets answered by the CFO. Transparency isn't a ‘for the sake of it' tactic for Ethique, but is part of the team's culture.Why Bridging Purpose & Product Should Be Seamless: Ethique's haircare bars aren't sustainable in spite of their format – they're better because of it. Function & mission shouldn't compete. They should compound.This is what it sounds like when a brand listens, adapts, and leads without losing its soul.Chapters00:00 Turning Skeptics into Believers03:30 Branding at the Crossroads of Sustainability & Efficacy08:40 What It Takes to Become a B Corp12:34 Staying Real with Brand Purpose14:36 Building a Community That Advocates18:42 Starting Real Conversations with Consumers20:41 Why Inclusive Events Build Stronger Communities23:39 Authentic Engagement Starts with Listening24:36 How Brand Advocates Are Made25:56 Why First Impressions Still Matter27:12 Shifting the Consumer Mindset28:34 What Legacy Brands Got Right29:45 Direct-to-Consumer: What the Data Shows32:52 Moving Past Fear to Innovate36:14 Building Culture Through Transparency37:26 Rebranding to Be Understood39:36 Helping Consumers Choose Simply41:53 Why Scalp Care Deserves the Spotlight42:22 Getting the Brand Message Right43:47 Advocacy Is Built on ConnectionRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Erica:Via her team @ EthiqueVia Ethique's Instagram

The strongest brands aren't built through ads. They're built through people.Welcome to a special Advocacy 101 episode, where five expert insights are remixed into one helpful guide. The time, it's Founders' takes on turning creators, customers, and those in your brand network into your most powerful brand champions.Featuring lessons from Lucy Aylen (Founder @ Never Fully Dressed), Marielle Wyse (Founder & Director @ WYSE London), Haeni Kim (Founder & Creative Director @ KITRI), Lucy Toone (Founder @ TOMM Jewellery), and Francesca Kelly (Co-Founder @ Soru Jewellery), this episode breaks down how modern brands win by putting real people at the center of their marketing.Tune in to learn why you should…Make Customers Your Best Influencers: Before influencer marketing was an industry engine, Never Fully Dressed built a brand powered by everyday customers. Lucy shares why micro-influencers and engaged buyers drive more sustainable growth than big-name creators.Understand That Not Every Founder Should Be the Face: WYSE London's Marielle explains why pushing a founder into the spotlight doesn't always work – and how brands can find the right voices to represent them.Turn Negative Feedback Into Opportunities For Advocacy – KITRI's Haeni reveals how handling complaints well can transform unhappy customers into loyal Advocates. Direct customer feedback always fuels better product development.Go For ‘An Army of Ants Over a Queen Bee': TOMM Jewellery's Lucy shares why working with an engaged network of smaller Advocates often outperforms investing in one big creator.Collaborate with Creators Who Truly Align: Francesca shares why the best partnerships start with a simple question: Does this person genuinely inspire us? Every one of Soru Jewellery's collaborations hit this mark, or they don't happen. Listen in. Take notes. Build real Advocacy.Chapters 00:00 – The Power of Word of Mouth Marketing 02:09 – Building Brand Advocacy Through Community Engagement 04:53 – The Role of Founders in Brand Representation 07:29 – Turning Customer Feedback into Brand Advocacy 09:49 – Collaborating with Influencers: Quality Over QuantityRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Lucy, Marielle, Haeni, Lucy & Francesca:On Lucy Aylen's LinkedInOn Marielle's LinkedInOn Haeni's LinkedIn On Lucy Toone's LinkedInOn Francesca's LinkedInCatch their full episodes: Lucy Aylen on Creating Word-Of-Mouth MagicMarielle on Turning Feedback To Fan-Led AdvocacyHaeni's Formula For Fashion CommunityLucy Toone on Unexpected Growth StrategiesFrancesca on Not Losing Brand DNA

How do some brands thrive on social while others struggle to make an impact?The best know they're not just competing with other brands – they're competing with viral creators, meme accounts, and even second-screens.So, here's your tactical framework for standing out in the never-ending scroll.This week, Miranda Shanahan (Brand Consultant & Content Creator on @mirandadoesbrands) joins Verity to break down how brands can win attention, keep it, and convert it into lasting impact. With a career spent dissecting what makes content perform (and what makes it flop), Miranda offers tried & tested advice for short-form success.By now, it's clear – brands need to think like creators. The ones that do are building entertainment-first content worlds, owning trends instead of chasing them, and turning social engagement into real business results.Turn this episode on and up to learn how to…Ditch The ‘Viral' Mentality & Build A Repeatable Content Engine: Going viral is not a strategy. Miranda explains why the brands that win are the ones who nail scalable, signature content formats – and why 90% of your content should be proven, with 10% for experimentation.Stop Competing With Other Brands & Hold Your Own Against Creators: You're up against influencers, memes, and multi-screen distractions (like YouTube or Netflix). Brands that only benchmark against competitors are already behind. Instead, Miranda shares how to create content that holds attention in a TikTok-first world.Why Short-Form Must Deliver One or Both of These: Entertainment + Value = the key to short-form. Miranda breaks down the forumla to creating memorable, shareable content – and why the biggest mistake brands make is overcomplicating it.Nail Your Hooks & Micro-Engagements: Most brands can get the first three seconds of content right, but lose attention soon after. Learn why the most effective short-form content is structured around multiple hooks – visual, verbal, and text – layered throughout to keep people engaged until the last second.See Why The Future Is Social TV: From LuvJus' dating show to Mela's creator-led mini-series, brands are acting like content studios. The best part? You don't need Netflix-level budgets to do it; only Miranda's advice & some dedication.Listen, learn, and start creating content people will actually want to watch.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Miranda:On TikTokOn LinkedInChapters00:00 – Why branding with personality is the only way to stand out01:45 – Brand Advocacy 101: What the best get right02:47 – Short-form content is the battleground for attention06:56 – Legacy brands vs. disruptors: Who's winning and why it matters08:44 – The viral illusion: What actually drives brand growth12:01 – Not every trend is worth your time, here's how to decide14:30 – How to craft scroll-stopping content that actually engages18:08 – Founder-led content isn't enough anymore20:58 – Storytelling that sells: The balance of entertainment & value24:02 – Going niche to go big: Why the smallest audiences build the biggest brands26:01 – The social TV era: Why more brands are becoming broadcasters27:59 – Creators and brands are uniting in new ways: Here's how to do it right30:58 – Frameworks that actually work (and scale) for brand content35:00 – Most brands ignore these hidden growth tracks

Most brands see influencer content as single posts, even when they're part of long-term partnerships. The best brands see these posts as the start of entire campaigns.Creators are more than marketing channels – they're shaping culture, setting trends, and even launching products that outperform legacy brands.This week, Paul welcomes Keith Bendes (Forbes Contributor, Creator Expert & VP of Strategy @ Linqia) to the podcast. Having spent years advising global brands, Keith knows the most impactful ratio of brand-to-creator content, why “unsexy” industries actually need creators the most, and how smart brands are using a mix of CGC (Customer-Generated Content) & paid media to scale trust at speed.You'll learn how to:Go From One Post to Full-Funnel Impact: The strongest brands don't solely run influencer campaigns – they integrate content from each one into every marketing touchpoint. The same creator content that wins on TikTok should be repurposed across paid, CTV, and even OOH.Partner with Influencers Before They Compete with You: Creators are selling products, yes. They're also launching their own. Nestlé's Unwell Hydration with Alex Cooper proves how brands can get in on the action: collaborate now, or risk competing later. Know the Difference Between CGC, UGC & Influencers: “The people with the following are the ones who build the culture”, Keith says. While CGC (Creator-Generated Content) & UGC (User-Generated Content) fuel performance, influencers set the tone. Expect tactical advice for using all three.The Future of Social Commerce & TikTok Shop: Affiliate strategies work, but don't mix them with influencer campaigns. If you want creators to build brand equity, don't turn them into salespeople.What Brands Keep Getting Wrong: You can't buy your way into relevance. The brands that win are the ones creating something people want to be part of.Rethink how you're working with creator content, before you fall behind.Chapters00:00 – Building Brand Culture for Advocacy02:03 – How Influencer Marketing Has Evolved04:07 – Winning Strategies for Brand Engagement06:14 – Earning Trust in “Unsexy” Industries09:06 – The Trust Factor in Content Creation13:41 – Where Paid Media Meets Influencer Strategy15:53 – Why Influencer Marketing Matters More Than Ever17:21 – Leveraging User-Generated Content for Growth20:06 – What's Next for Content Creation?23:05 – How Brands and Creators Build Together31:54 – The Changing Advice for Marketing Campaigns39:10 – The Future of Short-Form Video42:35 – Mastering Affiliate Marketing for Growth46:09 – Balancing Brand Equity with Sales Targets51:06 – Community, Culture & the Future of Brand AdvocacyRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Keith:On LinkedIn Via Linqia's WebsiteHear more from Keith on his podcast, Creator Economy Live!

Some brand-creator partnerships feel forced. Others just work. Real Advocacy is the difference.This week, Verity sits down with Francesca Kelly (Co-Founder @ Soru Jewellery) to break down how collaboration, not control, has fueled the brand's growth. No rigid contracts. No paid influencer posts. Just long-term partnerships built on mutual excitement – leading to years-long collaborations, a global audience, and even a viral moment thanks to The Kate Effect™.Here, Francesca gets real on her Founder's journey to share how you can… Find Creators Who Actually Want to Wear Your Brand: Soru Jewellery has never paid for a post. Instead, they gift, reward & collaborate with creators – like Laura Wills (@thefashionbugblog) and Arielle Charnas – who already wear and love their pieces. Keep the Buzz Going After Launch: Forget one-off campaigns. Soru's partnerships thrive long after release day because both the brand and its collaborators keep wearing and talking about the pieces. Let Customer Feedback Shape Product: When fans loved a collection but wanted a lower price point, Soru listened. The result = a second drop that was even more successful than the first. Be Ready for Unexpected Virality: When Kate Middleton wore Soru earrings twice in two days, the press went wild. Francesca shares how they handled the sudden global attention, and what they learned from it.If your brand is looking to build real Advocacy (not just follower counts), this episode is a masterclass in letting go of control – and winning because of it.Turn it on. Take notes. Start collaborating like you mean it.Chapters00:00 – Why Brand-Creator Relationships Need Trust02:09 – How Soru Jewellery Built a Creator Network Without Paid Posts07:49 – Common Challenges in Creator Partnerships (& How to Solve Them)10:56 – Why Customer Feedback Shapes Soru's Approach14:32 – The Evolution of Brand Advocacy & Long-Term Collaboration16:26 – How Social Media Drives Growth Without Ads21:04 – Soru Jewellery's Founder Story: From Idea to Global Brand23:58 – Community-Led Growth: Why It Works for Soru28:00 – The Reality of Content Creation as a Founder30:09 – Finding New Opportunities in Emerging Markets31:40 – Taking the Leap: Why Soru May Open a Physical Store35:53 – The Kate Effect™: When a Royal Wears Your Brand38:51 – How Soru Keeps Customers Coming BackRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Francesca:Via Soru's Instagram Via Soru's TikTok 

Brands are starting to get serious about Advocacy.Few understand what it takes to build it.Here's the truth: You can't buy real Advocacy. You have to earn it.That's exactly what Carol McEvoy (Head of Social, PR & Advocacy @ Symprove) has spent years perfecting. From gut health to brand health, Carol and her team have built one of the most genuinely trusted communities in wellness. No shortcuts. No gimmicks. Just real people sharing real experiences – because they want to.Sitting down with Verity, Carol unpacks what brands get wrong about Advocacy. She shares expert insight & first-hand success tactics from Symprove's journey to get things right, too.Let's get into why you should… Stop Confusing Advocacy With Influencer Marketing:Brands that rely solely on paid partnerships miss out on the organic, long-term impact of real brand fans. Carol explains why influencers can be Advocates, but not all Advocates are influencers.Build Advocacy From Within:Employees should be your first Advocates, as passionate teams create passionate communities. Learn how Symprove ensures its entire internal teambelieves in the product before asking anyone else to.Remember Anyone Can Advocate:Many brands fixate on creators, but true Advocacy happens in doctor's offices, group chats, and real-life conversations. Symprove sees everyone who shares their experience (whether a creator, a professional, or a loyal customer) as a potential Advocate with the power to drive real impact.Forget The Shiny Objects:It's easy to get distracted by trends and competitor noise, but real Advocacy isn't built on hype. Carol shares how Symprove has stayed laser-focused on its mission, proving that word-of-mouth beats short-term marketing tricks every time.Brand Advocacy is never a short-term hack. It's a long-term advantage. If you want your brand to survive the next decade, this is how you get Advocacy right.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Carol:On LinkedInVia Symprove's Website

The best brands aren't just broadcasting. They're building with their audiences. Welcome to a special Advocacy 101 episode, where we remix four expert insights on what's next into one tactical guide.  Jo Bird (Creative Consultant | ex-Lounge, ex-Gymshark), Holly Chapman (Head of Brand @ Papier), Victoria Blinova (Senior Strategic Partner Manager @ YouTube), and Lia Haberman (Creator Economy Expert) break down the key shifts shaping content, creators & the social media landscape in 2025. Tune it to learn why you should:  Co-Create at Scale: Broadcast channels, TikTok Lives, and real-time audience input are more than engagement tools – they're shaping the future of brand strategy. Hear how REFY, Gymshark, and Papier are turning everyday consumers into collaborators from Jo & Holly. Balance Short-Form & Long-Form for Maximum Impact: Short form grabs attention, but long form builds deep relationships. Victoria & Holly know the smartest brands are mixing viral moments with docu-series, podcasts, and Substack sponsorships to create lasting impact. Leverage Live Commerce & Personal Branding: Founders aren't just behind the scenes anymore. Ben Francis (Gymshark), Aimee Smale (Odd Muse), and Ben Gallaga (Luxe Collective) prove that when brand leaders step in front of the camera, conversions skyrocket – as told by Jo. Let Go, But With a Process: Handing over creative control to influencers sounds scary, but structured workflows make it seamless. Learn how the best brands are balancing creative freedom with clear KPIs and approval processes via Victoria. Prepare For The Rise of Alternative Content: Carousels aren't just photo dumps anymore. Swipe-left storytelling, Pinterest collages, and mid-form content are on the rise. Find out how to use them to stand out, from Lia. Listen in. Take notes. Evolve your strategy.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Jo, Holly, Victoria & Lia: On Jo's LinkedIn On Holly's LinkedIn  On Victoria's LinkedIn  On Lia's LinkedIn  Catch their full episodes:  Jo on Brand Storytelling Holly on Papier's Brand Strategy Victoria on Cracking The Video Code Lia on How To Win On Social in 2025

Your resident social media experts are here, deep diving on the most underrated tool in the modern social media toolkit – social search. Right now, it's the biggest missed opportunity you might not be talking about.  More than a buzzy phrase, properly utilizing social search will be a game-changer for brands looking to keep strategies fresh and stay ahead.  This week, Verity meets with the expert on why & how we should be embracing social search, Beth Thomas (Director of Social @ Frankly | ex-TikTok, ex-Deliveroo & one of LinkedIn's Top 25 Marketers to Watch). From tactical advice that will change the way you create for socials, to candid industry chats exposing how we're all really feeling, this episode has it all.  (And yes, we really did go there.) Tune it to learn:  Why Social Search Is More Than A Trend: Forget SEO. Gen Z is using TikTok and Instagram as their search engines. But is your brand's content searchable? From adding native text to tagging locations, Beth explains why every post needs to “teach” the platform what it's about to get discovered by the right people. How To Get More From Your Creators: The best briefs are… brief. Beth emphasizes the importance of giving creators creative control while ensuring their work aligns with your brand's identity. It's about long-term partnerships, not micromanagement, to build trust, authenticity, and stronger Advocacy. Rethinking Trends & Discoverability: Beth challenges the trend-chasing mindset, urging brands to create with intention instead of blindly following the crowd. She also redefines discoverability: it's not just about getting seen but connecting with the right audience. Building Community Without Burning Out: Everyone's talking about building community, but not every brand needs to. Beth unpacks how to decide if it's right for you and why responding to comments alone doesn't make a community. For those ready to commit, she shares tactical ways to add real value to online spaces. Why Data's The Secret Weapon In Your Social Strategy: Beth believes brands relying solely on third-party analytics tools are stuck in 2017. Learn how to leverage TikTok's backend insights to track performance (hello, search data!) and adapt your strategy in real time. Hit play. Level up your social strategy.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Beth: On LinkedIn

What's driving the next wave of influence in Fashion & Beauty marketing?  Earned Media Value.  It's the metric brands can't stop talking about, for good reason.  Conor Begley (Chief Strategy Officer @ CreatorIQ) is here to break it all down.  This week on the podcast, Paul sits down with Conor to explore the exact science behind EMV (Earned Media Value) & the strategies brands need to scale meaningful impact.  By now, it's clear the brands dominating the conversation – and their markets – know how to build authentic, long-term partnerships. (Spoiler: if your influencer marketing strategy isn't prioritizing retention, you're leaving value on the table.)  They're blending creativity, data & connection to increase their share of voice, and turn conversations into conversion with creators who get it.  Tune it to learn how to:  Unlock the Power of Earned Media Value: Learn why EMV is more than a buzzword. Conor explains how it ties directly to market share shifts, helping brands like Gucci, Prime, and Rare Beauty capitalize on their share of the conversation. Retain Influencers, Not Just Recruit Them: Retention is everything. The brands crushing it are those nurturing relationships with their core creators. Conor shares tactical advice on building authentic, lasting partnerships that scale naturally over time. Use Gifting & Experiences to Create Buzz: Think aggressive gifting strategies, unforgettable events, and founder-driven relationship-building. These aren't just nice-to-haves; they're must-haves for establishing brand loyalty and long-term Advocacy. Avoid Common Mistakes That Kill Momentum: Conor highlights pitfalls like focusing solely on campaign ROI instead of Lifetime Value, and why neglecting your core audience can tank even the strongest of strategies. Don't just measure the conversation. Own it.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Conor: On LinkedIn

What is the secret sauce to launching a brand that stands out, in new markets & established ones? Connection. Creativity. Building Advocacy.  Papier knows it. Their recipe for this is tried & tested. Forget counting followers – true Advocacy begins with real relationships with real people. The brands winning right now (and always) don't just build audiences; they cultivate ecosystems of super fans, collaborators, and word-of-mouth champions.  This week, Verity sits down with Holly Chapman (Head of Brand @ Papier) to uncover how she took the UK's favourite stationary brand into the US market – and thrived. From hosting grassroots journaling events to tapping into partnerships with global names like The Met, Holly shares an unfiltered look at the power of two-way dialogue, authentic storytelling, and small but intentional community-building efforts. Grab your notebook. Find your pen. Make notes on… Building Ecosystems, Not Channels: Relying on one big marketing moment or a single channel isn't enough to create lasting growth. Holly explains how layering partnerships, PR, organic social, and community-encouraging campaigns builds a holistic brand presence that thrives across touchpoints. Prioritizing Connection Over Clout: Holly's approach to co-creating with influencers and tastemakers focuses on authenticity and shared values. Instead of one-off paid posts, she advocates for long-term partnerships; like supporting life milestones or involving creators in content direction, to foster trust and loyalty. Leaning Into Localization: Launching in the US taught Papier that every market is a collection of micro-markets with unique needs. By embracing local nuances and amplifying their British identity, they resonated deeply with diverse audiences while staying true to their core brand values. Engaging Fans Beyond The Product: Advocacy thrives when customers feel part of something bigger than a transaction. Holly shares how Papier creates opportunities for fans to connect over shared interests, like creativity and self-expression, making the brand a hub for meaningful interaction and connection. (Though covetable items like their exclusive ‘Paper Person' hats don't hurt, either.) If you're serious about building an Advocacy-first brand that scales, don't miss this.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Holly: On LinkedIn By emailing holly@papier.com  By personally asking for her mailing address, to share handwritten notes!

What if your flagship wasn't just a store, but the heartbeat of your brand community?  The ‘House of Astrid & Miyu' lived into this vision, and went viral for it.  For 2025's first deep-dive on Building Brand Advocacy, Verity is joined by Sarah Hrywnak (Chief Marketing Officer @ Astrid & Miyu). Over Sarah's 12 years with the jewelry brand – growing from Assistant to CMO – she has transformed it into a global powerhouse.  How? By mastering experiential retail, customer connection, and values-driven marketing.  From creating immersive brand experiences (think in-store domes that bring the weather in the cities of all major A&M stores to life, as well as in-store piercing, welding & tattoos) to making customers their loudest fans, this episode is packed with actionable strategies to grow through true Advocacy.  Here's what's in store: Treating Customers Like VIPs: Sarah reveals how Astrid & Miyu bridges the gap between customer & influencer by offering deeply personal touches to their biggest everyday fans – like handwritten birthday cards and intimate feedback sessions. These gestures do more than build loyalty; they make customers integral to the brand journey. Balancing Emotion & Commerce: Sarah knows how to get a CFO to buy-in on big plans; sharing how she aligns emotional brand-building with measurable KPIs, to prove that investing in experiences (like HOAM) leads to commercial success. It's about playing the long game while delivering short-term wins. CMO Challenges & Insights: From navigating rapid industry changes to balancing agility with long-term strategy, Sarah shares what it takes to lead marketing for a fast-evolving brand. Hint: forgetting the competition is half the work.  Stay Ahead Without Losing Your Core: In a sea of fleeting trends, staying true to your mission is the ultimate differentiator. By filtering every innovation through their 3 intrinsic values, Astrid & Miyu has built a brand that evolves without compromising its identity. You can, too. Turn this episode up & take notes. The brands that win tomorrow are starting today.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Sarah: On LinkedIn On Astrid & Miyu's Instagram On Astrid & Miyu's TikTok 

Advocacy at scale is the future of fashion & beauty marketing. Video is how you get there. In 2025, consumers are demanding realness (but you already know that).  Brands that meet them with honest, engaging content are the ones building trust. It's not about creating any video; instead, it's about using the right formats for the right message.  Success demands more than creativity, but requires a process-driven approach and real investment in creators who align with your brand. For the last chat of 2024, Verity is joined by Victoria Blinova (Senior Strategic Partner Manager @ YouTube). Victoria unveils the tactical tips that turn creators into brand powerhouses, and struggling channels into million-subscriber success stories.  (And yes, she's been the strategist successfully responsible for this.)  Diving into her expert knowledge, Victoria reveals how any brand can dominate in the creator economy – all through a mastery of video content.  Listen on to learn: Turn Creators Into Growth Partners: Forget quick fixes. Victoria shares underrated ways to build authentic, lasting relationships with creators who really love your brand. From outreaching with customised videos to practicing good Whatsapp etiquette, she shares advice for turning creators into genuine partners who drive scalable, sustainable results for your brand. Leverage Video's Full Potential: Short-form sparks curiosity; long-form builds Advocacy. Victoria breaks down how to use short-form to hook audiences in seconds (quick tip: use ‘How I' instead of ‘How To') and long-form to deepen connections that lead to loyalty. Discover the ideal balance, if there is one. Run Campaigns That Actually Work: Most campaigns fail because brands and creators aren't aligned. Victoria's strategies show how to brief creators effectively, communicate on their terms, and prioritize the right goals. The result? Campaigns that consistently deliver ROI and build stronger connections with your audience. Hit play now. Lead on creator-led video in the new year.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Victoria: On LinkedIn

2025 is coming in hot.  Is your brand ready to thrive in the era of co-creation? This week on the podcast, Verity welcomes back the incomparable Lia Haberman – leading authority on the creator economy, social media savant, and the ultimate forecaster on what's next. If you're in fashion, beauty, or any space where community & content matters (spoiler: that's everywhere), this episode is your tactical guide to the year ahead. From Lia, you'll learn about: The Power of Co-Creation: Customers aren't just buying – they're building with you. Lia spills how brands like E.L.F. Cosmetics and Netflix turned audience feedback into blockbuster products and campaigns. The takeaway? Your next big idea might be hiding in the Comments section. Influencers, Reimagined: Forget the airbrushed perfection of yesterday. 2025's creators are experts, superfans, and relatable voices. Lia unpacks how beauty brands are leading the charge in harnessing this shift to connect, convert, and dominate; and what you can learn from them.  Content That Actually Connects: Swipe-left storytelling. Long-form's comeback. Collage culture. The next big content moves are here. Lia breaks down why they matter for brands looking to capture, and keep, attention. AI That Elevates (Not Overpowers): From smarter searches to hyper-personalized connections, AI is no longer the shiny new toy – it's your quiet powerhouse. Lia explains how to use it right (without losing the human touch). This isn't another trends rundown. It's a masterclass in evolving with your audience, building real Advocacy, and making 2025 your best year yet. Press play and take note. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Lia: On LinkedIn Subscribe to ICYMI

Scaling fast can cost a brand what matters most…  Your connection to community. So, when a Founder cracks the code to growing both the bottom line & Brand Advocacy globally, learning from them becomes unmissable. In a world of trends, viral moments, and short-term wins, Colette Laxton (Co-Founder @ The Inkey List) is openly calling BS on the pace of the beauty industry. Her mission? To make skincare simple, accessible, and authentic – for everyone. This week on the podcast, Colette sits down with Paul to share how she and her team built a $100M+ skincare brand in just six years without sacrificing their core values. Colette's insights are gold for any brand builders who want to scale while staying true to their brand ethos. (Aka, all of you.) Hit play to discover how to: Build on Transparency, Not Tricks: When The Inkey List launched, ingredient lists were unheard of on beauty websites. Colette set out to empower consumers with straightforward education, not marketing magic. Learn how this no-BS approach created a fiercely loyal community. Turn Shortcuts Into Long-Term Wins: Fast growth can tempt brands to cut corners. Colette reveals what not to do, from outsourcing field teams to chasing fads, and why the real ROI comes from genuine human connections – like chatting with customers over a glass of wine on Instagram Live. Find The Right Advocates, Not Just The Loudest Ones: From gifting to nurturing grassroots Advocacy, Colette shares how The Inkey List has built a global community of creators, retail associates, and superfans. The key? Relentless focus on education and shared values. Educate Everywhere, At All Touchpoints: Whether it's a TikTok, packaging, or a QR code on a store shelf, Colette breaks down how to make every customer interaction a moment of learning; and why that builds enduring Brand Advocacy. This is your sign to stop chasing the next trend.  Instead, scale with purpose. Build a community that believes in your brand. Nail the basics, to turn your mission into a movement. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Colette: On LinkedIn On Instagram  On The Inkey List's Instagram  On The Inkey List's TikTok

What's better than building a brand for your audience?  Building it with them.  From starting with 5 cashmere jumpers at a trade show to serving 150k+ brand fans & a cult following, Marielle Wyse has built her brand entirely through customer co-creation. This week on the podcast, Verity welcomes Marielle (Founder & Director @ WYSE London) for an entirely expert take on fostering Brand Advocacy. During lockdown, Marielle turned her living room into a creative studio – using Instagram Lives and raw, unscripted moments to meet her customers where they were. The result? A brand built on trust, dialogue, and joy; one that doesn't just sell clothes, but helps women rediscover their “fashion mojo”.  Tune in to hear her take on:  Two-Way Dialogues on Instagram: Marielle's Instagram Lives transform customers into collaborators. By inviting them to share what they truly want from the brand, whilst also connecting on causes that matter, WYSE fosters a sense of inclusion that feels real and relatable. Marielle's process is refreshingly simple; send a suitcase of clothes home, set up a rail, and let fun & engagement lead the way.  Dark Social as a Relationship Builder: By using DMs in personalised ways (forget mass replies & think voice notes from the Founder) and private polls to spark meaningful action, Marielle is building loyalty. While she no longer replies to every DM personally, her presence in the Comments and other touchpoints ensures her community feels seen and valued. These personal interactions, from bonding over TV shows to addressing individual feedback, strengthen customer relationships and quietly drive sales. Pivoting with Purpose & Imagination: Marielle doubles down on creativity to keep her Instagram strategy fresh and engaging. From testing new formats to embracing the charming chaos of themed Lives, her willingness to experiment kept her audience hooked. This imaginative approach, paired with a focus on listening closely to her customers, ensures she's always designing pieces her audience loves – never “clothes nobody wants to buy”. It's your guide to creating connection through care, relatability & getting creative.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Marielle: On WYSE London's Website On WYSE London's Instagram

Social Commerce is more than a buzzword — it's reshaping the way brands interact with their communities.  At its heart lies a powerful trio: user-generated content, creator marketing, and trust. From early innovations in Southeast Asia to Livestreaming for TikTok Shop across Europe & The Americas, it's clear: the brands that thrive today meet their customers where they are and involve them on their terms. In the last of our live recordings from the Social Commerce Summit: Autumn Edition, Paul welcomes Cathriona Nolan (ex-SVP of Marketing, Brand & eCommerce @ Pomelo Fashion) and Yoann Chipotel (Partner @ Emplifi) to explore how Social Commerce drives Brand Advocacy. With Cathriona's hands-on experience in building omnichannel, influencer-loved brands, and Yoann's expertise in leveraging community content for global giants like Nike and H&M, this episode is packed with actionable insights for brand builders. Hit play to learn: Leverage UGC as Authentic Brand Currency: Cat shares how Pomelo's “Pomelo Girls” activations transformed everyday customers into Advocates. By encouraging content creation, their voices were socially amplified – leading to more trust, and more sales. Yoann dives into how even bad reviews build trust when used transparently, too.  Empower Creators Without Losing Control: Here, Cat explores the best ways she knows how to foster authentic partnerships with creators who align with your brand values. Finding the right fit, using her foolproof methods, ensures their Advocacy feels genuine and trustworthy. Build Community-Driven Social Commerce: Discover how Live selling, loyalty rewarding, and community involvement turn customers into Advocates. By replicating in-store experiences through Lives and rewarding engagement, brands foster deeper connections – encouraging customers to authentically champion you. The key takeaway? Social Commerce is more than a channel. It's a dynamic way to build trust, foster involvement, and turn customers into long-term Advocates. Utilizing creators, turning to community-generated content, and caring is your way in.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Cat & Yoann: On Cat's LinkedIn On Yoann's LinkedIn

Brand builders, take a peak into our crystal ball.  There's you, your entire marketing team, and a whole lot of TikTok Lives. Social Commerce is growing fast, and it's clear that brands leveraging it early are reaping the rewards.  That's why industry leader, Ben Gallaga, has decided to break his silence – sharing how he's built an iconic brand by going all-in on TikTok Shop, so you can too. Live from the Social Commerce Summit: Autumn Edition, Ben (Founder @ Luxe Collective) sat down with Paul for a conversation equal parts business smarts & real talk. Knowing this space better than most, Ben is fast carving a space for pre-love luxury on TikTok – having turned the channel into 34% of the brand's revenue since launching in July.  By staying adaptable, authentic, and relentless on socials, Luxe Collective has built a loyal following of passionate brand fans & Advocates. Even setbacks – like over-hiring, a break-in & investing in content that didn't work – have been used to take massive steps forward with community connection.  Now, Ben will share how to: Turn Every Live Session Into a “Must-Watch” Show: Ben reveals why TikTok Live sessions should be treated like episodic TV, with new content and offers on set days of the week. Learn his strategies for making each session feel unique, engaging, and worth tuning into, from exclusive product drops to flash sales and live Q&As. “Host the Party” on Social Media: When creating engaging content, think of your brand as the host who brings the latest news, trends, and industry happenings to the table. For Ben, this “hosting” strategy means discussing relevant topics & breaking news while subtly plugging the product — an easy way to establish authority, grow visibility, and consistently offer value to your community. Master the Art of “Irresistible Offers”: Ben explains the psychology behind crafting deals that feel too good to pass up, from limited-time discounts to exclusive bundles. His secret? Make the audience feel like they're getting an offer too good to miss out on. Generosity is key when it comes to building Advocacy, after all.  Here's how you scale on TikTok Shop while staying grounded. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Ben: On LinkedIn On Instagram  On Luxe Collective's TikTok

What's more valuable than a brand that speaks candidly to its customers? A brand that listens to them.  Fostering true Advocacy isn't just a loyal customer base – it's building a community around shared moments of care. Consider this your opening blueprint for transforming brand love (from your customers, creators & social lurkers) into real Brand Advocacy. You may even make a sale, too.  In this live recording from the Social Commerce Summit: Autumn Edition, you're brought an unfiltered conversation with four Brand Leaders – each with firsthand knowledge on growing through meaningful connection, realness, and a bold content strategy. Welcome Jimmy Charnock (Head of Community @ Represent), Sarah Ashwick (Communications & Advocacy Expert @ L'Oréal), Olly Hudson (CMO @ The JAQ Group), and Joe Marston (Founder @ Soar With Us) to the podcast. Learn L'Oréal's signature approach to creator collaborations, how Represent stays ahead of the community curve, and why brands like Liquid London can earn creators £30k+ from one TikTok post. According to these experts, you should… Put People Over Products: Jimmy says it best – “Put time into people, they'll put time into you.” Building Advocacy means inviting your audience behind the scenes, sharing real moments, and doing things noone else is. This isn't about disruption — it's about connection first. Brands who lean in will come out on top. Let Community Ideas Lead: Sarah's formula for community building? Empowering creators to bring their wildest ideas to life; co-creating with you. “Our community is so inclusive. They create incredible content, and allowing them to come to us with bonkers ideas is where we won.” Trusting your community to help shape your brand. Get Tactical On Rewarding Creators: Joe & Olly share a tested strategy for scaling brand reach with creator communities, leveraging aggressive commission strategies to stand out. “Affiliates are spammed by brands daily. But when you offer £5 for a sale instead of 50p, you unlock the full potential of mass creative testing.” This approach has driven incredible results, including £55k+ revenue in one day on TikTok Shop. Press play. Uncover how Advocacy shapes every area of Social Commerce. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Jimmy, Sarah, Olly & Joe: Jimmy's LinkedIn Sarah's LinkedIn Olly's LinkedIn Joe's LinkedIn

How do you cultivate a deeply dedicated community in fashion?  You transform it into a force for good.  For this episode, Verity is joined by Jo Tutchener Sharp (Founder & CEO @ Scamp & Dude). Diving deeper than this podcast has before, they explore Jo's story and the incredibly real impact it had on her drive to build something meaningful.  After navigating personal highs and lows — including major surgery, surviving cancer, the launch of Scamp & Dude, and going live with Liberty London in less than ten months — Jo's story is one of resilience and impact. To date, the brand has donated more than 53k scarves to women going through similar treatment; and thousands more Superhero Sleep Buddies to children impacted by their mothers' treatments.  Scamp & Dude is not your average fashion brand, but one the whole industry can learn from.  Balancing commercial success with charitable goals, their superpower-infused branding connects with vast audiences for one reason – everyone could use a boost sometimes.  From experience, Jo knows exactly how to… Build Authentic Customer Relationships: The magic of Scamp & Dude lies in keeping things real — no forced strategies. Jo's personal interactions, from Instagram Lives to in-store community events, create a community that feels wholly meaningful. Learn how to foster deep, authentic connections by repeatedly showing genuine care. Tell a Story That's True to You: A brand's story should come from the heart. You can tell when it doesn't. Jo highlights how her personal journey is “intrinsic to the whole brand”, and why fashion & beauty marketers must find their brand's truth and live into it boldly. Customers feel the difference. Create a Community That Advocates With You: Scamp & Dude's community thrives on confidence and support — fans connect, share feedback, and inspire one another in more private digital spaces than you'd know. Jo reveals how empowering customers to be part of your brand's journey creates a supportive environment, where Advocacy naturally flourishes. Learn from Jo. Show you care. Build something that matters.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Jo: On Instagram On Scamp & Dude's Instagram On Scamp & Dude's Website

Is there a formula for fashion brand success that goes beyond quality and design? Community, collaboration, and unwavering focus on the customer.  In comes KITRI – the cool girl, high-fashion brand you can actually afford.  For this episode of the podcast, Verity sits down with Haeni Kim (Founder & Creative Director @ KITRI) to uncover the real story of building a beloved cult brand. Defying industry norms, this former dancer turned fashion entrepreneur knows how to stay on pointe – putting women center stage in every design, with a community-first mindset. Listen in as she and Verity discuss the realities of marketing in fashion's current landscape, and the tactics needed to create a brand that sticks around for the long haul. To Haeni, winning the long game means continually listening to – and learning from – your community. According to the expert, you should… Creating Community-Centric Buzz: It is vital to get direct feedback from your customers, and actively build something a community could care about, from day one. Through exclusive but regular drops and carefully curated edits, Haeni created a routine for KITRI shoppers to look forward to. The power of word-of-mouth – with customers creating their own WhatsApp groups to predict the next drops and share their buying plans – holds all the power.  Balancing Brand With Performance: Haeni learned the hard way that an over-focus on performance marketing can quickly deplete brand strength. The pivot in 2022 to long-term brand building is a crucial lesson for all marketers. If you're not nailing brand, no amount of sales can save you for long.  Turning Customer Complaints Into Advocacy Opportunities: KITRI's approach to customer feedback, especially bad reviews, is golden. By actively listening and addressing concerns, Haeni & her team have managed to turn most dissatisfied customers into loyal Brand Advocates. She shares how you can, too.  Press play to put community first when setting your brand apart, ensuring its story is told for years to come. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Haeni: On Instagram On KITRI's Instagram On KITRI's Website

What's better than Return On Investment when it comes to content & community building?  Return On ‘Involvement'.  It's the sweet spot where Advocacy lives, and the household-name brands know it.  Consider this your guide to getting stuck in – to growing personal, niche, and brand communities through the power of true, caring connection.  This week, welcome Author, TEDx Speaker, LinkedIn Top Voice & Creative Consultant, Jo Bird, to the podcast. Her years building iconic brand identities (ex-Lounge, ex-Gymshark) alongside her own make her expertly placed to advise you here, in conversation with Verity.  By now, it's a fact that the brands that win involve their audiences in their journey. The next frontier of engagement marketing will be co-creating with your community, to tell your brand story. Turn this episode on and up to learn how to… Relinquish Control to Creators – Cautiously: Collaborating with creators of all sizes is key to spreading digital word-of-mouth and Advocacy. Jo warns against blindly handing over control, though. Brands need to be mindful of their intention and ensure creators align with their brand's ‘friendship group', so to speak. Otherwise, you could quickly have the wrong person Advocating for you. The right creators can become invaluable Brand Advocates, but the relationship must be carefully curated. Not Just Follow Trends, But Set Them: Brands that excel don't just follow trends – they're creating them. Experimentation is key here, and taking inspiration from successful brands like Gymshark and Duolingo can help shape a unique strategy. In 2025, this will look like prioritizing co-creation, personal brands, TikTok Lives, and embracing content that fosters a conversational, involved community. Prioritize Advocating With Your Brand, Not For It: A brand must have a clear point of view, and share in it authentically with their community. Asking brand fans to Advocate for your brand, instead of with your brand, is a common mistake. Younger audiences expect brands to take a stance on issues, while allowing them to join in the movements made together. Advocacy is a long-term plan; the only one that ensures brand survival for the next 10-20 years, according to Jo herself. Listen. Learn. Take your brand strategy (personal or commercial) to the next level.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Jo: On LinkedIn On Instagram On her Website

How do you actually stand out in fashion?  You stand for something. No, really stand for something.  That's exactly what Beyond Yoga did. Almost 20 years later, the brand is still thriving.  Building firmly on the ethos that everyone can wear activewear – no matter their shape, size, or activity levels – has cemented them as a forward-thinking leader in this game.  Today, Paul is joined by Michelle Wahler (Co-Founder (& Former CEO) @ Beyond Yoga | ex-Levi Strauss & Co.) to share her co-founding story. Disrupting the activewear space from day 1, with industry-leading fabrics and a total embrace of size-inclusivity, Michelle knows exactly how to create a brand identity that resonates with women everywhere.  Gain real insight into how she balanced the demands of running a business while maintaining the passion and deep love for her work across two decades, alongside the one thing she'd do differently if she could go back. For fellow Founders, her advice is clear – don't forget to protect your equity, and don't sleep on the power of wholesale.  Whether you want to hear the hidden challenges of scaling globally, or you're interested in how Beyond Yoga's unique Space fabric came to be a brand signature, this conversation is packed with the knowledge of growing a brand that puts Advocacy first. Tune in to hear Michelle's take on…  Breaking The Beauty Binary: This mission has been at the core of Beyond Yoga's values, as the brand made a bold commitment to inclusivity and authenticity. With a strict ‘no photoshop' rule, the brand took a strong stance on celebrating real bodies. This unapologetic approach not only resonated but also fueled word-of-mouth, as consumers struggled to find the same authenticity elsewhere. Creating Word-Of-Mouth Buzz: Michelle walks us through the tactical steps that helped the brand grow through word-of-mouth and Advocacy. From the moment the team realized Beyond Yoga had "made it", when Reese Witherspoon was pictured buying their leggings in the 2000s, to the importance of offering what consumers truly want – something no one else is doing. Being Generous To Be Kind First, Not To Benefit: There's nothing that builds Advocacy quite like giving your product away for free. That's exactly what Michelle did, time and time again – not just to creators, but directly to the Beyond Yoga community. Rewarding them for their loyalty, dedication, and taking a chance on a new name. In the same vein is employee Advocacy, with Michelle building out a generous company culture that truly cared for its people; shutting down during the holidays and offering flexible work options long before they were popular. Here's how you build for brands with a mission-driven approach.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Michelle: On Instagram