Building Brand Advocacy

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

Growth. The one thing every brand wants. The one thing most brands get wrong. For this episode of the podcast, Paul sits down in conversation with Matt Lerner (Growth Specialist and Founder @ SYSTM) to uncover the secret sauce to massive brand growth.  With a unique approach rooted in deep customer insights, fast iteration, and quantitative analysis, Matt shares tactical advice for driving true brand success through growth marketing. Delve into this dynamic world as Matt discusses: Uncovering Growth Levers: Matt shares insightful stories and strategies, including finding PayPal’s growth levers, and emphasizes the importance of understanding your business – inside and out – to find your own. Matt’s ‘Growth Model’: Explore Matt’s Growth Model, which focuses on finding and unblocking bottlenecks to surprise and delight customers, turning them into Advocates.  Agile Marketing: Explore Matt’s approach to in-the-moment marketing plans, and gain valuable strategies for fast iteration and continuous improvement. Collaborative Leadership: Discover the importance of this in driving organizational success, and learn how to empower your team to achieve remarkable results. Listen to gain insights into top-tier growth, marketing, and Advocacy strategies. Use them to help your brand grow.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Matt: Matt’s LinkedIn SYSTM’s Website

What does it take to energize a thriving community of superfans, in today’s Social Commerce era? Community-building gurus Katie Adams (Senior Marketing Director EMEA @ Abercrombie & Fitch), Sian Pilkington (Senior Marketing Manager @ Mint Velvet), Grace Andrews (Marketing Director for Steven Bartlett & The Diary Of A CEO), Angelic Vendette (Founder @ Ave Advisory, ex-Alo Yoga, ex-Sephora), and Daisy Morris (Founder @ The Selfhood) know. In this ‘Advocacy 101’ episode, you’re invited to dive back into Building Brand Advocacy’s best advice on the world of community. A compilation of insightful conversations and tactical advice from past episodes, the experts share exact strategies that have worked for nourishing their world-renowned brand communities. Follow the timestamps to hear from… 1:32 – Katie @ Abercrombie & Fitch On how full-funnel marketing remains pivotal for fostering community, why evolving alongside your brand fans is key, and her direct engagement strategies for building meaningful connections. 3:46 – Daisy Morris @ The Selfhood On the nuanced distinction between an audience and a community, building for the Advocates who love you, and why it all comes down to speaking to your community to foster loyalty.  11:32 – Angelic @ Ave Advisory (ex-Alo Yoga, ex-Sephora) On harnessing the power of word-of-mouth, spotting strategic community investment opportunities, and how to attribute success back to your community building efforts; despite its notorious difficulty.  15:01 – Sian @ Mint Velvet On combating dark social by leveraging community engagement, how to authentically participate in relevant conversations outside of your brand, and why cultivating a sense of belonging is the ultimate lever for connection. 16:03 – Grace @ The Diary Of A CEO On adding immediate values to the community you’re cultivating, resisting the urge to chase every trend, and tried-and-tested strategies for Advocate retention.  Tune in. Take your community strategy to the next level. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with the experts: Katie’s LinkedIn Sian’s LinkedIn Grace’s LinkedIn Angelic’s LinkedIn Daisy’s LinkedIn

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

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

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

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

TikTok, with 1.8 billion monthly active users and a presence in over 150 markets, has emerged the #1 app globally for content consumption. As we look ahead to 2024, it's evident this will be a big year for the platform. And the thing they’re driving hardest? Undoubtedly, TikTok Shop.In a world where people crave entertainment in e-Commerce, TikTok stands out. As a content-first consumer destination, it is fast redefining Social Commerce as we know it. Join Paul & Verity LIVE from the Social Commerce Summit: London 2024, as they talk to Laura Mallows (Founder @ Mallows Beauty and TikTok Shop legend) and Broghan Smith (Fashion Lead @ TikTok Shop) on the topic. First, explore how TikTok is revolutionizing the shopping experience with an exclusive deep-dive from Broghan. Hear how to harness the power of TikTok Creators and where the big opportunities lie for 2024,, before discovering case studies from Victoria Beckham, Pretty Little Thing & Mallows Beauty. It’s time to uncover the facts, tactics, and insider strategies shaping the fashion & beauty landscape within TikTok Shop.This episode explores:The power of #TikTokMadeMeBuyIt: Why is this hashtag a phenomenon, with over 78 billion uses, and how is it reigniting the joy of shopping? TikTok is becoming the new storefront for customers, with content creators playing a pivotal role in driving true customer Advocacy. With ‘family & friends’ still the No. 1 trusted source of purchasing recommendations, the authentic content driving TikTok Shop powerfully bridges the gap between brands and consumers.From your ‘for you page’ to basket: This is the next frontier of shopping. It’s revolutionizing the shopping experience – from Live Shopping, to in-feed videos and product showcases. There’s something for every user here.Mallows Beauty’s TikTok journey: The platform is already changing the game for brands like Mallows Beauty. Delve into the Mallows TikTok Shop story, and learn how the brand saw a 500% increase in revenue from a bold Live Shopping strategy; seeing the Mallows team go live for 8 to 10 hours a day and utilize 10k+ affiliates.Fashion & beauty brand builders looking to win on TikTok Shop, you’ll want to join us.The future of Social Commerce starts here.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Broghan & Laura:Broghan’s LinkedInLaura’s LinkedIn Hosted on Acast. See acast.com/privacy for more information.

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

Seismic shifts and emerging trends are reshaping the Social Commerce landscape in 2024. Join Paul & Verity LIVE, from the Social Commerce Summit: London 2024, as they dive deep into this ever-evolving world with Matt Navarra; renowned social media consultant and industry expert. Reflecting on the key moments from 2023, Matt delves into the rise of private communities as the new frontier for content, sharing, and engagement. From Meta's strategic pivots to TikTok's ambitious foray into Live Shopping, Matt breaks down the developments that will continue to impact brands in the coming year.Discover the crucial trends brands must leverage to navigate the touchpoints of technology, consumer culture, and Social Commerce successfully. From the growing importance of user-generated content (UGC) to the power of authenticity in creator-led brand marketing, there’s plenty of actionable insights for brands looking to thrive in the digital marketplace.Explore what lies ahead for the key platforms, including TikTok, Snapchat, Meta (Facebook, Instagram, WhatsApp), and YouTube, as they race to innovate and capture the attention of billions of social users worldwide. From augmented reality (AR) integration to exclusive predictions on the future of the social media and commerce crossroads, you’ll hear the roadmap for success over the next 3-5 years. Don't miss this insightful conversation; one that equips brand builders with the knowledge and strategies needed to thrive in the dynamic world of social commerce. Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Matt:On LinkedIn Subscribe to his Geekout Newsletter Read his Speaker Notes Hosted on Acast. See acast.com/privacy for more information.

Brand building legend, marketing innovator & community expert, Angelic Vendette, is here. She’s demystifying the secrets of brand marketing, one tried-and-tested tactic at a time. Recognized by Forbes, Business Insider, Vogue, and Glossy as one of the most influential figures in the industry, Angelic is ex-Global Head of Marketing @ Alo Yoga, ex-Global Head of Social & Influencer @ Stitch Fix, and the Founder and CMO of Ave Advisory.Tune in for an insightful discussion that promises to reshape your perspective on brand engagement and community cultivation.In this episode, Angelic shares her expertise on fostering thriving communities, even amidst lockdowns; revealing the secrets behind her success in nurturing a community of over 20,000 devoted members. From innovative approaches to engagement to the pivotal role of AI in shaping brand marketing strategies, Angelic offers invaluable insights that transcend conventional wisdom.Discover how and when to invest in brand marketing, learn how co-creation with community can elevate your brand to the forefront of consumer preference, and explore frameworks for effectively attributing community efforts. Angelic also uncovers the untapped opportunities within communities, guiding brands to identify and empower their most passionate Advocates.Peering into the future, she paints a vivid picture of what 2024 holds for community-first brand growth – highlighting the importance of optimizing the customer journey and focusing on priorities to stay ahead in a rapidly evolving landscape. From navigating the complexities of the sales cycle to embracing industry best practices, consider this episode a comprehensive roadmap for brands striving to thrive in the digital age.Tune in as we explore the intersection of innovation, technology, and human connection; uncovering the strategies that leading brands are leveraging to dominate their markets.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Angelic:On LinkedIn Hosted on Acast. See acast.com/privacy for more information.

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

It’s not enough to keep up with trends in social media and Advocacy. It’s time to lead the way.Today on the podcast, our co-host Verity is joined by social experts and advocacy Advocates, Grace Andrews and Sian Pilkington. As the Marketing Director for Steven Bartlett & the Diary Of A CEO podcast, Grace knows successful branding inside and out. Expert in building fashion-focused communities, Sian is the Senior Marketing Manager for Mint Velvet.Dive into the future of social media, community building and brand Advocacy, as we unpack the power moves shaping the new year.In 2024, the magic of Advocacy lies in new ways of nurturing brand loyalty.Learn about long-form video’s rising star and the narrative shift every brand should make; steering from product-centric to story-centric marketing. Storytelling is not a fad, nor a trend. It’s the linchpin every successful brand strategy will rest on for years to come.From combatting dark social with the power of community to harnessing the power of AI, the panelists guide you through the often uncharted territories that fuel growth.You’ll learn why 10% of your content should be experimental, the unspoken impact of going viral outside of your niche, and how the next step for influencer marketing is bringing creators in-house. If your brand is not thinking like a creator itself, you’re a step behind.Tune in as Verity and our special guests demystify the trends, tactics, and topics that will define social media and Brand Advocacy marketing in 2024.(Exclusive plans for Diary Of A CEO and Mint Velvet for you to learn from, included.)Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Grace, Sian & Verity:Grace’s InstagramGrace’s LinkedInSian’s LinkedInVerity’s LinkedIn Hosted on Acast. See acast.com/privacy for more information.

When it comes to Athletic Propulsion Labs, there are two camps; the ‘what is APL?’-ers and the ‘I love APL’-ers. If you’re part of either one, there are unmissable lessons in Advocacy to be learnt from this luxury footwear brand’s journey.Join us in welcoming NJ Falk, Managing Partner at APL, to the podcast. In an all-access conversation with Paul, she shares the inside track on their approach to cultivating a dedicated community – one that drives unparalleled Brand Advocacy, organically.You’ll discover how APL transcended obscurity to become a global sensation (thanks, in part, to an NBA-wide ban of their performance-enhancing shoes). The secrets to dominating a niche are shared, alongside hands-on advice for mastering authenticity, showing an unwavering commitment to innovation, and engaging your super fans.As NJ divulges the tactics that endeared the brand to their audience, advice for strategic collaborations, nurturing a culture of excellence inside the businesses, and facing challenges in an ever-evolving market are all game here.The impact of genuine care, curiosity, and generosity in building not just a brand, but a loyal and devoted community, is clear. From Middle Eastern princesses at Malibu pool parties (yes, really!) to ‘kick aficionados’ with dozens of pairs, anyone can become your brand’s Advocate.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with NJ:NJ’s LinkedinAPL’s WebsiteAPL’s Instagram Hosted on Acast. See acast.com/privacy for more information.

What’s the one thing every beauty brand should be doing on Amazon, that most don’t? For this empowering episode, Paul welcomes Renee Parker to the podcast – an expert in beauty on Amazon and Co-Founder of Invinci, an Amazon agency. Uncover the untold story of luxury beauty on Amazon and learn how to seize control of your brand's narrative and tap into the colossal opportunity on the world's biggest retail platform.  If you’ve been holding back from associating your luxury brand with Amazon, there’s one thing Renee wants you to know. Your products are already on there; they’re simply being resold by a guy named Gary, from his basement, and you have no control over his distribution tactics or the narrative he crafts.There’s an opportunity to shake up the beauty industry’s entrenched approach, here. To regain control of your brand’s narrative, and make access to beauty intersectional. In this detailed conversion, you’ll gain strategic insights, differentiation tactics, and essential steps to thrive in the Amazon landscape. Also learn the one thing every beauty brand should be doing on Amazon, that most don’t.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Renee:Renee’s LinkedInInvinci’s LinkedInInvinci’s Website Hosted on Acast. See acast.com/privacy for more information.

Step into the captivating world of Stuart Trevor, the maverick behind AllSaints, as he details his journey from humble beginnings to global fashion influence. From dressing acts at the Super Bowl and outfitting every major British rock band, to creating the studded belts and leather jackets every millennial had to have. Stuart is a titan of the industry, for good reason. He became Head of Design for Reiss at only 18, going on to found 3 successful brands of his own – first AllSaints, then Bolongaro Trevor, and the eponymous Stuart Trevor.Raised on a shoestring budget, Stuart's artistic flair blossomed against all odds. From hand-me-downs given a rebellious twist to late-night art clubs, his obsession with design propelled him forward. Join us as we delve into the genesis of AllSaints, born from Stuart's vision and sheer determination. Discover how he transformed modest ideas into fashion powerhouses, each one revolutionizing the industry.But it wasn't just leather jackets and trends. Stuart's secret? He cracked the elusive menswear code. By dressing rock bands before influencer culture took center stage, his designs sparked conversations; be it on stage, at fashion weeks, or a casual chat at the pub. Each piece resonated, igniting a sartorial revolution.Stuart's journey is about more than his trailblazing clothes. It's about forging relationships, breaking boundaries, and creating brand identities that speak volumes. It's a testament to the power of authenticity, community, and the art of sparking a conversation. Join us as we unravel the story of a brand (and man) that defied conventions, creating a legacy that’s lasting impact is felt across the fashion world today. Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Stuart:Stuart’s LinkedInStuart’s InstagramStuart Trevor on InstagramStuart Trevor’s Website Hosted on Acast. See acast.com/privacy for more information.

Legacy fashion brands have plenty of gravitas. They are the industry’s titans. But what becomes of them when nostalgia can’t sustain relevancy?A rewriting of brand DNA is needed. To become modern, playful, and cool, every brand must break fashion’s traditional rules. While you’re not an anarchist, ripping them up for the sake of it, you will rebuild a brand that knows where it stands; in relation to the culture, the consumer, and the category again.Ana knows the secret to doing that.In this episode of Building Brand Advocacy, Paul sits down with aspiration Guru & Chief Brand Officer at ESPRIT, Ana Andjelic. Author of ‘The Business of Aspiration’ and creator of ‘The Sociology of Business’ newsletter, Ana shares authentic advice from her vast experience building brands with a culture-first approach. As the ex-CBO of Rebecca Minkoff, ex-CMO of Mansur Gavriel, and ex-CBO of Banana Republic – where she led the label’s iconic rebrand in 2021 – no-one is better placed to help reinvent your fashion marketing strategies.With advice for finding creators as you would friends and tactically translating your brand’s values in every campaign, Ana reminds fashion Brand Builders of something many forgot. If you’re in fashion, you’re in the business of fun. Discover Ana’s vision for bringing brand & performance marketing together (like she successfully did at Banana Republic and ESPRIT), the brands she sees injecting a healthy dose of playfulness (Corteiz, Jacquemus, or Casablanca anyone?), and how B Corp’s philosophy of betterment can be built into any brand’s strategy.Tune in to hear why shortcuts to customer acquisition never work, and why playing the long-game always will.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Ana:Ana’s LinkedInAna’s Instagram, Threads, and XSubscribe to The Sociology of BusinessRead The Business of Aspiration Hosted on Acast. See acast.com/privacy for more information.

For this special episode of Building Brand Advocacy, Duel's Weekly Debrief is brought to life. Expanding on our popular LinkedIn Newsletter, it’s a captivating exploration of the week’s must-know social media news and the trends that deserve more than a cycle for 2024. Verity Hurd, Brand Advocacy & Community Lead at Duel, dives into a dynamic week of updates in social media – taking you beyond the written word, straight into actionable tactics. She unpacks two game-changing social updates and presents a crystal-clear vision of the trends that will define 2024, to support your Brand Advocacy efforts.First, TikTok's exclusive tips crafted for fashion brands are shared; providing innovative strategies to captivate your audience in the ever-changing fashion landscape. Then, Instagram's latest update is dissected – one that could propel User-Generated Content (UGC) to new heights. You’ll learn how to leverage this tool to foster meaningful connections, and engage your community in innovative ways.Plus, Verity shares her advice on reaching new audiences by embracing community-driven approaches and fostering authenticity. Learn the secrets to building lasting relationships that transcend traditional marketing boundaries. Drawing inspiration from the Brand Advocacy powerhouse, Sephora, Verity discusses how the beauty brand mastered the art of engaging their audience and turning customers into passionate Advocates.Community trends are discovered, by tapping into consumer behavior and gamification. Uncover how these trends are reshaping the digital landscape and providing exciting opportunities for brands to connect with their audience on a deeper level.Tune in. Absorb the insights. Gear up to navigate the trends that will define 2024. Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Verity, check out our Weekly Debriefs & apply to join the Brand Builders Collective here:Verity’s LinkedInApply for your place in the Brand Builders CollectiveRead Duel’s Latest Debrief Subscribe to Duel’s Weekly Debrief  Hosted on Acast. See acast.com/privacy for more information.

In today's world of seemingly infinite options, the beauty industry is presented with a unique challenge. With a multitude of beauty brands vying for attention, it's a daunting task to distinguish yourself and cultivate strong customer loyalty. e.l.f. Cosmetics, however, has not only risen to this challenge, but excelled at it; thanks to their ingenious 'Beauty Squad' program. This loyalty program serves as a shining example of successful community-building, offering valuable insights for any Brand Builder seeking to craft their own Social Commerce strategies.Join us for this short yet impactful ‘Brand Goals Breakdown’, where Paul hands the reins over to Verity Hurd, Duel’s Brand and Community Lead. Verity dives into the four pillars that have propelled e.l.f. to the pinnacle of the beauty loyalty game – with nearly 4 million members, and counting. Discover how the program has become the gold standard for community-driven loyalty, and gain invaluable insights into the art of forging meaningful connections with your customers. Learn exactly how e.l.f. clinched the coveted title of the fourth-largest mass beauty company in the US, all while setting a benchmark for community-loyalty strategies the entire industry can learn from and emulate.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Verity & Duel here:Verity’s LinkedInDuel’s LinkedInDuel’s InstagramDuel’s TikTok Hosted on Acast. See acast.com/privacy for more information.

It’s time Brand Builders stop buying into the hype cycle of personalization, and get back down to branding basics. Personalizing for your community is one thing, but a personification of their individualization is now key. Join us in welcoming David Mannheim, the guru of personalization and Founder of Made With Intent, to this episode of Building Brand Advocacy. In a far-reaching conversation, Paul and David discuss why retention doesn’t equate to loyalty, how brands can prioritize care over competency (for the sake of their community), and the art of building for long-term goals at the expense of short-term gains. From breakdowns of marketing initiatives at Amazon, Disney, Netflix, Gousto, and Bloom & Wild, you’ll learn what to do (and what not to do) to win in today’s brand landscape.On a technical level, personalization comes down to two things; segmentation and recommendations. David knows it’s much more than that, though. From his Six Pillars of Personalization – acknowledgement, familiarity, intimacy, authenticity, care & listening – there’s plenty to be learnt.Master these, and you’ll be on your way to Building Brand Advocacy.And connect with David here:David’s LinkedInThe Person In PersonalizationMade With Intent Hosted on Acast. See acast.com/privacy for more information.