Explore every episode of the podcast Building Brand Advocacy
| Title | Pub. Date | Duration | |
|---|---|---|---|
| Inside e.l.f. Beauty's Top 1% Advocacy Strategy | Building Brand Advocacy | 26 Aug 2026 | 00:30:27 | |
In this week's episode of Building Brand Advocacy, Samantha Critchell, VP of Corporate Communications at e.l.f Beauty, explores how e.l.f built a zero-distance community by blurring the line between employee passion and consumer co-creation. We also unpick how generosity, cultural alignment, and asking consumers what they actually want transforms advocates into brand co-creators, and why straying from your core values is where advocacy collapses. In this episode, we cover:
Chapters 00:00 Introduction To Samantha 01:20 e.l.f.’s Zero Distance Philosophy 03:34 Hiring For e.l.f Culture 05:24 Values, Cost, Quality, And Speed 07:00 The Significance Of Superfans And Co Creation 10:41 The New Age Of Social Content As Conversation 14:31 The Purpose Led Advocacy Flywheel 18:30 Zero Distance In Practice 24:27 How Generosity Fuels Word Of Mouth 28:07 Unexpected Community Activations 29:22 Cannes Goals And Wrap Up 🔔 New episodes every Wednesday — subscribe so you never miss an episode. FOLLOW SAMANTHA Samantha Critchell: https://www.linkedin.com/in/samantha-melissa-critchell1016/ e.l.f Beauty: https://www.instagram.com/elfcosmeticsuk/ FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy Verity: www.linkedin.com/in/verityhurd/ | |||
| Every brand wants advocacy, few are willing to actually build it. Here's how. | 12 Aug 2026 | 00:29:19 | |
In this week's episode of Building Brand Advocacy, Lindsey Gamble, creator economy strategist at IZEA, unpacks the latest creator economy shifts, from B2B vs B2C creator strategy to behavioural psychology, and the value of content creators in the modern industry. We also delve into which brands are winning at advocacy right now, how to turn consumers into advocates, and the impact of showing up in AI-powered search. In this episode, we cover:
Chapters 00:00 Welcome to Cannes Lions 02:38 Top Creator Trends 05:30 B2B vs B2C Creators Explained 11:21 Creator Tiers and Trust 14:14 Everyone Is a Creator 17:12 The Current State of Advocacy 22:18 Earning Brand Love 26:20 How AI Search Will Impact 🔔 New episodes every Wednesday — subscribe so you never miss an episode. FOLLOW LINDSEY Lindsey Gamble: https://www.instagram.com/lindseygamble_/?hl=en-gb FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy | |||
| All Brand Marketing Starts With Advocacy | Camilla Craven on AI, Community & Modern Brand Building | 29 Jul 2026 | 00:51:43 | |
In this week's episode of Building Brand Advocacy, Camilla Craven, former Global Brand & Marketing Director at FaceGym and now Fractional CMO & Consultant to multiple beauty brands, unpacks why advocacy is becoming the backbone of modern marketing strategy, from the operational realities of building community to the rise of employee-generated content and AI's growing role. We also dig into why the best marketing leaders aren't just measuring advocacy, they're listening. In this episode, we cover:
Chapters 00:00 Welcome Back Camilla 02:45 Advocacy Over Performance 10:20 What To Believe When Everyone’s an Expert 16:28 Fractional CMO Patterns 20:10 Tools, Data, and Adoption 21:57 The importance Of Listening First 23:41 Measuring Advocacy Impact 25:30 Influencer Performance Nuance 27:07 Future Generations and The Social Media Ban 28:29 Martha Stewart MAC Campaign 33:39 The Rise In Employee Generated Content (ECG) 39:39 AI Tool Consolidation 43:14 Who Does Advocacy Best? 44:41 TikTok Shop Brand Dilution 49:56 Cringe or Community Game 51:39 Wrap Up 🔔 New episodes every Wednesday — subscribe so you never miss an episode. FOLLOW CAMILLA Camilla Craven: https://www.instagram.com/camillablyss/ FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy Verity: www.linkedin.com/in/verityhurd/ | |||
| Behind LOOKFANTASTIC: Rebuilding a £1B Retail Empire From the Inside | 15 Jul 2026 | 00:56:08 | |
In this week's episode of Building Brand Advocacy, Verity sits down with Georgie Fox, Head of Brand at LOOKFANTASTIC, to dissect what it actually takes to rebuild a brand's foundation from the inside out, and how community became their sharpest growth lever. This episode covers the brand-partnership relationship, why consumer connection has to run deeper than product, and how brands can fill the gap left by traditional media. Georgie shares the internal culture shifts that made it possible, LOOKFANTASTIC’s anti-gatekeeping approach to knowledge, and the "sausage machine" analogy that redefines what good marketing looks like. In this episode, we cover:
Chapters 00:00 Welcome and Guest Intro 05:47 The Home of Iconic Beauty 09:09 Building Brand Foundations 16:29 Proving Brand Impact 21:45 Anti Gatekeeping Strategy 27:30 Creators and LOOKFANTASTIC’s Aspiration Balance 29:43 Influencer Strategy Origins 31:31 From Funnel To Flywheel 37:29 Reddit And Authenticity 41:12 Molly Mae’s Evolution 42:51 Ambassadors Within The Community 53:04 The Future Of Brand Marketing 54:58 Cringe Or Community Quickfire 56:01 Wrap Up 🔔 New episodes every Wednesday — subscribe so you never miss an episode. FOLLOW LOOKFANTASTIC LOOKFANTASTIC: https://www.instagram.com/lookfantastic/ TikTok: https://www.tiktok.com/@lookfantastic?lang=en FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy Verity: www.linkedin.com/in/verityhurd/ | |||
| The 5- Step Framework to Fast & Slow Social Strategy: Beth & Michael from Slice Social | 01 Jul 2026 | 00:55:21 | |
In this week's episode of Building Brand Advocacy, Beth & Michael, founders of Slice social media agency, break down their 5-Step Social Strategy: Discovery, Storytelling, Challenge, Problem-Tension-Goal, and Solution. Plus, why the "Fast & Slow" approach to social is the framework that separates brands that win from brands that just post. This is an episode designed to give you direction in social media, to integrate a purpose into your posting and work strategically to reach your end objective. In this episode, we cover: 00:00 Introduction 05:15 The 5-Step Social Media Strategy 06:45 Step 1: Discovery 20:06 Step 2: Storytelling through strategy 29:24 Step 3: The Challenge 33:39 Step 4: Problem, Tension, Goal 34:50 Step 5: Solution 44:17 The Fast & Slow Approach To Social 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH BETH & MICHAEL Beth: https://www.linkedin.com/in/betheleanorthomas/ Michael: https://www.linkedin.com/in/michaelrichardcorcoran/ Slice Social: https://www.slice-social.com/ FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy Paul: TikTok: www.tiktok.com/@building.brand.advocacy Verity: www.linkedin.com/in/verityhurd/ | |||
| Cannes Lions CMO on Community, Advocacy & What Actually Moves Revenue | 22 Jun 2026 | 00:45:38 | |
In this weeks episode of Building Brand Advocacy, we invite the CMO of Cannes Lions to join us ahead of the festival to unpack what's actually shifting in advocacy, creator marketing, and how the Lions are judged in 2026. plus hard strategies for measuring community, elevating marketing in the boardroom, and driving real ROI. In this episode, we cover:
Chapters 00:00 Welcome and Guest Intro 01:36 How Cannes Lions Has Evolved 05:20 CMO Pressure and Priorities 09:05 How Cannes Lions Judging Works 15:12 Proof Creativity Drives Growth 18:31 Merging Brand and Performance 22:14 Boardroom Alignment and Metrics 29:31 How to Measure Community Impact 34:19 The CMO of 2030 39:25 You Cannot Buy Attention 42:28 AI and Creative Possibility 45:01 Cannes Week Wrap Up 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH ILARIA LinkedIn: https://uk.linkedin.com/in/ilariapasquinelli FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy Paul: TikTok: www.tiktok.com/@building.brand.advocacy Verity: www.linkedin.com/in/verityhurd/ | |||
| Is The Creator Economy Broken? ft. Manuel Albuquerque | 10 Jun 2026 | 00:18:11 | |
In this live episode of Building Brand Advocacy, Verity sits down with Manuel Albuquerque, founder & CEO of Prime Tag, to unpack the AI revolution reshaping the creator economy from the inside out. From the real pressures facing time-poor marketing teams to the problems AI is actually solving (and the myths it's not), Manuel brings the entrepreneur's perspective that brand builders need right now. In this episode, we cover:
If you're navigating influencer strategy in an AI-first world, this one is essential listening. CHAPTERS 00:00 People And Data First 01:18 Creator Economy Boom 01:59 From Basketball To Tech Startup 04:08 The Influencer Stigma Debate 05:24 Current Status: Bad Data And No Time 06:38 AI Mindset Myth 09:02 Augmented Intelligence Not Artificial Intelligence 10:42 Myth Busting Rapid Fire 12:17 How AI Is Changing Business Models 15:29 Finding Effective Creator X Brand Matches 16:45 Brand Advocacy Advice 🔔 Subscribe to Building Brand Advocacy for weekly conversations with the people reshaping how brands grow. CONNECT WITH MANUEL LinkedIn: https://www.linkedin.com/in/manuelvicalbuquerque/ PrimeTag: https://www.primetag.com/ FOLLOW US Verity: https://www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy | |||
| How Grace Andrews Builds A Content Strategy In 5 Steps | 27 May 2026 | 00:39:29 | |
We’re back with another mastermind episode. This week, Grace Andrews takes us through her 5 step framework for building a high performance content engine, from identifying content signals (before selecting platforms) to measuring success metrics that are relevant to you and your brand. In this episode, we cover: 07:05 Step 1: Identifying Content Signals 11:47 Step 2: Approach To Content Formats 26:31 Step 3: The Platform Specific Strategy 28:43 Step 4: Where Creators Fit Into Your Content Strategy 32:56 Step 5: How To Measure For Success 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH GRACE Instagram: https://www.instagram.com/graceandrewsss/ YouTube: https://www.youtube.com/@graceandrewsss TikTok: https://www.tiktok.com/@graceandrews7 FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy Paul: TikTok: www.tiktok.com/@building.brand.advocacyVerity: www.linkedin.com/in/verityhurd/ | |||
| Building TRIP: How a Challenger Brand Conquered the Wellness Drinks Market | 13 May 2026 | 00:49:51 | |
In this episode of Building Brand Advocacy, I sit down with Alice Ratcliffe, Head of Brand at TRIP — the wellness drinks brand rewriting the rules of brand positioning in one of the most crowded categories on the market. Alice pulls back the curtain on how TRIP went from scrappy challenger to a brand that commands culture, loyalty, and shelf space — and what it's really taken to scale that story into the US. In this episode, we cover:
CHAPTERS 00:00 The Polished Brand Problem 02:03 Finding Branded White Space 06:00 Regulation Into Advantage 07:36 Always On Brand Building 10:17 How To Earn Consumer Trust 16:06 Creators Influencers Celebs 23:25 US Expansion Playbook 26:30 Approaching Employee Advocacy 28:39 Scaling Without Gatekeeping 29:51 Email List vs Community 31:15 AI Vs IRL 33:36 Hosting Inclusive Brand Events 35:50 Winning on TikTok Shop 39:52 Global Growth and Accounts 44:26 Powerful Founder Partnerships 🔔 Subscribe to Building Brand Advocacy for weekly conversations with the people reshaping how brands grow. CONNECT WITH TRIP Instagram: https://www.instagram.com/trip.drinks/ TikTok: https://www.tiktok.com/@trip.drinks FOLLOW US Verity: https://www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy | |||
| Is your brand engineered for advocacy? | The Advocacy Maturity Model | 29 Apr 2026 | 00:31:09 | |
In this mastermind episode of Building Brand Advocacy, we break down the Advocacy Maturity Model, a strategic framework for diagnosing exactly where your brand sits on the advocacy spectrum and the precise steps to move from passive mentions to a fully activated community-led growth engine. Think of it as your strategic advocacy playbook, the kind of session your brand team needs to align on advocacy as a core brand lever rather than a marketing afterthought. Inside this episode:
If you’re a marketing leader trying to restructure your team's advocacy strategy, this episode gives you the framework to stop guessing and start growing with intention. 🔔 New episodes every Wednesday — subscribe so you never miss an episode. FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy | |||
| Grace Andrews: Why Your Employees Are Your Most Powerful Brand Asset in 2026 | 22 Apr 2026 | 00:37:16 | |
In this episode of Building Brand Advocacy, Verity sits down with Grace Andrews to unpack the real shifts happening in social right now and what forward-thinking brands are doing to stay ahead in 2026 and beyond. Grace brings a sharp, strategic lens to one of the most underutilised growth levers in marketing today: employee advocacy. We go deep on why building brand growth from the inside out isn't just about brand culture but something much bigger. We then go onto discuss how to build an effective and experimental content eco-system as well as understanding how to navigate YouTube as long form presence is growing within the digital landscape. In this episode, we cover:
CHAPTERS 00:00 Episode Trailer 01:30 Meet Grace Andrews 02:23 2024 Trend Check 06:52 Employee Advocacy Basics 09:20 Building The Employees Advocacy Infrastructure 14:52 Ownership And Founder Role 17:11 Incentivising Employee Advocacy 19:22 Building A Content Experimentation System 22:29Dummy Social Channels for Safe Testing 24:09 Case Study of the Shameless Network 28:48 YouTube vs Social Scrolling 31:29 Where YouTube Fits into Teams 33:48 Low Lift YouTube for Brands 35:30 Future Creator Brand Partnerships Whether you're a founder, marketing lead, or brand strategist — this conversation will change how you think about where your next wave of growth actually comes from. 🔔 Subscribe to Building Brand Advocacy for weekly conversations with the people reshaping how brands grow. CONNECT WITH GRACE Instagram: https://www.instagram.com/graceandrewsss/ YouTube: https://www.youtube.com/@graceandrewsss TikTok: https://www.tiktok.com/@graceandrews7 FOLLOW US Verity: https://www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy | |||
| Why more brands should become entertainment first | The Red Bull Strategy | 08 Apr 2026 | 00:06:11 | |
In this episode of Building Brand Advocacy, we're unpacking the seismic shift happening in marketing right now: is branded entertainment replacing paid ads? We dig into why the smartest brands are investing in long-form content, storytelling, and entertainment-led campaigns, and how this changes everything from team structure to ROI measurement. What we cover:
Whether you're a founder, a marketing lead, or a brand builder trying to do more with less — this is the episode that reframes where your budget should actually be going. 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH PAUL & VERITY Paul: www.linkedin.com/in/paulkarcher/ Verity: www.linkedin.com/in/verityhurd/ FOLLOW US Paul: https://www.linkedin.com/in/paulkarcher/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy | |||
| Is Community The New Influencer? Founder of CLIQ Community App | 01 Apr 2026 | 00:48:11 | |
Are communities replacing influencers? In this episode of Building Brand Advocacy, Paul sits down with Nicola Gunby, co-founder of CLIQ, to talk about why the brands winning right now aren't chasing reach, they're building belonging. We go deep on the concept of the 'third space' and why it might be the most underutilised tool in your brand's growth strategy right now. In this episode we cover:
This one is essential listening if you're a CMO or marketing lead questioning where influencer budgets should actually go in 2025. CHAPTERS 00:00 Introduction 04:29 Community as the Third Place 08:19 Where Brands Go Wrong with Community 13:59 Cliq Brand Case Studies 19:21 Measuring Community ROI 26:17 Measuring Community Event Demand 28:30 Tap Into Existing Communities 29:40 Samsung Community Case Study 35:17 Online vs In Person Community 37:34 Sub Communities Strategy 41:40 Geo Local Community 44:18 Cringe Or Community 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH NICOLA Instagram: https://www.instagram.com/nicolargunby/ LinkedIn: https://www.linkedin.com/in/nicola-gunby/ | |||
| Why Every Brand Should Think Like a Creator | Sidemen's Manager Reveals All | 25 Mar 2026 | 00:44:23 | |
Is influencer marketing dead? Jordan Schwarzenberger, the man behind the Sidemen's evolution from creators to a multi-million pound enterprise, thinks brands have got content eco-systems wrong. In this episode of Building Brand Advocacy, we break down why the smartest brands are ditching traditional influencer marketing and becoming organic content engines instead. Jordan reveals the exact content strategy that scaled the Sidemen from a YouTube group into a business empire and how any brand can steal from the creator economy strategy. We go deep on building a content hemisphere, why entertainment-first marketing beats ads, and how to turn community into customers through brand advocacy. In this episode we cover:
Whether you're a CMO, marketer or brand founder, this episode is your blueprint for building a content marketing strategy that actually compounds. CHAPTERS 00:00 Introduction 02:38 Building the LADBible Agency 07:16 Scaling The Sidemen Businesses 11:16 Defining A Content Infrastructure 12:27 Side Plus Membership Model 17:27 How Brands Should Be Working With Creators 20:23 End Of The Transactional Influencer Model 23:04 Discovery IS Replacing Followers 26:07 The Influencer Economy Collapse 28:33 Traditional Campaigns Are Dead 30:04 Monoculture To Micro Communities 38:24 The CMO Playbook 41:40 Contribution Marketing To Serve Then Sell 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH JORDAN LinkedIn: https://www.linkedin.com/in/jordanschwarzenberger/ Instagram: https://www.instagram.com/jordanschwarz/ TiKTok: https://www.tiktok.com/@jordanschwarzenberger FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy | |||
| How to Build, Scale & Actually Use AI in Marketing | 18 Mar 2026 | 00:42:50 | |
AI for brands is already here. It’s making a shift and as marketing teams, we should be reactive. But the reality is that most brands are still figuring out where to start. In this episode of Building Brand Advocacy, we break down the real state of AI for brands right now. What's working, what's just noise and how to make AI work for YOU without losing the human touch that drives real brand advocacy. In this episode, we cover: The current state of AI for brands How to make AI work for you and your team today How AI will reshape marketing resources and team structures Practical ways to use AI in your day-to-day work life Using AI to create real efficiencies across your content and marketing ops How to build, scale, and manage an AI team from scratch CHAPTERS 00:00 Build Your AI Native Dream Team 02:32 Manager of Infinite Minds 03:54 Onboarding and Feedback Loop 09:49 Future Proof Marketing Roles Form AI 15:14 Building AI Agents into Your Workflow 22:30 Repurposing Content With Agents 25:54 Scaling To 11 Agents 31:58 AI Native Mindset Shift 34:45 Create A Preference Sheet for AI 38:34 Training Cadence And Growth Whether you're a brand team trying to do more with less, or a marketing leader figuring out how to upskill your team, this episode is your AI starter kit. 🔔 Subscribe to watch our new episodes every Tuesday. CONNECT WITH PAUL & VERITY Paul: www.linkedin.com/in/paulkarcher/ Verity: www.linkedin.com/in/verityhurd/ FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy | |||
| How To Build A Community-Led Brand From Scratch (If I Started Over) | Sophie Miller’s Masterclass | 11 Mar 2026 | 00:23:15 | |
In this mastermind episode, Sophie Miller (founder of Pretty Little Marketer) breaks down the exact tactical steps she’d take to build a high-engagement community from scratch in 2026. If you’re a brand, marketer or founder trying to turn followers into a real community engine, this episode is a step-by-step guide to catapult your community strategy. In this episode, you’ll learn: 00:00 Introduction to community building 00:56 The Platform Strategy 05:06 Step 1: Connection Point 08:19 Step 2: Mission Sentence 11:09 Step 3: Connection To You, Connection To Each Other 16:24 Step 4: Thin Content 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH SOPHIE LinkedIn: https://www.linkedin.com/in/sophiealicemiller/ Instagram: https://www.instagram.com/sophiemillerrrr/ Pretty Little Marketer: https://www.linkedin.com/company/prettylittlemarketer/ FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy Verity: www.linkedin.com/in/verityhurd/ | |||
| Inside Trinny London, Benefit & MADE.com: The Truth About Building Brand Advocacy | 04 Mar 2026 | 00:41:58 | |
Are you building a real community around your brand or just spending budget on meaningless partnerships and vanity metrics? In this episode of Building Brand Advocacy, Verity sits down with marketing consultant Lauren Spearman who has worked with Global brands including Benefit Cosmetics, MADE.com, Trinny London to unpack what genuine advocacy looks like today vs. a decade ago and why most influencer strategies are still stuck in 2014. We go deep on how to move from fabricated, performance-led “community” to truly invested brand advocates who buy, refer, and defend your brand online. In this episode, you’ll learn:
CMOs, brand and social leads, and anyone tired of pouring budget into influencer campaigns that don’t convert into real advocacy, retention, or revenue, this episode is for you. CHAPTERS 02:37 Netmums and Real Community 06:24 Inside Benefit Cosmetics 12:20 Employee Advocacy in Action 19:33 Benefit Mascara Maldives Launch 21:37 Reframing advocacy at MADE.com 24:52 Building the Advocacy at MADE.com 30:28 Brand Advocacy vs Performance 34:26 Treating Creators as True Partners 37:26 Behind the Trinny Tribe Community 40:36 Quick fire and Wrap Up 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH LAUREN LinkedIn: https://www.linkedin.com/in/laurenspearman/ Instagram: https://www.instagram.com/laurenspearman/ TikTok: https://www.tiktok.com/@spearmanlauren FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy | |||
| How Glow For It Used TikTok LIVE to Make 6 Figures (Step-by-Step) | 25 Feb 2026 | 00:05:41 | |
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:
If you’re a founder, marketer, or growth lead wondering how to turn views into live sales, this is your shortcut. Think of it as a behind-the-scenes launch debrief: no fluff, just what actually moved the needle. CHAPTERS 00:00 Inside a Six-Figure TikTok Live 01:24 The First 60 Seconds: Hooking Viewers with a Giveaway + Hero Offers 02:24 The Offer That Made It Pop 03:40 Behind-the-Scenes Chaos 04:45 The Six-Figure Moment 🔔 Follow us to watch our new episodes every Wednesday. CONNECT WITH GLOW FOR IT Glow For It TikTok: https://www.tiktok.com/@glowforitshop?lang=en-GB Glow For It Instagram: https://www.instagram.com/glowforitshop/ FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy | |||
| The 3‑Step Framework to Organic Brand Advocacy in 2026 | 18 Feb 2026 | 00:27:02 | |
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:
If you want to build a brand that customers proudly talk about, this 3-step strategy is your new advocacy playbook. CHAPTERS 00:00 Why influencer marketing is broken 04:29 The problem with influencer trips & brand dinners 06:10 Building an organic advocacy engine: map your brand network 07:41 Activating advocates: channels, CRM, and ROI of marketing to fans 11:14 The 3-part framework: Who → Activities → Rewards (airline loyalty lessons) 14:13 Advocacy is a feeling: experiences, founder hustle, and early community building 16:43 From influencer pyramid to advocate segments (pro vs amateur vs semi-pro) 19:23 Measuring real brand advocacy: real EMV, revenue, and content value 24:05 The most untapped opportunity: employees & retail teams as advocates 26:36 90-second tactical recap + wrap-up 🔔 Subscribe to watch our new episodes every Wednesday. CONNECT WITH PAUL & VERITY Paul: www.linkedin.com/in/paulkarcher/ Verity: www.linkedin.com/in/verityhurd/ FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy | |||
| The Exact Strategic Framework To Build A Community-Led Brand (ft Sophie Miller) | 11 Feb 2026 | 00:40:19 | |
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:
Whether you are a Social Media Manager or a Brand Director, this episode covers the marketing strategy you need to future-proof your brand. CHAPTERS 00:00 Introduction to Sophie Miller 02:25 The Birth of Pretty Little Marketer 04:50 From Despare to Community Building 06:35 Strategic Growth and Community Engagement 13:22 Community Monetisation and Membership Launch 20:28 The Power of Community in Business 21:04 Navigating LinkedIn and Social Media 22:51 Building a Community-First Strategy 24:01 3 Pillars of PLM's Community 28:30 Measuring Community Success 33:30 Common Mistakes in Community Building 37:26 Final Thoughts and Community Advice for Brands 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH SOPHIE LinkedIn: https://www.linkedin.com/in/sophiealicemiller/ Instagram: https://www.instagram.com/sophiemillerrrr/ Pretty Little Marketer: https://www.linkedin.com/company/prettylittlemarketer/ FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy | |||
| Maximising Global Sporting Partnerships: What Rexona | Sure Knows That Most Brands Don’t | 04 Feb 2026 | 00:37:09 | |
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:
CHAPTERS 00:00 Introduction 01:39 The Evolution of Sports Marketing at Rexona 04:22 Expanding into Female Sports Partnerships 07:47 Maximizing the Value of Global Sports Partnerships 10:48 How To Gain Value from Brand Ambassadors 17:45 Sports Marketing Strategies for Smaller Brands 20:51 Exploring Brand Advocacy Beyond Major Campaigns 22:07 Leveraging Cultural Moments for Brand Relevance 25:01 The Impact of AI on Brand Marketing 28:56 Quick Fire Round: Personal Insights and Fun Facts 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH EMILY LinkedIn: https://www.linkedin.com/in/emily-heath-84a20b14/ FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy | |||
| How SoulCycle Turned Riders Into a Cult Community (Director of Social Reveals) | 28 Jan 2026 | 00:35:43 | |
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:
CHAPTERS 00:00 Introduction to SoulCycle's Community 00:24 The Social Impact of SoulCycle 03:14 The Nomad Baddies: A Community Story 05:55 Creating Fans and Advocates 10:11 SoulCycle's Unique Social Media Strategy 12:05 The Future of Social Engagement 14:58 Balancing Real Life and Digital Presence 19:36 The Role of Employees in Brand Growth 22:40 Engagement and Commercial Results 25:34 Breaking Down Barriers to Participation 30:34 SoulCycle’s Community and Brand Advocacy 🔔 New episodes every Wednesday — subscribe so you never miss a launch. CONNECT WITH MCKINLEY LinkedIn: https://www.linkedin.com/in/mckinleyhart/ SoulCycle Instagram: https://www.instagram.com/soulcycle/ SoulCycle TikTok: https://www.tiktok.com/@soulcycle?lang=en-GB FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy | |||
| The Hidden Reason Your Brand Is Failing on Social Media (ft Sean Cook) | 21 Jan 2026 | 00:38:26 | |
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:
If you’re internal infrastructure is exhausting, overwhelming and no longer working. This episode is for you. CHAPTERS 00:00 Introduction 01:07 The Role and Challenges of Social Media Teams 03:40 Building Effective Social Media Strategies 05:23 The Importance of Knowing Your Audience 13:30 Wellbeing and Duty of Care in Social Media 18:41 The Evolution of Social Media Teams 24:36 The Need for a Brand and Content Architect 31:12 The Role of Culture in Social Media 35:28 Empowering Social Media Teams 37:27 The Future of Social Media Strategy 🔔 New episodes every Wednesday — subscribe so you never miss a launch. CONNECT WITH SEAN LinkedIn: https://www.linkedin.com/in/sean-cook-333b52a3/ FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy | |||
| The TikTok Strategy That Built A Cult Following ft Daisy Kelly (Glow For It Founder) | 14 Jan 2026 | 00:39:08 | |
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:
If you’re looking to level up your TikTok strategy this year, this episode is for you! CHAPTERS 00:00 Introduction and TikTok's Impact 00:55 Building a Brand from Scratch 01:46 Black Friday Preparations 04:11 The Power of TikTok for Business 08:28 Inside a Six-Figure Live 13:50 Marketing Strategies and Team Dynamics 18:01 Reflections and Lessons Learned 19:07 Navigating Business Advice and Trusting Your Gut 20:19 The Role of the Founder in Brand Building 22:03 The Impact of Live Presenters on Sales 25:31 Adapting to Potential Changes in Social Media Platforms 28:37 Engaging with Customers Through Community Events 37:33 Future Plans and Inspirations 🔔 New episodes every Wednesday — subscribe so you never miss a launch. CONNECT WITH GLOW FOR IT Glow For It TikTok: https://www.tiktok.com/@glowforitshop?lang=en-GB Glow For It Instagram: https://www.instagram.com/glowforitshop/ FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy | |||
| Influencer Marketing is Dead: Here is What Replaced It | 07 Jan 2026 | 00:39:13 | |
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:
Listen to the full conversation to future-proof your brand strategy. CHAPTERS 00:00 Introduction to Brand Advocacy in 2026 00:46 Reflecting on 2025: The Rise of Advocacy 02:35 The Decline of Influencer Marketing 05:01 The Future of Marketing Teams 07:27 The Importance of Community Building 09:58 The Shift in Social Commerce 13:09 Unlearning Old Marketing Strategies 17:10 Effective Brand Advocacy Approaches 20:35 The Difference Between Paid Influencers and Earned Advocates 21:09 Top of Funnel vs. Bottom of Funnel Advocacy 22:04 The Importance of Culture and Commercial Creators 23:10 Brands Underutilizing Their Advocates 23:45 Understanding and Activating Advocates 26:22 Channel Strategies and Creator Engagement 29:12 The Role of CMOs in Advocacy 36:19 Building a System for Compounding Growth 🔔 New episodes every Wednesday — subscribe so you never miss a launch. CONNECT WITH PAUL & VERITY Paul: www.linkedin.com/in/paulkarcher/ Verity: www.linkedin.com/in/verityhurd/ FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy | |||
| We’re Not In Social Anymore, We’re In A ‘Streaming Ecosystem’ in 2026 ft. Lindsey Gamble | 10 Dec 2025 | 00:21:23 | |
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: 📉 Why Traditional Ad Spend Is Shrinking & What That Means for Brands. 📈 How Platforms Are Handing Creators (& Marketers) the Keys. 🧠 Why Personalisation, Niche Content & Human Insight Are the Future of Performance. 🖥️ Why YouTube Is Eating Netflix – and What It Means for Your Content Strategy. 📬 Why Substack Is the Underrated Channel for Influence & Conversion. This isn’t theory. It’s strategy, backed by real shifts in attention, tech, and creator behaviour. Turn this one up for the download on what’s really reshaping marketing in 2026. Chapters 00:00 – Welcome to the Creator Economy IRL 01:00 – Why Creator Platforms Just Overtook Traditional Media 04:05 – Social-First Brands Are Now Creator-First by Default 05:00 – Everyone’s a Creator: Storefronts, Employees & CEOs 08:20 – YouTube Is Eating Netflix: What It Means for Marketers 11:55 – Substack & LinkedIn: The Next Channels for Influence 14:00 – From TikTok to TV, It’s The New Era of Creator Content 16:00 – AI, Algorithms & Why Personalization Wins Performance 18:20 – The Future Is Human: Why Connection Beats Content Rate & review Building Brand Advocacy: Connect with Lindsey: | |||
| Why Amika & Beekman’s Million-Dollar Advantage Is Advocacy | 03 Dec 2025 | 00:34:07 | |
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: 🏆 Why Being ‘The Favourite’ Brand Beats Being The Biggest 🎡 How Amika Built a Stylist-Led Flywheel That Drives Brand Love & Revenue 🏘️ The Power of ‘Neighbor Services’ (Not Customer Service) 🫶🏻 Why Community Systems Beat Viral Campaigns Every Time ⚙️ What Happens When You Make Kindness Your Operating System Two brands. Zero holdbacks. All Advocacy. Chapters 00:00 – Welcome to the Live Panel: What Advocacy Actually Looks Like 02:27 – The Origin Stories: Kindness, Friendship & Founding from the Margins 07:05 – When Community Becomes the Growth Plan 09:07 – Building Brand Language: “Hi Neighbor” & “I Love Amika” 11:02 – Operationalising Kindness & Loyalty 16:45 – Systems That Scale Love: Amika’s Flywheel & Beekman’s KQ Program 23:42 – From Stylists to Screens: Connecting IRL Community to Digital Growth 28:10 – Trusting the Community with the Brand (Even When It’s Hard) 32:55 – Learning in Public: Handling Missteps & Turning Them Into Advocacy 38:30 – Final Takeaways: Real Community, Real Trade-Offs, Real Growth Rate & review Building Brand Advocacy: Connect with Brent & Nilofer: | |||
| Brand x Performance: The New Rules for Fashion & Beauty Growth ft. Ana Andjelic & Nathan Jun Poekert | 25 Nov 2025 | 00:41:17 | |
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: 🧠 Why most marketing is stuck in reactive chaos ⭐️ What the best brands are doing differently 📊 The missing metric: cultural impact as a KPI (& how to track it across teams) 📉 Why influencer marketing fails when measured like performance media 🎯 The rise of the "social franchise” 🧩 How to structure teams that don’t kill creativity or speed in the name of metrics If you're a brand, a marketer, or a leader trying to build for the next decade – not just the next quarter – then tune in. Chapters 00:00 – Welcome to Culture x Performance (Live from NYC) 01:30 – Marketing in Chaos: What’s Really Going On 04:10 – The Story vs. The Dashboard 06:25 – Why Brand & Performance Still Don’t Work Together 08:00 – Measuring Cultural Impact: A New Index 10:15 – The Age Problem in Media Optimisation 14:30 – Forget Engagement Rates. Track This Instead. 20:40 – Virality, Creators & Brand Control 22:10 – The Social Franchise Model Explained 26:20 – Brand Safety vs. Subculture: The Trade-Off 31:45 – Why Paid & Organic Must Sit Together 36:35 – From Close Friends to Culture Clubs 39:15 – How Stanley Won Facebook Moms Rate & review Building Brand Advocacy: Connect with Ana & Nathan: | |||
| Red Flags In Marketing: The Low Down From The World’s Biggest Brands | 12 Nov 2025 | 00:40:05 | |
TikTok’s not slowing down. Reddit’s rising. Creators are turning into strategists. And brands? They’re either adapting – or falling behind. Recorded live in New York at the Brand Advocacy Summit, this special episode of Building Brand Advocacy throws six sharp minds into a game show-style debate (hosted by Verity) on what’s actually next in culture, social, and the creator economy. From red flags to green flags, beige flags to bold predictions for the year ahead; this chat doesn’t hold back. Hear from: — Madisen Theobald (Global Director of Social Creative @ M.A.C Cosmetics) — McKinley Hart (Director of Social Media @ SoulCycle) — Gabriel Gomez (Head of Social & Community @ MCoBeauty) — James Denman (Brand Strategy & Marketing Expert) — Brandon Smithwrick (Creator, Advisor & Content Strategist) — Maksim Tokarev (Senior Social Media Manager @ Loop Earplugs) For their hottest takes on why… 🧠 AI-generated UGC could get banned 🧵 Threads, Reddit & Broadcast Channels are in for discovery 📉 YouTube Shorts might not be worth the big bucks (yet) 🔑 Intimacy is the new influence & the DMs are where it’s happening … and much more. If your brand is still playing by the 2020 rulebook, stop. Listen. Learn. Chapters: 00:00 – Kicking Off 01:22 – Hot Takes Begin: Predictions for 2026 07:34 – Brand Flags: Green, Red, or Beige? 23:03 – Watch, Wait, or Walk: What Brands Should Act On, Pause, or Ditch 35:25 – Social SEO & AI Content: Future-Proofing Your Brand 38:23 – AI Content Ethics: Where Brands Go Wrong 40:45 – Closing Out & Audience Questions Rate & review Building Brand Advocacy: Connect with the Hot Takers: | |||
| “You’re Tracking Metrics, Not Listening” & It Shows ft. Jazmin Griffith | 01 Oct 2025 | 00:45:02 | |
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:
This one’s sharp, strategic, and packed with takeaways.If you’re in social or strategy, do not skip it. Chapters 00:00 – You Think You're Listening. You're Not. 02:04 – The Reddit Insight That Sparked a Super Bowl Ad 07:46 – Why Most Social Teams Still Get This Wrong 12:35 – The 5 Cs That Should Shape Every Strategy 18:00 – What Creators Know That Brands Miss 22:00 – Listener-Led Briefs > Brand-First Briefs 27:56 – Culture Is Not Your Playground 30:02 – Community Isn’t Comments 36:17 – Where Your Brand Should Actually Show Up 41:00 – 3 Signals Smart Marketers Are Already Tracking Rate & review Building Brand Advocacy: Connect with Jazmin: | |||
| “All Marketing Is Brand + Performance” & Aerie Knows It ft. Luke Klein | 17 Sep 2025 | 00:37:33 | |
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:
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 It Rate & review Building Brand Advocacy: 🔗 Spotify Connect with Luke: | |||
| Marketing Isn’t Boring, You Are: Inside The Comedy Content Engine That’s Breaking Social's Rules ft. Henry Hayes | 10 Sep 2025 | 00:45:34 | |
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:
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 Marketing 05:10 – Building Advocacy Internally 10:20 – Marketing at the Speed of Culture 14:40 – Why Passionfruit Doesn’t Spend on Ads 20:15 – D2C Brands Are Still Playing It Safe 25:55 – Let Employees Create (Then Get Out of the Way) 31:25 – Comedy Is a Marketing Tactic 42:35 – You Are Not the Customer Rate & review Building Brand Advocacy: Connect with Henry: | |||
| How You Make Influencers & Affiliates Your Advocates (Not Just Your Megaphones) ft. Lowri Evans | 03 Sep 2025 | 00:40:47 | |
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:
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. Chapters 00:00 – Welcome to Season 3: Why This Episode Matters 04:00 – Inside the Evolution of Influencer 07:00 – Relationship-First vs. Pay-to-Play 11:00 – Affiliate Strategy That Actually Drives Sales 15:00 – Spark Ads, TikTok Shop & Performance That Converts 20:00 – Why Brand & Performance Must Talk to Each Other 27:00 – Turning Customers Into Creators 34:00 – Building Real Community Through Real People 39:00 – 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 Advocacy Rate & review Building Brand Advocacy: Connect with Lowri: | |||
| What Brands Can Learn From Charli XCX & Beyoncé (& Use It To Win) ft. Joel Marlinarson | 23 Jul 2025 | 00:27:34 | |
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…
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. Chapters 00:00 – Why Music Marketing Works Better Than Brand Campaigns 06:00 – Brat. Cowboy Carter. Juno: What Brands Can Learn 08:00 – Food as Feel-Good Branding 10:00 – In-Jokes, Emojis & Repeat Commenters: Signals of True Community 14:00 – Is Sass Out? Why Ryanair’s TOV Might Be Tired 20:00 – Doing EGC Right (& Fair) 26:00 – Weird But Works: The Best Brand Collabs 30:00 – Silver Economy & The Power of Over-50s Influencers Rate & review Building Brand Advocacy: 🔗 Spotify Connect with Joel: | |||
| Why MCoBeauty Is Winning the Dupe Economy (& TikTok's Heart) ft. Gabriel Gomez | 16 Jul 2025 | 00:42:09 | |
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:
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. Chapters 00:00 – Gabe Gomez & the MCoBeauty Mindset 03:00 – Why Dupes, Not Decks, Drive Beauty Culture Now 07:00 – Crashing Trends & Creating Chaos: Moving at the Speed of Social 12:00 – F*** the Playbook: Balancing Strategy with Spontaneity 17:00 – Creators as Consultants: Rethinking Influence & Partnerships 22:00 – The Green Flag / Red Flag Game: What Brands Get Wrong (and Right) 32:00 – Why TikTok’s Driving Advocacy, And Instagram Isn’t 36:00 – The Platform Breakdown: What’s Working, What’s Next 41:00 – How to Really Build Brand Advocacy (It’s Not a Coupon Code) Rate & review Building Brand Advocacy: Connect with Gabe: | |||
| How Surreal, Innocent & Great Copy Wins Brand Fans (Without Losing The Plot) ft. John Thornton | 09 Jul 2025 | 00:37:06 | |
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:
Listen. Laugh a bit. Rethink your brand copy. Chapters: 03:10 – Meet John Thornton 07:00 – Why Self-Awareness Beats Tone Guidelines 09:10 – Innocent’s Process (and Freedom to Fail) 11:00 – Writing to Stand Out, Not Just Be Funny 12:50 – A Star Wars CV & Other Power Moves 14:10 – The Best Campaigns Are Barely Planned 15:40 – Defending ‘Vanity’ Metrics 16:30 – The Baked Bean Smoothie ft. Heinz 18:50 – Fonts, Risk & The Daily Mail Test 22:20 – Why Surreal Hides Its Humans 29:50 – Product Posts That Actually Get Shared 31:50 – Advocacy Is a Long Game 36:00 – Turning a Fail Into a Fan Moment 39:00 – The LoveHoney Collab Explained Rate & review Building Brand Advocacy: Connect with John: | |||
| Forget Followers, Find “10 People That Believe In Your Brand” To Build Real Brand Love (Like ASOS, Red Bull & REFY Do) ft. Sedge Beswick | 02 Jul 2025 | 00:40:23 | |
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…
It’s time to ditch short-term tactics and rethink what lasting brand love really looks like. Chapters 00:00 – Bloopers, Blunders & Building a Career in Influence 05:40 – Why Influencer Marketing Fails (And How to Fix It) 10:00 – Followers Aren’t Community: What Some Brands Still Don’t Get 12:30 – Brand vs. Performance? Merge It. 15:15 – How ASOS Built a Creator System That Actually Worked 21:30 – The Data You’re Ignoring (TikTok Shop, Instagram & Beyond) 24:10 – Refy, Glossier & the Real Power of Customer-Led Growth 34:00 – New Balance & The Action Plan for Full-Funnel Advocacy Rate & review Building Brand Advocacy: Connect with Sedge: | |||
| How You Build Brands Gen Z Actually Care About, Straight From The Strategists | 25 Jun 2025 | 00:32:03 | |
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:
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 Creators Rate & review Building Brand Advocacy: Connect with Lara & Rosie: | |||
| YouTube Isn’t Social, It’s Search: Build A Channel That Wins Like JD Sports’ (With 0-500k Subscriber Credentials) | 18 Jun 2025 | 00:35:30 | |
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:
This episode isn’t about gaming the algorithm. It’s about building an audience that stays. Chapters 00:00 – Why Brands Still Don’t Get YouTube 02:50 – What Makes a Brand Channel Actually Work 05:42 – YouTube SEO, Community & Creator Thinking 13:41 – Titles, Thumbnails & the 1% Rule 15:07 – Serialized Content: Why It Cuts Cost & Builds Audience 19:40 – Shorts Strategy & What Drives Real Growth 23:33 – Community Building & Sentiment Shifts at JD 26:40 – The 3 YouTube Metrics That Actually Matter Rate & review Building Brand Advocacy: Connect with Chloe: | |||
| Kurt Geiger Confirmed: The New Brand Currency Is Experience & Belonging, Not Buzz | 11 Jun 2025 | 00:34:46 | |
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:
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/ Chapters 00:00 – Why Brand Experience Is the Strategy Now 02:39 – Loneliness, Digital Overload & the Rise of IRL Belonging 04:59 – From Elitism to Inclusion: Democratising Brand Events 07:17 – Trust, TikTok & the Rise of the Authentic Ambassador 09:12 – Building Sensory-First Experiences That Convert 11:05 – Turning Retail Into Storytelling: Inside Kurt Geiger’s Flagship Strategy 15:04 – Pop-Ups, Scale & Global Adaptation on a Budget 18:45 – Using Social to Amplify (Not Replace) Experience 20:14 – How to Make Your Digital Brand Tangible 22:08 – The Biggest Mistake Brands Make With Experiences 23:43 – Why Local Beats Luxury: Cultural Relevance Over Budget 25:20 – Getting Buy-In: How to Prove the ROI of Experience 28:50 – What Brands Overlook When Designing for Emotion 30:17 – When Experience Goes Wrong (& What to Do About It) 31:46 – The Role of AI in Accessibility & Personalisation Rate & review Building Brand Advocacy: Connect with Pascale & Louisa: | |||
| Here’s How You Actually Foster Community, Like Free Soul & Tropic Skincare | 05 Jun 2025 | 00:32:53 | |
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:
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/ Chapters 00:00 – 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 Engine Rate & review Building Brand Advocacy: Connect with Lucy, Emily & Paul: | |||
| 3 Ps, No BS: Start With People, Passion & Purpose To Build Like Legend-Status Beauty Brands Do ft. Coryn Brisbane | 28 May 2025 | 00:50:42 | |
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:
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: Connect with Coryn: | |||
| From Nike’s Strategy To Bugaboo’s Cult Strollers, Here’s How You Win Hearts (& Markets) Like The Expert Who Did It aka. Jeanelle Teves | 15 May 2025 | 00:48:39 | |
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...
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. Chapters 00:00 How Engagement Builds Real Community 02:06 Brand Lessons from the School of Nike 05:40 Designing Products Around the Consumer 09:52 Customer Listening: Where The Insight Starts 11:43 Making DTC Work 12:12 Bridging Customer Service & Product Innovation 17:13 What Modern Parents Really Want 20:52 Why Awards Still Shape Consumer Trust 22:32 Turning Advocacy into a Marketing Engine 24:31 Driving Community Through Local Events 27:01 The Impact of Personal Connection 28:32 Building Your Personal Board of Directors 30:13 How Strong Relationships Drive Loyalty 32:37 Meeting Consumers Where They Scroll 35:05 Localisation that Scales 39:31 Double Down on Core Communities 45:04 Sustainability as a Non-Negotiable Brand Value Rate & review Building Brand Advocacy: Connect with Jeanelle: | |||
| Stop “Constantly Peddling Content” & Start Putting “Word-Of-Mouth Over Everything” ft. Leah Uka | 07 May 2025 | 00:42:33 | |
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:
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. Chapters 00:00 The Real Power of Brand Advocacy 02:10 Retail Disruption: What’s Changing Fast 08:07 A Career Path Like No Other 12:03 How to Build Trust in Emerging Categories 18:15 Engaging Advocates Who Drive Growth 20:05 Crafting a Consistent Global Brand 21:43 Delivering a True Omni-Channel Experience 23:39 How to Scale & Scale Fast 24:23 Making Customer Experience Seamless 25:51 Why Team Engagement Is Non-Negotiable 29:26 When Employee Advocacy Pays Off 30:32 The Must-Know Steps for Global Scaling 32:53 The Brands Breaking New Ground 34:11 Authenticity vs. Content Overload: Striking the Balance 40:40 What’s Fueling Excitement for New Launches Rate & review Building Brand Advocacy: Connect with Leah: | |||
| Why The Old Brand-Influencer Playbook Is Dying (& What You Can Do About It) ft. Gigi Robinson | 30 Apr 2025 | 00:41:43 | |
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…
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. Chapters 00:00 – Finding What Authenticity Really Looks Like 07:05 – The Creator Economy Has Only Just Begun 13:04 – Why Affiliate Models Are Missing the Mark 18:56 – How Brand-Creator Relationships Are Evolving 25:10 – AI, Live Shopping & the Future of Content 32:06 – What Brands Still Get Wrong About Advocacy Rate & review Building Brand Advocacy: Connect with Gigi: | |||
| 100 Episodes: The Unforgettable Bits, Lessons & Laughs From Building Brand Advocacy With You | 23 Apr 2025 | 00:33:10 | |
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…
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. Chapters 00:00 Kicking Off With A Vocal Warm-Up 01:10 What Brand Advocacy Really Means 02:26 Celebrating 100 Episodes of the Podcast 04:23 What 100 Episodes Taught Us 08:32 Why Tactical Marketing Matters 11:11 What Surprised Us 15:27 What’s Next & Why Feedback Fuels It 16:31 Episodes Worth Repeating Rate & review Building Brand Advocacy: Connect with Paul & Verity: | |||
| Why Perfect Brands Fail & Honest Ones Build Advocacy (Like Ethique) ft. Erica Cocilova | 16 Apr 2025 | 00:47:40 | |
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…
This is what it sounds like when a brand listens, adapts, and leads without losing its soul. Chapters 00:00 Turning Skeptics into Believers 03:30 Branding at the Crossroads of Sustainability & Efficacy 08:40 What It Takes to Become a B Corp 12:34 Staying Real with Brand Purpose 14:36 Building a Community That Advocates 18:42 Starting Real Conversations with Consumers 20:41 Why Inclusive Events Build Stronger Communities 23:39 Authentic Engagement Starts with Listening 24:36 How Brand Advocates Are Made 25:56 Why First Impressions Still Matter 27:12 Shifting the Consumer Mindset 28:34 What Legacy Brands Got Right 29:45 Direct-to-Consumer: What the Data Shows 32:52 Moving Past Fear to Innovate 36:14 Building Culture Through Transparency 37:26 Rebranding to Be Understood 39:36 Helping Consumers Choose Simply 41:53 Why Scalp Care Deserves the Spotlight 42:22 Getting the Brand Message Right 43:47 Advocacy Is Built on Connection Rate & review Building Brand Advocacy: Connect with Erica: | |||
| Advocacy 101: How Founders Turn Creators, Customers & Employees Into Brand Champions | 19 Mar 2025 | 00:15:29 | |
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…
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 Quantity Rate & review Building Brand Advocacy: Connect with Lucy, Marielle, Haeni, Lucy & Francesca: Catch their full episodes: Lucy Aylen on Creating Word-Of-Mouth Magic Marielle on Turning Feedback To Fan-Led Advocacy Haeni’s Formula For Fashion Community | |||
| Make Brand Content People Actually Want To Watch, According To A Creator ft. Miranda Shanahan | 12 Mar 2025 | 00:38:55 | |
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…
Listen, learn, and start creating content people will actually want to watch. Rate & review Building Brand Advocacy: Connect with Miranda: Chapters 00:00 – Why branding with personality is the only way to stand out 01:45 – Brand Advocacy 101: What the best get right 02:47 – Short-form content is the battleground for attention 06:56 – Legacy brands vs. disruptors: Who’s winning and why it matters 08:44 – The viral illusion: What actually drives brand growth 12:01 – Not every trend is worth your time, here’s how to decide 14:30 – How to craft scroll-stopping content that actually engages 18:08 – Founder-led content isn’t enough anymore 20:58 – Storytelling that sells: The balance of entertainment & value 24:02 – Going niche to go big: Why the smallest audiences build the biggest brands 26:01 – The social TV era: Why more brands are becoming broadcasters 27:59 – Creators and brands are uniting in new ways: Here’s how to do it right 30:58 – Frameworks that actually work (and scale) for brand content 35:00 – Most brands ignore these hidden growth tracks | |||
| Here’s How You Build An Entire Campaign From One Influencer Post ft. Keith Bendes | 05 Mar 2025 | 00:54:40 | |
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:
Rethink how you’re working with creator content, before you fall behind. Chapters 00:00 – Building Brand Culture for Advocacy 02:03 – How Influencer Marketing Has Evolved 04:07 – Winning Strategies for Brand Engagement 06:14 – Earning Trust in “Unsexy” Industries 09:06 – The Trust Factor in Content Creation 13:41 – Where Paid Media Meets Influencer Strategy 15:53 – Why Influencer Marketing Matters More Than Ever 17:21 – Leveraging User-Generated Content for Growth 20:06 – What’s Next for Content Creation? 23:05 – How Brands and Creators Build Together 31:54 – The Changing Advice for Marketing Campaigns 39:10 – The Future of Short-Form Video 42:35 – Mastering Affiliate Marketing for Growth 46:09 – Balancing Brand Equity with Sales Targets 51:06 – Community, Culture & the Future of Brand Advocacy Rate & review Building Brand Advocacy: Connect with Keith: Hear more from Keith on his podcast, Creator Economy Live! | |||