Podcasts about brand advocacy

Host Jodi Katz sat down with two women at the forefront of redefining health care as we know it: Liz Josefsberg, Founder & CEO of Target 100 Inc and Sarah Pesce, COO of stealth-mode wellness startup Radence.Despite wildly different paths—Liz went from Broadway star to Weight Watchers executive, while Sarah pivoted from nurse practitioner to health-tech builder—both share a mission: to help people move from “sick care” to well care.Liz's early career was center stage—literally. She spent years performing in Showboat and Les Misérables, all while privately battling weight fluctuations. That struggle led her to Weight Watchers, first as a member, then as a team member, and ultimately as their Director of Brand Advocacy. She helped build programs, consulted for the CEO, and guided celebrities like Jennifer Hudson and Charles Barkley through their own wellness transformations.But Liz wanted more than just the Weight Watchers playbook. She authored Target 100, a behavioral weight loss book that evolved into an app platform connecting hydration tracking, biometrics, and movement. Her mission? To give people a simple, evidence-based way to understand their bodies—and stay in the game without guilt or shame.Sarah began in cardiology, treating patients already facing chronic illness. It didn't sit right. She saw an opportunity to move upstream—to build better systems for prevention. That led her to advanced degrees, hospital innovation work, and eventually to launching wellness labs that deliver “digital twins” of users through biomarker testing, wearables, and environmental data.Now, at Radence, Sarah's team is developing a member-based preventative screening experience backed by a powerhouse science team. Her focus? Making cutting-edge longevity care accessible, personalized, and understandable—without needing an advanced medical degree to interpret your own labs.Liz and Sarah agreed on nearly everything: that bio-data is only helpful if it's explained clearly. That technology is outpacing consumer understanding. That shame is a sales tool used too often—and that emotional support is what most health programs are missing. Whether it's using AI to build “Liz in your pocket” or designing a membership that meets people where they are, their north star is clarity, context, and compassion.As Liz put it: “No woman has ever come to me and said she doesn't know an apple is better than a Snickers. The problem isn't information. It's behavior—and how we stay in the game.”

I'm Josh Kopel, a Michelin-awarded restaurateur and the creator of the Restaurant Scaling System. I've spent decades in the industry, building, scaling, and coaching restaurants to become more profitable and sustainable. On this show, I cut through the noise to give you real, actionable strategies that help independent restaurant owners run smarter, more successful businesses.In this episode, I talk about something I think we've gotten backwards in the restaurant industry — loyalty. Too many of us are trying to buy it with discounts and deals. But real loyalty? That comes from connection. I dig into how to move beyond the transactional and start creating experiences that actually mean something to your guests. It's about storytelling. It's about generosity. It's about making people feel like they matter. When you build that kind of emotional connection, you don't need to bribe people to come back — they come back because they want to. And better yet, they tell their friends. If you're looking to turn one-time visitors into lifelong fans, this episode is for you.Takeaways:You can run a successful restaurant without running a successful restaurant business.Most restaurant owners have great food but lack business acumen.Discounts do not drive loyalty; they create transactional relationships.Guests return for the experience, not for discounts.Creating a sense of belonging is key to guest loyalty.Generosity should be intentional and targeted, not random.Memorable experiences lead to word-of-mouth marketing.Identify high-value guest moments for targeted gestures of generosity.Document and share guest stories to enhance marketing efforts.True loyalty is built on experiences, not freebies.Chapters00:00 Introduction to Restaurant Profitability02:03 The Power of Genuine Connection Over Discounts05:51 Creating Memorable Guest ExperiencesIf you've got a marketing or profitability related question for me, email me directly at josh@joshkopel.com and include Office Hours in the subject line. If you'd like to scale the profitability of your restaurant in only 5 days, sign up for our FREE 5 Day Restaurant Profitability Challenge by visiting https://joshkopel.com.

In this episode of the Digital Marketing Podcast, hosts Ciaran Rogers, Louise Crossley, and Daniel Rowles dive headfirst into a topic that's reshaping the way brands grow online: creating brand advocates vs. hiring influencers.

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

Liz Josefsberg is a health and wellness expert with over 15 years of experience in the weight loss industry. She served as Director of Brand Advocacy for Weight Watchers, where she worked with clients like Jennifer Hudson and Jessica Simpson. Liz authored Target 100, a program focusing on six lifestyle areas: food, hydration, exercise, movement, stress, and sleep. She founded Target100 to help individuals personalize their weight loss journeys with sustainable habits. Liz also consults for health-tech companies and frequently speaks at corporate wellness events. In our conversation we discuss:(00:00) - What will listeners learn from this conversation?(04:21) - What were your own struggles in weight loss(7:38) - Mental health in losing weight(13:41)- Evolution of hunger drive(23:38) - How to change a bad habit(32:17) - Breaking the streak(39:10) - Modern-day weight loss program(46:55) - The Biggest Loser study(53:36) - What is the 6 pillars(1:04:16) - Meditation for losing weight(1:11:55) - Questions to ask yourself for better decisions(1:18:02)- Weight loss hacks vs Routine changes(1:25:23) - Focusing on the positive payoffWatch full episodes on: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@seankim⁠⁠⁠⁠⁠⁠⁠⁠⁠Connect on IG: ⁠⁠⁠⁠⁠⁠⁠⁠https://instagram.com/heyseankim⁠

Welcome to the 77th episode of Ecommerce Toolbox: Expert Perspectives! This time, host Kailin Noivo sits down with Alan Ferrero, Digital Director at Camper, for an in-depth discussion on how the iconic Mediterranean footwear brand is embracing digital transformation while staying true to its craftsmanship roots. Alan shares insights on the evolution of ecommerce, the power of AI, and how Camper is leveraging community-driven engagement through The Walking Society. He also dives into how the brand is optimizing global operations across 40 countries while maintaining its authenticity and values.

Last week I spoke about If you have a team, and they're not a part of your marketing strategy you are truly missing a vital piece of the marketing puzzle.This week, I dive (again) into the critical importance of involving your entire team in the marketing efforts of your business. But also give practical advice of HOW to get them involved.Drawing from my 15+ years of experience, I discuss how creating a feedback loop and ensuring that every team member is engaged can be a game changer for your marketing efforts. I also highlight practical ways to get your team involved, such as having competitions and sharing the business's marketing goals. Whether you have a virtual assistant, contractors, or a larger team, understanding how to integrate marketing into your company's culture is essential for growth.Lastly, I emphasize the impact of internal marketing on creating a positive work environment and growing raving fans both internally and externally.DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/Instagram @bec_chappellLinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team.How to work with me:1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders3. Book me as a speaker or advisor for your organisation4. Get me on your podcastThis podcast has been produced and edited by Snappystreet Creative

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

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 

Most brands are running marketing strategies built for a world that no longer exists. We all want to create a movement, capture demand at scale, and dominate a market. But how do we do that today?For most marketers, Account-Based Marketing (ABM) is the gold standard: highly targeted, sales-aligned, and built to close high-value accounts. Then you have Market-Based Marketing (MBM), which expands the lens to broader demand capture, category creation, and positioning at scale. But the REAL power shift to consider? Let me introduce you to Community-Based Marketing (CBM). CBM isn't just about audience segmentation; it's about integration. ABM is transactional at its core. It's focused on getting the deal, not necessarily building a lasting relationship. And in a world where trust is the currency, ABM alone isn't enough. MBM is noisy. It requires a massive investment in awareness, content, and brand positioning. And in today's world of oversaturated content, it's harder than ever to cut through. CBM is about embedding your brand into the daily lives of the people who actually matter.With ABM, you're pitching from the outside. With MBM, you're broadcasting to the masses. But with CBM, you're technically already in the room.Instead of hoping they see your ad, you're in their inbox. Instead of forcing them to book a demo, they're asking you for a call. Instead of convincing them to trust you, they're defending your brand against competitors. Doesn't that sound amazing? Well trust me it is possible by recalibrating Account-Based Marketing and Market-Based Marketing with Community-Based Marketing that aligns with Value-Based Marketing, turning your community into your growth engine: generating organic conversations, referrals, and loyalty that no ad spend can replicate.Beyond The Episode Gems:• Subscribe To My New Weekly LinkedIn Newsletter: Strategize. Market. Grow.• Buy My Book, Strategize Up For The Blueprint To Scale Your Business: StrategizeUpBook.com• Discover All Podcasts On The HubSpot Podcast Network•  Try GetResponse For FREE On Me To Monetize Your Content: GetResopnse Content Monetization Plan   #####Support The Podcast & Connect With Troy: • Rate & Review iDigress: iDigress.fm/Reviews•  Follow Troy's LinkedIn @FindTroy• Need Growth Strategy, A Keynote Speaker, Or Want To Sponsor The Podcast? Go To FindTroy.com•  Follow Troy's Instagram @FindTroy•  Subscribe to Troy's YouTube Channel

Welcome to the EmpowerHer Business Accelerator channel where you will find practical tips and guidance on building a thriving business with confidence! Each week, you'll learn actionable strategies, mindset shifts, and the inspiration you need to step into your power as a CEO. In this episode, Philippa Channer explores the importance of fostering customer loyalty and retention in the digital space. With so many options available, businesses must take intentional steps to build trust and keep customers engaged. Philippa shares five key strategies to create a seamless customer experience, maintain engagement, and encourage repeat business. Timestamps: (00:00) Welcome and Introduction (01:00) Why Loyalty & Retention Matter in a Digital World (02:00) 5 Strategies for Digital Loyalty & Retention Create a seamless online experience Engage consistently on social media Offer exclusive benefits for loyalty Provide valuable and personalized content Ask for and act on feedback (07:00) Final Thoughts and Next Week's Topic Preview Special Announcements & Links: Free 30-Hour EmpowerHer Discovery Session: https://channerconsultingllc.hbportal.co/schedule/660da85649ef86002d1790d3 Subscribe for regular content on marketing strategy and customer relationships. Connect with us: LinkedIn: https://www.linkedin.com/company/channer-consulting-llc Facebook: https://www.facebook.com/channerconsulting/ Instagram: https://www.instagram.com/channerconsulting/ Get in touch: info@channer-consulting.com

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

In this episode, we have a good (loyal?) friend of the show back for a second round: John Lyons.Important links* John on LinkedIn* John's new YouTube show ‘Bin Juice' This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

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

Bruce Perry, Global Head of Brand Advocacy of Mossburn Distillers is back. Bruce's decades of experience in the whisky industry is an expiring career, and he explains how his connections from across the world helped build Mossburn's 12 Year Old whisky finished in Foursquare Rum casks.Guests: Bruce Perry & Brett BauerHost: Jake HukeeListen to more episodes and read stories at keyinthelake.comKey In The Lake

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

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

You're listening to Bardtenders! In this episode of "The Mixing Glass", Sebastien Derbomez talks about his journey in the hospitality industry and how the path you take as a bartender can open the door to opportunities to travel around the world. Sebastien speaks about his experiences traveling, immersing himself in other cultures, and hosting a cocktail competition next to an active volcano! ------------Sebastien Derbomez is the US Manager of Brand Advocacy across the William Grant & Son's portfolio.Sebastien started his career in the beverage industry 20 years ago in London at the prestigious Nobu restaurant and then in many “members only” clubs. In 2007, he took his talents and cocktail shakers to Brisbane & Sydney, Australia. During his time there, won several awards for outstanding cocktails, service, and leadership including two Australian Bar Awards and a Queensland Lifestyle Award.Sebastien has had many roles during his time at William Grant & Son's. His journey began in 2012 when he successfully represented the company's whisky brands in his first year. Since then he has worked extensively with Hendricks and Monkey Shoulder before taking on his new role as the US Manager of Brand Advocacy in 2020. Sebastien hopes to continue to bring the company's exceptional brands to life amongst the trade, while also becoming an ultimate resource and mentor within the industry. Alongside his responsibilities, Seb is passionate about traveling the world to discover new cultures and has always been fascinated by tribal culture and rituals – he has even spent time with Aboriginals in Australia and the natives of Tanna Island. Seb is constantly on the hunt for the most unusual locations to enjoy cocktails; even atop Mount Yasur, an active volcano...------------Don't miss out on any of the action!  Head to www.bardtender.com to stay up to date with all of the Bardtender content, find resources for mental and physical wellbeing, get access to education materials, and check out what all of our bards are up to! 

Feeling overwhelmed trying to plan your Black Friday and Cyber Monday strategy this year? You're not alone.  Should you be discounting? Who should you send your offers to? How much should you be spending on paid ads (heck, should you even bother????) From deciding how much to discount to figuring out the right marketing channels, there are so many moving pieces that it can make your head spin

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

The landscape of on-premise spirits consumption has undergone significant shifts in the past few years, challenging the long-held view that primary drivers of growth for spirits brands take place on-premise. The aftermath of the pandemic has seen consumers engage differently with bars and restaurants, learn to be at-home bartenders, display increased health consciousness, and grapple with inflationary pressures that affect their spending habits. These macro-level changes have affected brands' approaches to on-premise strategies. Despite the challenges, on-premise continues to offer unique opportunities for brands to educate consumers, facilitate product sampling, and drive sales. The question now is how brands can best leverage the opportunities presented by bars, restaurants, and other venues in this evolving landscape. To explore this topic, Emmett Strack sat down with prominent players in the New York City on-premise scene at Bar Convent Brooklyn this past June. This in-depth conversation delves into strategies for fostering meaningful relationships between brands and bars in 2024 and beyond, addressing the changing dynamics of the industry and exploring approaches to on-premise engagement in a post-pandemic world.Featured Guests:GN Chan, Co-Founder, Double Chicken PleaseSebastien Derbomez,  Manager of Brand Advocacy, William Grant & SonsJason Hedges, Director of Beverage, Laurent Tourondel & Founder, Bar IQMentioned in this episode:Double Chicken PleaseWilliam Grant & SonsLaurent Tourondel Bar IQWant to stay in the know about new episodes from the podcast? Fill out the form below: https://share.hsforms.com/1MEb-81x2TXi3f15qO_yEpA4tip1Learn More About Park StreetSign up for our Daily Industry Newsletter.Sign Up for our Monthly Newsletter.Check out Park Street's Guide to Getting Started in the U.S. MarketFollow us for more industry insights onLinkedIn FacebookTwitterInstagram

Bruce Perry, Global Head of Brand Advocacy of Mossburn Distillers joins the show. Bruce's decades of experience in the whisky industry is an expiring career. He's investing in brands, like Torabhaig, that walk down the road laid by the whisky/spirits legends. He shares the infancy of this Isle of Skye Scotch, the plan of their elegant releases, and the journey they're on to capture Skye in a bottle of 10 and 12-year-old Scotch.Guests: Bruce PerryHost: Jake Hukee & Brett Bauer Listen to more episodes and read stories at keyinthelake.comKey In The Lake

When it comes to kindness, one thing is clear. Everyone could use more of it.  Beekman 1802 is a brand built entirely for one purpose: making beauty kinder. And no, not in a jovial or solely ingredient-based sense.  Join Paul as he digs into this deep dive on kindness as a pillar of Brand Advocacy, in conversation with Brad Farrell (Chief Marketing Officer @ Beekman 1802 | ex-Kiehl's, ex-L'Oréal).  Aiming to be the #1 prestige brand for sensitive skin globally, there are no compromises when it comes to building through word-of-mouth and practical kindness at Beekman.  From the brand's origin story (hello, goat milk farmer who moved in with the Co-Founders) to the tactical ways both analytical and creative skills can create high-performance marketing teams, this is the science of Advocacy down to an art.  Get ready for Brad's expert take on… Making Beauty Kinder: To your skin, your social media sphere, and yourself. Beekman is a brand utilizing ambassadors like any other in the beauty game, with one key twist; any Advocate of theirs is also rewarded for spreading digital kindness over solely product promotion. Dig into the impact of this choice, and the strategy it takes to deliver it at scale – while still scaling the success of your brand.  Two-Way Conversations as The Crux of Community: When innovating from the wants of actual customers, a brand can rarely go wrong. Back-and-forths with those in your community are key. From social listening and customer service insights, to requests from ambassadors & Advocates, all feedback must be welcome. Learn how to identify the most actionable insights to surprise and delight your brand fans, turning their thoughts into meaningful action. It's community building at its best; responsive, inclusive, and genuinely engaging.  Infusing the Mission Into Every Aspect of Brand: Brad unpacks how to be a living, breathing example of your brand's core values – making your brand mission a visible, tangible part of everything you do. From communicating product developments to a cohesive experience at any marketing touchpoint, learn how best to align every strategy and every decision with your brand's north star.  Here's how you build brands with a mission-driven approach.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Brad: On Beekman 1802's website On Brad's LinkedIn

Every brand wants to build brand love. If you're not actively working on it, you're actively falling behind the competition. Do you know the one thing it takes to get there? Building a Brand Universe first.  By giving your community something to fall for, you build a world your customers, creators & Brand Advocates can find meaning and love in.   That's why, this week, Verity's welcoming Sekai Masunda (Senior Brand & Content Marketing Manager | ex-Jigsaw, ex-lululemon, ex-Pangaia) to the podcast.  From a marketing career affirmed when lululemon slid into her DMs, Sekai has fast become an industry go-to for all things content, brand & Advocacy. While she never intended to go into brand building, brand building found her; and the rest is history.  Now, she's sharing her tried-and-tested tactics for turning your customers into Advocates via Brand Universes and tapping into taste communities (a term coined by our past guest, Ana Andjelic). From Sekia's exact formula for good content to her take on why brands must stop taking themselves too seriously, there's disruptive wisdom afoot.  Tune in to hear Sekai's expert advice on… Making Money While Making Room for Brand: To drive impactful Brand Advocacy while helping the bottom line, bridging the gap between community feedback and C-Suite decisions is crucial. It's not just listening to what your community says; it's seamlessly translating those insights into strategic actions. Sekai knows how. Actually Knowing Your Advocates: REFY set a new standard, with community events that put their customers in the spotlight. Lululemon's affinity for community led the charge and, while at Jigsaw, all VIP events hosted through Sekai were also customer-only. While influencers still play a role in brand strategy, your customers are now your most powerful Advocates. Each customer and every store has unique needs. It's time to get on the ground, understand those differences, and deliver what your customers truly want — not what you assume they want. The Key to Disruptive 360° Campaigns: Dive into the data behind Jigsaw's ‘New Age Denim' campaign. This campaign was all about authenticity — featuring real bodies and real store managers, wearing their favorite denim as uniform. With a focus on understanding the customer journey, Sekai asked; when do people actually buy denim, and how can we address their fit concerns? From there, her team built category awareness step-by-step. Now, she's sharing the playbook.  Listen. Learn. Build better brand love.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Sekai: On LinkedIn

New Look has been a staple on the British high street for 50+ years.  Now, they're fast adopting new frontiers. Ready, testing, and learning. For this episode, Paul had the pleasure of interviewing long-time peer and industry pal, Raine Peake (Head of Marketing & Customer Growth @ New Look | ex-Director @ Jigsaw, Mint Velvet & Farfetch).  Together, they dive deep into the importance of – and tactics behind – investing in the right brand strategies to purpose-build passionate communities. Their expert takes on personalization through AI, engaging gamification, Out-Of-Home advertising, store refurbishments & influencer marketing are all included. Tune in to hear Raine's advice for… Creating Strategic Squads to Build Local Communities: Right now, New Look is running a highly successful experiment. The brand has overhauled one of their stores in Manchester, supported with numerous marketing activations – led by a dedicated in-house ‘Squad'. Taking up 25% of the assigned team members' time, the benefits seen in awareness, growth, and conversion have far outweighed the cost. Now you can learn Raine's formula for ‘Squad' success, too. Turning Employees into your Biggest Advocates: Often overlooked, at the expense of your easiest brand win. Your employees are easily your best Advocates – a fact that's especially true when it comes to fashion brands. They know everything about your product, are (ideally!) incredibly passionate about the brand, and (one better) often model the clothes themselves. Learn why the next frontier of building Brand Advocacy lies with them.  Knowing the Place of AI, Personalization & Gamification: Big buzzwords here, for good reason. As Raine explores these domains for New Look, she openly shares her favorite insights so far. Her north star in these realms? Data, data, and data.  All the practical and tactical advice any Brand Builder needs from Raine is waiting. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Raine: On LinkedIn

Understanding your customer is one thing. Crafting content that actually resonates with them is another. The cheat code to nailing this?  Building for brands you would actually buy from.  For this episode of Building Brand Advocacy, Verity is joined by Stefani O'Sullivan (Marketing Consultant and Head of Growth & Marketing @ Staud). It's a conversation fashion marketers won't want to tune out from, spanning all of today's hottest industry topics. Join the pair as they explore how fashion brands are fostering genuine connections, tactically cultivating communities of loyal superfans by seeking them out to create with – just like Glossier, Savage x Fenty, and more. Their discussion dives deep into the impact of private sharing on socials, the success-stories of ‘storytelling-first' brands, and what the future looks like for creative marketing. Listen to hear Stef's take on… The Role of Creators in Driving Brand Advocacy: Co-creation is the past, present, and future of content marketing. It's why seeing the customer as your influencer is revolutionizing Brand Advocacy. The strategic value of nano and micro-influencers in building robust communities and driving that word-of-mouth marketing cannot be overlooked any longer.  The Future of Brand Stunts & Reactive Marketing: One of the biggest powers any brand holds with their community lies here. Put on a remarkable show, impactfully join a timely conversation, and know the boxes you need to tick. Stef shows you them. Integrating Brand & Growth Teams: Right now, Stef sees a critical need for diverse perspectives in brand marketing. To her, brand and growth are not two sides of the same coin – they're the solid material it's made from. Integrate these halves into a whole and watch the brand community you've sought for come together.  Apply these tips. Soak up Stef's knowledge. Elevate your brand's Advocacy game. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Stefani: On her Website On LinkedIn

Is Ignoring Social Issues in Your Marketing, Sales, & Communication the Best Course of Action? Think Again!How do you navigate social media responsibly during racial conflicts, politics, social issues, hot topics as a business, leader, marketer, creator, social media or community manager?Many feel that what happens in the world doesn't impact their content calendar, marketing campaign, sales outreach, message tone, or method of distribution whatsoever in regards to their audience.That is completely wrong and furthest from the truth.From George Floyd (2020) to Sonya Massey (presently navigating) to the presidential election (again) to massive layoffs to oppressed people impacted in numerous places around the world and beyond as the list goes on and on…Just staying in your bubble because maybe you don't identify, relate, acknowledge, believe, or whatever the case may be and not adjusting or acknowledging anything in any way may seem like the best course of action. But is it?The people who buy from you, work for you, watch, read, or listen to your content, attend your events, invest in you, advocate for you, and give you attention may all be impacted by such things that may not necessarily relate directly to you on an individual level, company level, and so forth.We have to acknowledge that reality.And depending on things, make adjustments accordingly. Beyond The Episode Gems:• Learn More Starting Your Own Business With Amazon's Delivery Service Program• Start Creating Exceptional Sites & Business Solutions Using Wix Studios • Use The Same Recording Platform I Use For My Podcast, Try Riverside.fm For Free• Buy Troy's Book, Strategize Up: StrategizeUpBook.com• Discover All Podcasts On The HubSpot Podcast Network#####Support The Podcast & Connect With Troy: • Rate & Review iDigress: iDigress.fm/Reviews•  Follow Troy's LinkedIn @FindTroy• Get Strategy Solutions & Services: GrowWithTroy.com•  Follow Troy's Instagram @FindTroy

In this episode, we welcome Shishir Bhanot, Marketing Director at Pulse Advertising, a global influencer marketing agency from Germany.  Shishir shares valuable insights on how Pulse Advertising helps global brands build brand advocacy through social media and influencer marketing. He discusses their approach to connecting brands with the right audience, the importance of trust in marketing, and how they leverage various channels for client acquisition. Shishir also offers tips on website optimization for lead generation. This episode is a must-listen for marketers looking to take full advantage of influencer marketing and build stronger brand communities.  

People are the fuel that keeps brands going. Without them, you simply don't have a brand. That's why it's more important than ever to build companies that connect with customers on a personal level. Lucy Toone knows this intimately.  Join Verity in this episode of Building Brand Advocacy to hear from a Brand Builder who perfectly practices what Brand Advocacy marketing preaches. Lucy (Founder & CEO @ Tomm Jewellery) shares the importance of creating a community, the power of founder-led marketing, and the value of working with micro-influencers over the megas.  By making difficult calls to optimize for sustainable, long-term growth – opting out of $190k+ months and downsizing in the process – Lucy is a Founder with heart in all the right places.  Tune in to hear… The Value of Vulnerability: Embracing vulnerability as a brand fosters genuine connections with your audience, creating a sense of authenticity and trust. By sharing real stories, challenges, and behind-the-scenes moments, Tomm Jewellery humanizes themselves and engages more deeply with their customers – ultimately building stronger loyalty and community. How To Harness Livestreaming's Potential: Leveraging the power of Livestreaming on TikTok has significantly boosted Tomm's engagement and reach, Lucy has found – allowing for real-time interaction and immediate feedback from her viewers. An agile team is crucial to capitalize on this potential, as they can quickly respond to trends, interact with viewers, and adapt content on the fly to maintain relevance and maximize impact. Finding Balance: To prioritize your company, you have to prioritize your personal well-being. Having learnt this lesson through live experience, Lucy knows you can avoid burnout, maintain a positive mindset, and enhance your creativity by stepping away to step back stronger.  You won't forget what you learn here.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Lucy: Lucy's LinkedIn Tomm Jewellery on Instagram Tomm Jewellery on TikTok Tomm Jewellery's Website 

Abercrombie & Fitch are blazing trails in Brand Advocacy. Having seen their shares grow 222% this year, compared to the fashion industry's average of 12%, the brand is onto something. They've been busy leveraging the dynamism of Social Commerce and the authentic voices of their community to win.  Join Paul & Verity LIVE from the Social Commerce Summit: New York, as they delve into Abercrombie's remarkable transformation story with the team. Uncover the tactics Abercrombie applied to deliver a strategic brand pivot – one that empowers their customers and creators, giving them the freedom to tell the brand's story through their own eyes. Tune in to discover… Listening to Customers & Taking Action: Feedback from Abercrombie's brand community informs every move these marketers make. In fact, this feedback informs every single team in the business. By listening to their customers closely – and actually taking action on the thoughts, feelings, and ideas they share – Abercrombie has launched hyper-successful new lines, collections, and activations. Choosing Authentic Advocates: Authenticity is key when selecting Advocates, as the brand looks for influencers who entirely align with their brand purpose. Working with creators across various niches – from weddings, to workouts, to everyday staples – Abercrombie taps into their insights to drive brand awareness in new ways.  Tapping into Unexpected Audiences: Abercrombie is now built around the idea of outfitting their customers for the perfect long weekend. Every product is an answer to a customer's direct needs. That's how the brand has found success tapping into unexpected audiences to expand their reach. You can, too. Listen. Learn something. Apply it. Evolve. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Abercrombie & Fitch: On Instagram On TikTok Via their website

In this episode of Create Like the Greats, Ross sits down with Gregory Kennedy from BrandZen shared some game-changing insights into the world of B2B marketing. Their chat revolved around Kennedy's report, "New Paradigms in B2B Marketing," unpacking crucial ideas resonating with marketers navigating the digital landscape. Gregory highlighted the transformative role of AI, the importance of optimism in online interactions, and the enduring relevance of classic marketing frameworks.  Key Takeaways and Insights 1. AI-Driven Personalization as a Trend The growing importance of AI-driven personalization in marketing strategies. Traditional methods like using first names are becoming basic expectations, and marketers need to explore the substantial opportunities that AI offers in tailoring content to individual consumers. This trend can lead to enhanced connections with customers and better overall campaign results. 2. Social Media Optimization Gregory emphasized the essence of genuine audience engagement over mere social media clicks. While marketers previously focused on maximizing clicks, there is now a shift towards 0-click social media optimization. This approach prioritizes impressions and reach over click-throughs, leading to a strategic realignment that better fits current trends and audience behaviors. 3. The Value of the Funnel and AIDA Despite emerging paradigms, the traditional marketing funnel and the AIDA framework (Attention, Interest, Desire, Action) continue to be valuable tools for marketers. Understanding these mental models helps marketers create effective copy and guide consumers along the buyer's journey with precision. 4. Brand Advocacy and Employee Participation Gregory and Ross talked about the importance of brand advocacy and suggests that organizations should invest resources in measuring and promoting employee participation. Employee advocacy not only enhances a company's reputation but also benefits individuals' career growth and attracts customers, creating a win-win scenario for both the organization and its employees. Resources  New Paradigms in B2B Marketing - https://www.wearebrandzen.com/research/ —

Today, you get a glimpse into an ongoing marketing experiment for Podscan.fm. What if I can frontload value for my future customers even before they sign up?Here's why I chose to create a Dream Customer List and how it will help me jumpstart customer acquisition.This episode is sponsored by Acquire.comThe blog post: https://thebootstrappedfounder.com/the-power-of-the-dream-customer-list The podcast episode: https://tbf.fm/episodes/323-the-power-of-the-dream-customer-listCheck out Podscan to get alerts when you're mentioned on podcasts: https://podscan.fmSend me a voicemail on Podline: https://podline.fm/arvidYou'll find my weekly article on my blog: https://thebootstrappedfounder.comPodcast: https://thebootstrappedfounder.com/podcastNewsletter: https://thebootstrappedfounder.com/newsletterMy book Zero to Sold: https://zerotosold.com/My book The Embedded Entrepreneur: https://embeddedentrepreneur.com/My course Find Your Following: https://findyourfollowing.comHere are a few tools I use. Using my affiliate links will support my work at no additional cost to you.- Notion (which I use to organize, write, coordinate, and archive my podcast + newsletter): https://affiliate.notion.so/465mv1536drx- Riverside.fm (that's what I recorded this episode with): https://riverside.fm/?via=arvid- TweetHunter (for speedy scheduling and writing Tweets): http://tweethunter.io/?via=arvid- HypeFury (for massive Twitter analytics and scheduling): https://hypefury.com/?via=arvid60- AudioPen (for taking voice notes and getting amazing summaries): https://audiopen.ai/?aff=PXErZ- Descript (for word-based video editing, subtitles, and clips): https://www.descript.com/?lmref=3cf39Q- ConvertKit (for email lists, newsletters, even finding sponsors): https://convertkit.com?lmref=bN9CZw

Every brand has superfans; better known as your best Brand Advocates. They come in all sizes of influence – macro, micro, and nano – and often in the shape of your everyday customers.  If you're not yet tapping into them to drive Social Commerce, especially in beauty, you risk falling behind the industry curve.  Join Paul & Verity LIVE from the Social Commerce Summit: New York 2024, at this dynamic intersection of influencer marketing, commerce, and community. They're joined by marketing experts, Haley Schluter (Head of Consumer Engagement @ LVMH Perfumes & Cosmetics), Hannah Sheahan (Head of Social Content @ ELEMIS), and Bri Kennedy (Director of Integrated Marketing @ Maesa).  Together, they dive into the insider strategies and obstacles of maintaining an engaged community; and how to compliment this work with creator & Advocate partnerships that increase reach, revenue, and the depth of meaningful relationships.  Tune in to learn the tactics behind… Navigating Brand Community & Advocacy Aesthetics: Influencer-founded brands can significantly enhance brand community building; however, it's not essential for every brand to have an influencer founder. Growth can be catapulted, with or without a popular face behind a brand. The real challenge lies in balancing luxury brand aesthetics with embracing Brand Advocacy, particularly when catering to wider markets and demographics than beauty's heritage brands typically have. Always-On Influencer & Organic Strategies: Organic and paid efforts should work hand-in-hand to build a credible, trustworthy, and – the word of the last years – authentic brand presence. With metrics like EMV (Earned Media Value) helping to measure overall success and win over reluctant CFOs, the earned freedom here allows the necessary resource to experiment with a wider variety of influencers and content styles; uncovering surprising and successful partnerships. Test & Learning with Emerging Trends: Continuing this experimentation is crucial to uncover points of community connection. The social platforms have almost unlimited Social Commerce potential, but TikTok is emerging the most powerful; particularly with TikTok Shop's keen impact on brand sales. Dig into more of the platform's emerging trends across the US and UK, including lower funnel campaign placements and leveraging Live content to reach more consumers. Listen. Learn. Nourish your brand's superfans to supercharge your Social Commerce. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Haley, Hannah & Bri: Haley's LinkedIn Hannah's LinkedIn Bri's LinkedIn

Jenna Murry, Sidecar's Account Director of Trade Advocacy, shares some insightful conversation on forging meaningful connections in the beverage industry. Join us as we explore the importance of being a great trade advocate, and the strategies behind building strong partnerships in the world of spirits

76% of consumers wish their favorite brand had a community. 77% would use an online community to purchase products directly. So why, in 2024, do some brands continue to ignore the community opportunity? In the Social Commerce era, brands must tap into the transformative potential of community like never before. Leveraging its power to forge authentic connections, drive sales, and redefine the customer experience. For today's episode of Building Brand Advocacy, Verity is joined by Lisa Galt (Lead Brand Advocacy Strategist @ Duel, ex-GM @ LuluLemon). Legend in Brand Advocacy spaces, Lisa shares the expertise gained from nearly a decade shaping brand communities and advising global names on their Advocacy strategies. Tune in for Lisa's tactical insights into… LuluLemon's Community Legacy: Learn how Lululemon cultivated a thriving brand community, factored around three core strategies that propelled its growth. From living and breathing their brand values, to embracing a culture of feedback; every brand could learn from them. Navigating Social Commerce & Advocacy Trends in 2024: With staggering stats like 32 BILLION Google searches had ‘Reddit' added to their terms in 2023, it's clear consumers are seeking advice from real people. Explore emerging trends and best practices, to learn how the brands of the moment are leveraging community – Abercrombie & Fitch, Charlotte Tilbury, GANNI, Wild, Damson Madder, and more included. From amplifying community engagement to harnessing the power of micro influencers, Lisa shares the exact tactics that will help your brand move the needle. Challenges & Success Stories: Learn the two most common obstacles brands face in driving Advocacy, and discover how they can effectively overcome these to achieve their goals. From Mint Velvet's innovative use of user-generated content to REFY's commitment to community-driven product development, prepare to be inspired by the brands making waves. Expect anecdotes, practical advice, and plenty of actionable strategies. This episode promises to be a game-changer for brands looking to cultivate authentic community, and drive sustainable growth in today's competitive market.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Lisa: Lisa's Linkedin Tune into previous episodes:  How Abercrombie & Fitch and LK Bennett Strategize, Engage & Monetize their Brand Communities REFY, ELEMIS & The Beauty Power Players: A Tactical Guide to Beauty Marketing in 2024 Apply for your space at the Social Commerce Summit: New York on May 8th!  Use the code PODCAST100 to apply for free here: https://www.duel.tech/socialcommercenewyork2024 

Every brand hopes to sell hundreds of thousands of products in their first 18 months of business.  This brand has. Say hello to SURI, a sustainable name disrupting the electric toothbrush market. Niche, but they come with a powerful marketing story that can't be ignored. The brand amassed 5k+ pre-orders for their first round of toothbrushes through ads, traditional press, and social media alone. At $95 each, our math establishes that was $475k raised before a customer ever had the product in their hands. Now, we welcome Mark Rushmore (Co-Founder @ SURI) to the mic for this episode of Building Brand Advocacy. In conversation with Paul, Mark shares strategic insights into the brand's fast evolution and exactly what makes SURI special. (Spoiler alert: it's the basics, and they've got them nailed.) Tune in to hear more on… Sustainable Innovation: Discover how SURI pioneers eco-friendly oral care, in the shadow of the industry's long-standing (and planet-unfriendly) players. Through innovative use of plant-based production, including plans for a new product that uses materials yet to come to market, Mark shares the brand's formula for prioritizing environmental responsibility without compromising on product excellence. Underdog Wins: Explore the challenges and triumphs of ascending in this market, as Mark unveils SURI's strategic maneuvers to carve out its niche, ignite Brand Advocacy (even before the first product was in a customer's hands), and forge authentic connections with their customers. The Power of Advocacy: Uncover the integral role of customer feedback and word-of-mouth in SURI's growth trajectory, as Paul & Mark dive into the importance of listening to customer stories, fostering genuine relationships with store staff and consumers alike, and showcasing the transformative power of Brand Advocates in building a loyal customer base and driving sustainable growth. To gain exclusive insights into SURI's story, and apply their growth lesson to your own brand, listen on. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Mark: Mark's LinkedIn SURI's Website SURI's Instagram

Influencer marketing in the Social Commerce era is an art. As advice changes almost weekly, and the industry's future becomes more malleable than ever, consider this the blueprint for brand success – taken directly from Wild's stratospheric rise.For this episode of Building Brand Advocacy, Paul & Verity are joined by Fiona Macpherson (Head of Influencer Marketing @ Wild). Together, they explore the ever-evolving influencer landscape.With almost 500k followers across social platforms, Wild has emerged as one of the fastest-growing brands in the UK. Fiona shares how influencer marketing became the brand's growth engine, driving customer acquisition across new markets and platforms; all while effectively telling the brand's story. This tactical deep-dive explores:Wild's Step-by-Step Guide to Influencer Campaigns: Get a behind-the-scenes look at how Wild plans, executes and tracks the results of influencer campaigns in 2024. This includes overarching targets, team sizes, budget allocation, and tracking methodologies.The Art of Leveraging Influencers: Delve into the intricacies of content creation, briefing documents, and video content preferences to craft captivating content that resonates. Across diverse channels, the role of different creator sizes in achieving varied content goals is laid out plainly.The 3 Things Every Influencer Marketer Should Hear: Tap into Fiona's invaluable advice for other influencer marketers; including the importance of collaboration, diversifying channels, and embracing failure as part of the learning process.Tune in to unpack the secrets of Wild's success, offering invaluable insight for brand builders navigating Brand Advocacy and creator partnerships in 2024.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Fiona:Fiona's LinkedInWild's WebsiteWild's Instagram Hosted on Acast. See acast.com/privacy for more information.

Some brands are built to effortlessly attract communities. Lucy & Yak is one of them. Here, we uncover the secret sauce to cultivating an irresistible brand experience.In this episode, Lucy Greenwood (Co-Founder and Creative Director @ Lucy & Yak) shares her journey building the iconic community-led brand.Lucy & Yak first ignited their flame with a creation story rooted in passion and purpose. Known for sustainable and inclusive fashion, particularly their playful dungarees, they've had stratospheric success over the last 7 years. Most of this success can be attributed to engaging a passionate community of customers, the rise of dopamine dressing, and an unwavering commitment to solid brand values. In conversation with Paul, Lucy gives exclusive insight into the brand's community of 843k+ members across Instagram and Facebook – 76k+ of these coming from private Facebook communities, built by and for dedicated brand fans. In the month since recording, this community has only grown. Today, the brand has over 855k followers on these platforms alone.Lucy & Yak's community is powerfully fan-created. Brand Advocacy at its finest!This conversation dives into…Authentic Community Building: Lucy & Yak's remarkable story is testament to the power of holistic community building. From humble beginnings on Depop to explosive growth, their community-first approach has fostered genuine Advocacy and unwavering loyalty among their customers.Embracing Brand Values: At the heart of Lucy & Yak's ethos lies a commitment to sustainability, inclusivity, and authenticity. Explore how Lucy's personal values shape the brand's identity, and how she strategically prioritizes the causes they get behind.Innovative Marketing Strategies: Delve into Lucy & Yak's innovative marketing strategies, from incentivizing user-generated content to treating their customers as influencers since day one. Discover how a focus on word-of-mouth marketing and strategic gifting has amplified Brand Advocacy and fueled next-level growth.Navigating Growth Challenges: Though the journey has been steady, it hasn't been without moments of doubt. Lucy shares insights into the challenges and triumphs of scaling a brand – from overcoming imposter syndrome and balancing creative flow with the day-to-day of brand building, to embracing uncertainty and responsibility as the team expands. Gain valuable lessons on navigating the complexities of growth while staying true to core brand values.Tune in to learn from one of the UK's trailblazing fashion founders.Elevate the brand you build.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Lucy:Lucy's LinkedInLucy & Yak's WebsiteLucy & Yak's InstagramLucy & Yak's Facebook Hosted on Acast. See acast.com/privacy for more information.

About the Episode

It's no longer good enough to have a brand community. In 2024, brands need to strategize, engage, and monetize the legion of Advocates they've been building. Industry leaders Katie Adams (Senior Marketing Director EMEA @ Abercrombie & Fitch) and Claudia Nappo (COO @ LK Bennett) join Paul & Verity for the last installment of Building Brand Advocacy LIVE – straight from the stage of the Social Commerce Summit: London.They uncover how their brands have cultivated superfans and monetized brand engagement, delving deep into the transformative power of community-driven storytelling and compelling brand narratives.From Abercrombie & Fitch's transformation story – of how they redefined brand narrative by embracing authentic storytelling, entrusting creators with control to resonate with their audiences on a deeper level – to LK Bennett's tried-and-tested tactics for success, every fashion brand builder will learn something here.Consider this episode the playbook for: Relinquishing Brand Control: To any brand, handing over the reins of your carefully curated aesthetic can be worrying. It's a move often blocked by those in control of the company, also. You'll hear how the big leagues do it, and do it successfully – seeing the payoff in community love and Advocacy.Cultivating Superfans: Explore the delicate balance of community cultivation and the art of harnessing superfans for your brand. Learn how these iconic brands strategically nurture relationships with dedicated Advocates, fostering genuine connections that transcend transactional engagements.Monetizing Community Engagement: Uncover the strategic transition from community building to monetization, where brands leverage their cultivated communities to drive meaningful engagement and foster brand loyalty. Gain insights into effective strategies for monetizing brand communities, while maintaining authenticity and trust.Navigating In-House Creators: Explore the challenges and opportunities associated with in-house creator programs, where brands strike a delicate balance between creative control and empowering creators to own their storytelling. To learn the ins and outs of cultivating Brand Advocacy, reimagining traditional brand narratives, and acing Social Commerce for your community, tune in.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Claudia & Katie:Claudia's LinkedInKatie's LinkedIn Hosted on Acast. See acast.com/privacy for more information.

This week on Commerce Code we speak with Surge Berg, Alexis Wiktorski and Jeff Zilberman of BN, an Augeo Company. BN uses AI to help brands enable employees and customers to be effective brand advocates. Their tools make it easy for brand advocates to create social media content, and they make it easy for companies to manage the risks that come along with social media brand advocacy. Today we're talking about: What's new in 2024The total brand advocacy opportunity - what can grassroots social media do for companies?Brand advocacy horror storiesAnd finally - how companies can get their brand advocacy strategy started.

The beauty industry thrives at the cutting edge of Social Commerce and Brand Advocacy. It's fast-moving, easily visual, and fully embraced by creators. Join Paul & Verity LIVE from the Social Commerce Summit: London 2024, at the dynamic intersection of beauty, commerce, and community. They're joined by industry insiders, Charlotte Geoghan (Head of Brand Marketing @ REFY), Camilla Craven (Fractional CMO, ex-Charlotte Tilbury, and ex-FaceGym), and Hannah Sheanan (Head of Social @ ELEMIS). Their tactical conversation dives deep into: The changing dynamics of Social Commerce and Advocacy in the beauty space; from the rise of nano influencers and the concept of ROBO (Research Online, Buy Offline), to the resurgence of OG word-of-mouth marketing and the pivotal role of in-store experiences to bridge the digital divide.REFY's remarkable journey over the last 18 months, dissecting the factors that propelled the brand's success and sharing the secrets behind what makes REFY one of the hottest beauty brands right now.Nailing the briefing process when working with creators, and the success formula ELEMIS has cracked when it comes to the creative execution of conversion briefs.The art of working with creators across the entire marketing funnel – from awareness, to conversion, to creating conversations. REFY shares success in partnering with nano and micro-influencers to deliver authentic product education, while ELEMIS leverages affiliate marketing to fuel a content-making machine. They do both while driving Advocacy, and fostering stronger connections with customers. Tune in to gain practical strategies and considerations that are necessary for navigating the changing retail, marketing and influencer landscape in the beauty industry. Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Camilla, Charlotte & Hannah:Camilla's LinkedInCharlotte's LinkedInHannah's LinkedIn Hosted on Acast. See acast.com/privacy for more information.

In this episode of Business Growth Hacks we are talking about brand advocacy and how to get started with a program for your small business. Listen in as we discuss ways to leverage friends and family and offering incentives for them bringing you business. It takes a village so tune in and find out how you can start your very own incentive program to put more boots on the ground for your brand.Key Points:Invest in Brand Advocates:When you recognize the individuals that are going to be advocates, whether their employees, they're your industry partners, friends or family, invest in those people.Offer valuable incentive. Make the reward match their effort.Don't Forget to Say Thank You:Send Thanks You CardsMake a post on social and tag them in it or share one of their posts in reciprocity.Use a service like Smile.io to offer rewards points systemsGrow with Brand AdvocacyIf you're thinking about what am I going to do to generate more leads, more business, win new customers, create better relationships, grow my brand, and take it up a notch consider brand advocacy.Easy-Advocacy.com makes it really easy for you to craft social media messages and send to employees and brand advocates.Business Growth Hacks is presented by Beefy Marketing, your go-to resource for growing your small business. Looking to boost your business's online presence, streamline your marketing efforts, or simply want expert advice on scaling up? Beefy Marketing has got you covered. Visit BeefyMarketing.com today and discover how they can help take your business to the next level.

Welcome to the Marketing 101 Podcast for Small Business Owners, where you will find practical tips and guidance on developing marketing plans and content marketing strategies and tactics. Your host Philippa Channer, owner of Channer Consulting, is a content marketing strategist looking to help entrepreneurs like yourself to succeed.   In this episode of "Marketing 101 for Small Business Owners," host Philippa Channer discusses the importance of crafting a compelling brand story. She emphasizes the emotional connection a narrative creates between a brand and its audience, going beyond mere transactions. Channer explains that a brand's "why" should reflect deeper motivations than profit, such as her own drive to support nonprofits and women entrepreneurs. She highlights the success of Grab in East Asia as an example of a brand that effectively integrated its mission into its story. Channer advises authenticity in storytelling across all platforms to build trust and loyalty, ultimately leading to strong customer relationships and brand advocacy. The episode concludes with a call to refine and embrace one's brand story for deeper audience engagement.       Whenever you are ready, here are some ways that we can help you: Free 1-Hour Marketing Consultation: https://tidycal.com/philippa/free-marketing-consultation   Free Marketing Assessment: Do you know if your marketing is working?   Are you sure that all of the work you're doing to grow your business is actually working? You might be surprised by how much money and time you could save by taking our free marketing assessment. It only takes a few minutes, but it will give you an in-depth look at how effective your current strategy really is. Click here to get started: https://bit.ly/3xnrJ1W   Subscribe for regular content on developing a solid marketing plan, marketing strategy, and marketing tips.   Connect with us:   Linkedin: https://www.linkedin.com/company/channer-consulting-llc Facebook: https://www.facebook.com/channerconsulting/ Instagram: https://www.instagram.com/channerconsulting/   Get in touch: info@channer-consulting.com

Social Commerce is more than the biggest trend in Brand Advocacy marketing for 2024.It is a dynamic force, reshaping the landscape of business as we know it. Socializing and shopping have become near-seamlessly integrated. With 4.5 billion social media users globally, Social Commerce is expanding at 3x the speed of traditional eCommerce; set to reach an industry valuation of $1.2 trillion by 2025 (Statista). The way people shop has evolved, extending Social Commerce beyond the realm of social media purchases to a channel of community-driven commerce.This is largely fueled by the creator economy, where creators of sizes smaller than you'd expect have become pivotal in shaping purchasing decisions. These creators act as a proxy for your customers' trust, feeling more like dependable friends than traditional ‘influencers'.For this episode of Building Brand Advocacy, Paul and Verity delve into the strategies they predict will be the most powerful drivers of Social Commerce in 2024.To help activate your brand community in the year ahead, you'll hear how to build meaningful and fully individualized relationships, tips for utilizing AI to enhance and automate moments of connection, and why your data should quickly be moving from purchasing-led to personally-led. To making the omnichannel shopping experience more dynamic, all while wrestling with the rise in consumer debt, there are three channels a brand can't ignore. Viewing creators as their customers' new shopping guides, enabling strong word-of-mouth marketing, and starting to utilize employee Advocacy.The brands that stand out, and will survive the Social Commerce boom, are the ones who put the work in. Move beyond community building, and pour value into the people behind your profits to win.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Paul & Verity:Paul's LinkedInVerity's LinkedInVerity's InstagramTo hear more on the Social Commerce Summit: London, our first experience taking the podcast you know and love live, head to 22:30.If you are a fashion or beauty marketer for the biggest brands in the UK, apply for your place at the Summit. Use the code PODCAST100 to get your ticket for free…http://tinyurl.com/social-com-summit-application When: January 31st, 10am to 5pmWhere: The Soho HotelLearn more: http://tinyurl.com/social-commerce-summit-london Look forward to seeing you there! Hosted on Acast. See acast.com/privacy for more information.

Welcome back to another episode of Content Amplified! In this episode, we interview Trista Sobeck, a Content Marketing Manager with a rich background in storytelling and digital marketing. What you'll learn in this episode: The Evolution of Content Marketing: Trista shares her journey from a creative writing major to a content marketing expert, illustrating the transformation of content marketing and the rise of SEO. Storytelling in Marketing: Learn how authentic storytelling can enhance brand affinity and trust, and why avoiding inauthentic branding is crucial. Brand Advocacy in the Digital Age: Discover Trista's insights on how employees can be powerful brand advocates on social media, contributing to organic growth. The Art of Organic Marketing: Trista emphasizes the importance of organic marketing, particularly in social media, and how it fosters authenticity and audience engagement. Customer Stories as a Business Tool: Explore the concept of using customer stories and experiences to strengthen a company's market presence and customer relationship. The Power of Personal Branding: Understand the significance of building a personal brand in the digital world and how it impacts professional opportunities and company representation. Incentivizing Storytelling in the Workplace: Learn about the strategies to encourage employees to share company stories, including gamification and incentives. If you'd like to listen to the OpenWorks podcast, click here.

Elayne Duff's professional journey is nothing short of remarkable, with a rich history in the beverage world. With years of hands-on experience, she's not only a connoisseur, but also a change maker. Her commitment to educating others about the world of spirits and beverages shines through in every word she shares

Elayne Duff, Samson & Surrey's Director of Brand Advocacy, joins Bourbon Lens to talk about their whiskey portfolio. Joining the company in May 2023, Duff brings more than 20 years of industry experience to the position and oversees advocacy team for Samson & Surrey's diverse family of award-winning, premium craft spirits. The lineup spans from bartender darling Tequila Ocho and artisan mezcal brand Mezcal Vago, to Bluecoat American dry gin; FEW Spirits; Brenne French Single Malt Whisky; and Brooklyn whiskey maker and Samson & Surrey flagship, Widow Jane. About Samson & Surrey: Samson & Surrey is a portfolio of craft spirit brands based in Miami, Florida. Their portfolio includes FEW Spirits, Widow Jane, Bluecoat Gin, Tequila Ocho, Brenne French Single Malt Whisky, and Mezcal Vago. The company offers support, investment, sales resources, brand advocates and insights to the brands, creating a long-lasting relationship between consumers, the trade and the brands. Its portfolio of brands was acquired by Heaven Hill in early 2022. Stream this episode on your favorite podcast app and be sure to drop us a review while you're there.  We are thankful for everyone who has supported us over the last 5 years. The biggest shoutout to our growing Patreon Community of supporters! As always, we'd appreciate it if you would take a few minutes time to give us feedback on Bourbon Lens podcast. If you enjoy our content, consider giving us a 5 Star rating on your favorite podcast app, leave us a written review, and tell a fellow bourbon lover about our show. Follow us @BourbonLens on Instagram, Facebook, & Twitter.  And please check out our Patreon to learn how you can support our endeavors, earn Bourbon Lens swag, be part of Bourbon Lens Tasting Club, and more. If you have any comments, questions, or suggestions, please email us at Info@BourbonLens.com. Check out our BourbonLens.com to read our blog posts, whiskey news, podcast archive, and whiskey reviews. Cheers,Scott and JakeBourbon Lens