Building Brand Advocacy

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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