Building Brand Advocacy

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 brandsHow to make AI work for you and your team todayHow AI will reshape marketing resources and team structuresPractical ways to use AI in your day-to-day work lifeUsing AI to create real efficiencies across your content and marketing opsHow to build, scale, and manage an AI team from scratchCHAPTERS00:00 Build Your AI Native Dream Team02:32 Manager of Infinite Minds03:54 Onboarding and Feedback Loop09:49 Future Proof Marketing Roles Form AI 15:14 Building AI Agents into Your Workflow22:30 Repurposing Content With Agents25:54 Scaling To 11 Agents31:58 AI Native Mindset Shift34:45 Create A Preference Sheet for AI38:34 Training Cadence And GrowthWhether 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 & VERITYPaul: www.linkedin.com/in/paulkarcher/Verity: www.linkedin.com/in/verityhurd/FOLLOW USSubscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy

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 Strategy05:06 Step 1: Connection Point08:19 Step 2: Mission Sentence11:09 Step 3: Connection To You, Connection To Each Other16:24 Step 4: Thin Content🔔 New episodes every Wednesday — subscribe so you never miss an episode.CONNECT WITH SOPHIELinkedIn: https://www.linkedin.com/in/sophiealicemiller/Instagram: https://www.instagram.com/sophiemillerrrr/Pretty Little Marketer: https://www.linkedin.com/company/prettylittlemarketer/FOLLOW USSubscribe: ⁠www.youtube.com/@buildingbrandadvocacy⁠Instagram: ⁠www.instagram.com/building_brand_advocacy⁠TikTok: ⁠www.tiktok.com/@building.brand.advocacy⁠Verity: www.linkedin.com/in/verityhurd/

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:Evolution of brand advocacy over the last 10 yearsHow Benefit Cosmetics build a ‘warm’ brand through effective influencer strategies How to find organic advocacy in your existing community How to build real relationships with your influencer partners What went into creative authentic advocacy at MADE.comThe work behind Trinny London TribeCMOs, 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. CHAPTERS02:37 Netmums and Real Community06:24 Inside Benefit Cosmetics  12:20 Employee Advocacy in Action19:33 Benefit Mascara Maldives Launch21:37 Reframing advocacy at MADE.com24:52 Building the Advocacy at MADE.com30:28 Brand Advocacy vs Performance34:26 Treating Creators as True Partners37:26 Behind the Trinny Tribe Community40:36 Quick fire and Wrap Up🔔 New episodes every Wednesday — subscribe so you never miss an episode.CONNECT WITH LAURENLinkedIn: https://www.linkedin.com/in/laurenspearman/Instagram: https://www.instagram.com/laurenspearman/TikTok: https://www.tiktok.com/@spearmanlaurenFOLLOW USVerity: www.linkedin.com/in/verityhurd/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy

Glow For It didn’t just “do well” on TikTok Live, they drove 6-figures in revenue in a single live shopping stream. In this 5-minute masterclass, founder Daisy Kelly breaks down exactly how it happened and what every modern brand can steal from their TikTok strategy. In this episode, we unpack:How Daisy turned community obsession into real-time purchase intent The TikTok LIVE moment that tipped Glow For It into 6-figure territoryThe structure of a high-converting TikTok Live Shopping sessionWhy TikTok Shop is replacing traditional “influencer trips” for smart brandsThe mindset shift founders need to win in live commerceIf you’re a founder, marketer, or growth lead wondering how to turn views into live sales, this is your shortcut. Think of it as a behind-the-scenes launch debrief: no fluff, just what actually moved the needle.CHAPTERS00:00 Inside a Six-Figure TikTok Live01:24 The First 60 Seconds: Hooking Viewers with a Giveaway + Hero Offers02:24 The Offer That Made It Pop03:40 Behind-the-Scenes Chaos04:45 The Six-Figure Moment🔔 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-GBGlow For It Instagram: https://www.instagram.com/glowforitshop/FOLLOW USVerity: www.linkedin.com/in/verityhurd/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy

Influencer trips are dead and they’re killing your organic brand advocacy.This episode is your permission slip to stop burning budget on one-off influencer posts and replace them with an advocacy engine that compounds over time and generates serious EMV.In this advocacy masterclass, we break down a clear 3-step system to build organic brand advocates: the customers, creators, and community members who talk about you relentlessly without a pay cheque in sight. If you’re deep in your influencer strategy and unsure how to switch that to building real brand advocacy, this episode is for you.In this episode, we cover:Why the traditional influencer marketing model is broken in 2026The 3 steps to building a customer-powered advocacy engineHow to turn brand customers into high-impact brand ambassadorsThe difference between one-off “influencer trips” and scalable advocacy systemsHow to calculate EMV so you can prove ROI to your CMO, CFO, or boardIf you want to build a brand that customers proudly talk about, this 3-step strategy is your new advocacy playbook.CHAPTERS00:00 Why influencer marketing is broken04:29 The problem with influencer trips & brand dinners06:10 Building an organic advocacy engine: map your brand network07:41 Activating advocates: channels, CRM, and ROI of marketing to fans11:14 The 3-part framework: Who → Activities → Rewards (airline loyalty lessons)14:13 Advocacy is a feeling: experiences, founder hustle, and early community building16:43 From influencer pyramid to advocate segments (pro vs amateur vs semi-pro)19:23 Measuring real brand advocacy: real EMV, revenue, and content value24:05 The most untapped opportunity: employees & retail teams as advocates26:36 90-second tactical recap + wrap-up🔔 Subscribe to watch our new episodes every Wednesday.CONNECT WITH PAUL & VERITYPaul: www.linkedin.com/in/paulkarcher/Verity: www.linkedin.com/in/verityhurd/FOLLOW USSubscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy

Most brands think they have a community, but they’re actively building an audience, not community engagement. In this week's episode, we dive into community building strategy with Sophie Miller, Founder of Pretty Little Marketer. Sophie reveals why relying on followers alone is a dangerous game for modern brands.“If you don't build your community, someone else will define it for you”. We break down exactly how to transition from "broadcasting" to "building" and why community-led growth is the most defensible asset your brand can own in this era of digital marketing.In this episode, you’ll learn:The exact 3-step system to build a loyal brand community.Audience vs. Community: The critical difference that most marketing teams miss.Why silence is a liability and how to take ownership of your brand narrative.How to turn passive followers into active brand advocates.Whether you are a Social Media Manager or a Brand Director, this episode covers the marketing strategy you need to future-proof your brand.CHAPTERS00:00 Introduction to Sophie Miller02:25 The Birth of Pretty Little Marketer04:50 From Despare to Community Building06:35 Strategic Growth and Community Engagement13:22 Community Monetisation and Membership Launch20:28 The Power of Community in Business21:04 Navigating LinkedIn and Social Media22:51 Building a Community-First Strategy24:01 3 Pillars of PLM's Community28:30 Measuring Community Success33:30 Common Mistakes in Community Building37:26 Final Thoughts and Community Advice for Brands🔔 New episodes every Wednesday — subscribe so you never miss an episode.CONNECT WITH SOPHIELinkedIn: https://www.linkedin.com/in/sophiealicemiller/Instagram: https://www.instagram.com/sophiemillerrrr/Pretty Little Marketer: https://www.linkedin.com/company/prettylittlemarketer/FOLLOW USVerity: www.linkedin.com/in/verityhurd/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy

In this episode of Building Brand Advocacy, we sit down with Emily Heath, Global Brand Director of Rexona | Sure, to unpack how one of the world’s biggest, everyday deodorant brands is building true brand awareness and community through sports partnerships.Emily shares her extensive experience working with Unilever over 17 years and provides insights into managing a global brand. Discover how sport partnerships, particularly in football, have played a crucial role in enhancing brand engagement and creating emotional connections with fans. Emily also touches on the tactical side of sports marketing, leveraging AI in brand marketing, and maintaining brand advocacy outside of major campaigns. Tune in for an in-depth conversation filled with valuable strategies and tips for marketers at any level.In this episode, we cover:How Rexona | Sure uses sport to drive authentic brand awarenessWhat “good” looks like in global sporting partnerships, and how to maximise themThe rise of female sports and how to advocate for it as a global brandThe role of ambassadors and athletes for a global brandHow to engage and activate community at global scale, while still feeling local and humanWhere AI fits into the future of brand building and how Rexona | Sure are already tapping into itCHAPTERS00:00 Introduction01:39 The Evolution of Sports Marketing at Rexona04:22 Expanding into Female Sports Partnerships07:47 Maximizing the Value of Global Sports Partnerships10:48 How To Gain Value from Brand Ambassadors17:45 Sports Marketing Strategies for Smaller Brands20:51 Exploring Brand Advocacy Beyond Major Campaigns22:07 Leveraging Cultural Moments for Brand Relevance25:01 The Impact of AI on Brand Marketing28:56 Quick Fire Round: Personal Insights and Fun Facts🔔 New episodes every Wednesday — subscribe so you never miss an episode.CONNECT WITH EMILYLinkedIn: https://www.linkedin.com/in/emily-heath-84a20b14/FOLLOW USVerity: www.linkedin.com/in/verityhurd/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy

In this episode, we break down how SoulCycle built a community-powered content engine that keeps fans sharing, and showing up.Our guest this week is McKinley Hart, Director of Social Media at SoulCycle who shares more around the brand’s social and community storytelling, how they turn riders, instructors, and studio culture into a constant flow of authentic content and brand advocacy.We dig into the strategies, systems, and mindset that any brand, marketer, or creator can steal, even if you don’t have SoulCycle’s scale or resources.In this episode, we cover:How SoulCycle turned its community into a content engine (without making people feel “used”)The creative strategies used at SoulCycle to maxmise brand advocacy on socialTurning instructors and front-line teams into on-the-ground storytellersBuilding internal infrastructures that benefit the content loopThe difference between “posting about your brand” and “building your brand”How to measure the impact of community-driven content beyond likes and viewsPractical advice for brands that don’t currently have a passionate fanbaseCHAPTERS00:00 Introduction to SoulCycle's Community00:24 The Social Impact of SoulCycle03:14 The Nomad Baddies: A Community Story05:55 Creating Fans and Advocates10:11 SoulCycle's Unique Social Media Strategy12:05 The Future of Social Engagement14:58 Balancing Real Life and Digital Presence19:36 The Role of Employees in Brand Growth22:40 Engagement and Commercial Results25:34 Breaking Down Barriers to Participation30:34 SoulCycle’s Community and Brand Advocacy🔔 New episodes every Wednesday — subscribe so you never miss a launch.CONNECT WITH MCKINLEYLinkedIn: https://www.linkedin.com/in/mckinleyhart/SoulCycle Instagram: https://www.instagram.com/soulcycle/SoulCycle TikTok: https://www.tiktok.com/@soulcycle?lang=en-GBFOLLOW USVerity: www.linkedin.com/in/verityhurd/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy

Most brands are still using a 20th‑century playbook for a social‑first world and it’s damaging their marketing.In this episode, we’re joined by Sean Cook, ex Global Senior Social Media Manager at Deliveroo, to unpack why the current “brand architecture” model is completely outdated for how social actually works today. Sean shares what he learned leading an in‑house social team at scale, where the system is failing brands, and what a modern brand architect needs to look like in 2026 and beyond.We dig into how social fits inside the wider business, why brand books don’t translate to TikTok, Instagram or LinkedIn, and the structural changes leaders need to make if they want social to be more than just a content factory.In this episode, we cover:Current state of the digital marketing infrastructureIntroduction of brand and content architectsThe role of CMO’s to enable best performance Duty of care towards social media teamsThe balance between strategy & experiementaiton Why culture is key to fostering success on social media If you’re internal infrastructure is exhausting, overwhelming and no longer working. This episode is for you.CHAPTERS00:00 Introduction01:07 The Role and Challenges of Social Media Teams03:40 Building Effective Social Media Strategies05:23 The Importance of Knowing Your Audience13:30 Wellbeing and Duty of Care in Social Media18:41 The Evolution of Social Media Teams24:36 The Need for a Brand and Content Architect31:12 The Role of Culture in Social Media35:28 Empowering Social Media Teams37:27 The Future of Social Media Strategy🔔 New episodes every Wednesday — subscribe so you never miss a launch.CONNECT WITH SEANLinkedIn: https://www.linkedin.com/in/sean-cook-333b52a3/FOLLOW USVerity: www.linkedin.com/in/verityhurd/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy

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

Is Influencer Marketing officially dead in 2026? The era of paying for posts and chasing reach is breaking down. Influence hasn’t disappeared, but it has shifted, out of platforms and into people. In this episode, we unpack why the traditional digital marketing playbook is no longer fit for purpose, and how leading brands are reorganising around Brand Advocacy activating customers, creators, and communities as a measurable growth engine, not a one-off tactic.We discuss the huge shift from "buying attention" to "earning trust" and reveal the exact team roles you need to hire (and fire) to succeed in this new landscape. If you are a CMO or marketing leader still relying on 2024 tactics, you might be wasting your budget.In this episode, we cover:The "Death" of traditional influencer marketingThe current state of brand advocacy in 2026Why your digital marketing team structure is failing youHow to pivot from paid reach to community led growthActionable steps to turn customers into your best marketersListen to the full conversation to future-proof your brand strategy.CHAPTERS00:00 Introduction to Brand Advocacy in 202600:46 Reflecting on 2025: The Rise of Advocacy02:35 The Decline of Influencer Marketing05:01 The Future of Marketing Teams07:27 The Importance of Community Building09:58 The Shift in Social Commerce13:09 Unlearning Old Marketing Strategies17:10 Effective Brand Advocacy Approaches20:35 The Difference Between Paid Influencers and Earned Advocates21:09 Top of Funnel vs. Bottom of Funnel Advocacy22:04 The Importance of Culture and Commercial Creators23:10 Brands Underutilizing Their Advocates23:45 Understanding and Activating Advocates26:22 Channel Strategies and Creator Engagement29:12 The Role of CMOs in Advocacy36:19 Building a System for Compounding Growth🔔 New episodes every Wednesday — subscribe so you never miss a launch.CONNECT WITH PAUL & VERITYPaul: www.linkedin.com/in/paulkarcher/Verity: www.linkedin.com/in/verityhurd/FOLLOW USSubscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy

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.Chapters00:00 – Welcome to the Creator Economy IRL01:00 – Why Creator Platforms Just Overtook Traditional Media04:05 – Social-First Brands Are Now Creator-First by Default05:00 – Everyone’s a Creator: Storefronts, Employees & CEOs08:20 – YouTube Is Eating Netflix: What It Means for Marketers11:55 – Substack & LinkedIn: The Next Channels for Influence14:00 – From TikTok to TV, It’s The New Era of Creator Content16:00 – AI, Algorithms & Why Personalization Wins Performance18:20 – The Future Is Human: Why Connection Beats ContentRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Lindsey:On LinkedInSubscribe to his Newsletter

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 SystemTwo brands. Zero holdbacks. All Advocacy.Chapters00:00 – Welcome to the Live Panel: What Advocacy Actually Looks Like02:27 – The Origin Stories: Kindness, Friendship & Founding from the Margins07:05 – When Community Becomes the Growth Plan09:07 – Building Brand Language: “Hi Neighbor” & “I Love Amika”11:02 – Operationalising Kindness & Loyalty16:45 – Systems That Scale Love: Amika’s Flywheel & Beekman’s KQ Program23:42 – From Stylists to Screens: Connecting IRL Community to Digital Growth28:10 – Trusting the Community with the Brand (Even When It’s Hard)32:55 – Learning in Public: Handling Missteps & Turning Them Into Advocacy38:30 – Final Takeaways: Real Community, Real Trade-Offs, Real GrowthRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Brent & Nilofer:On Brent’s LinkedInOn Nilofer's LinkedIn

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 metricsIf you're a brand, a marketer, or a leader trying to build for the next decade – not just the next quarter – then tune in.Chapters00:00 – Welcome to Culture x Performance (Live from NYC)01:30 – Marketing in Chaos: What’s Really Going On04:10 – The Story vs. The Dashboard06:25 – Why Brand & Performance Still Don’t Work Together08:00 – Measuring Cultural Impact: A New Index10:15 – The Age Problem in Media Optimisation14:30 – Forget Engagement Rates. Track This Instead.20:40 – Virality, Creators & Brand Control22:10 – The Social Franchise Model Explained26:20 – Brand Safety vs. Subculture: The Trade-Off31:45 – Why Paid & Organic Must Sit Together36:35 – From Close Friends to Culture Clubs39:15 – How Stanley Won Facebook MomsRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Ana & Nathan:On Ana’s LinkedInOn Nathan’s LinkedIn

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 Off01:22 – Hot Takes Begin: Predictions for 202607:34 – Brand Flags: Green, Red, or Beige?23:03 – Watch, Wait, or Walk: What Brands Should Act On, Pause, or Ditch35:25 – Social SEO & AI Content: Future-Proofing Your Brand38:23 – AI Content Ethics: Where Brands Go Wrong40:45 – Closing Out & Audience QuestionsRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with the Hot Takers:On Madisen’s LinkedInOn McKinley’s LinkedInOn Gabe’s LinkedInOn James’ LinkedInOn Brandon’s LinkedInOn Maksim’s LinkedIn

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

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

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

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

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