Building Brand Advocacy

What’s driving the next wave of influence in Fashion & Beauty marketing?  Earned Media Value.  It’s the metric brands can’t stop talking about, for good reason.  Conor Begley (Chief Strategy Officer @ CreatorIQ) is here to break it all down.  This week on the podcast, Paul sits down with Conor to explore the exact science behind EMV (Earned Media Value) & the strategies brands need to scal...

What is the secret sauce to launching a brand that stands out, in new markets & established ones? Connection. Creativity. Building Advocacy.  Papier knows it. Their recipe for this is tried & tested. Forget counting followers – true Advocacy begins with real relationships with real people. The brands winning right now (and always) don’t just build audiences; they cultivate ecosystems of su...

What if your flagship wasn’t just a store, but the heartbeat of your brand community?  The ‘House of Astrid & Miyu’ lived into this vision, and went viral for it.  For 2025’s first deep-dive on Building Brand Advocacy, Verity is joined by Sarah Hrywnak (Chief Marketing Officer @ Astrid & Miyu). Over Sarah’s 12 years with the jewelry brand – growing from Assistant to CMO – she has transform...

Advocacy at scale is the future of fashion & beauty marketing. Video is how you get there. In 2025, consumers are demanding realness (but you already know that).  Brands that meet them with honest, engaging content are the ones building trust. It’s not about creating any video; instead, it’s about using the right formats for the right message.  Success demands more than creativity, but require...

2025 is coming in hot.  Is your brand ready to thrive in the era of co-creation? This week on the podcast, Verity welcomes back the incomparable Lia Haberman – leading authority on the creator economy, social media savant, and the ultimate forecaster on what’s next. If you’re in fashion, beauty, or any space where community & content matters (spoiler: that’s everywhere), this episode is your t...

Scaling fast can cost a brand what matters most…  Your connection to community. So, when a Founder cracks the code to growing both the bottom line & Brand Advocacy globally, learning from them becomes unmissable. In a world of trends, viral moments, and short-term wins, Colette Laxton (Co-Founder @ The Inkey List) is openly calling BS on the pace of the beauty industry. Her mission? To make sk...

What’s better than building a brand for your audience?  Building it with them.  From starting with 5 cashmere jumpers at a trade show to serving 150k+ brand fans & a cult following, Marielle Wyse has built her brand entirely through customer co-creation. This week on the podcast, Verity welcomes Marielle (Founder & Director @ WYSE London) for an entirely expert take on fostering Brand Advo...

Social Commerce is more than a buzzword — it’s reshaping the way brands interact with their communities.  At its heart lies a powerful trio: user-generated content, creator marketing, and trust. From early innovations in Southeast Asia to Livestreaming for TikTok Shop across Europe & The Americas, it’s clear: the brands that thrive today meet their customers where they are and involve them on...

Brand builders, take a peak into our crystal ball.  There’s you, your entire marketing team, and a whole lot of TikTok Lives. Social Commerce is growing fast, and it’s clear that brands leveraging it early are reaping the rewards.  That’s why industry leader, Ben Gallaga, has decided to break his silence – sharing how he’s built an iconic brand by going all-in on TikTok Shop, so you can too. Live...

What’s more valuable than a brand that speaks candidly to its customers? A brand that listens to them.  Fostering true Advocacy isn’t just a loyal customer base – it’s building a community around shared moments of care. Consider this your opening blueprint for transforming brand love (from your customers, creators & social lurkers) into real Brand Advocacy. You may even make a sale, too.  In t...

How do you cultivate a deeply dedicated community in fashion?  You transform it into a force for good.  For this episode, Verity is joined by Jo Tutchener Sharp (Founder & CEO @ Scamp & Dude). Diving deeper than this podcast has before, they explore Jo’s story and the incredibly real impact it had on her drive to build something meaningful.  After navigating personal highs and lows — inclu...

Is there a formula for fashion brand success that goes beyond quality and design? Community, collaboration, and unwavering focus on the customer.  In comes KITRI – the cool girl, high-fashion brand you can actually afford.  For this episode of the podcast, Verity sits down with Haeni Kim (Founder & Creative Director @ KITRI) to uncover the real story of building a beloved cult brand. Defying i...

What’s better than Return On Investment when it comes to content & community building?  Return On ‘Involvement’.  It’s the sweet spot where Advocacy lives, and the household-name brands know it.  Consider this your guide to getting stuck in – to growing personal, niche, and brand communities through the power of true, caring connection.  This week, welcome Author, TEDx Speaker, LinkedIn Top Vo...

How do you actually stand out in fashion?  You stand for something. No, really stand for something.  That’s exactly what Beyond Yoga did. Almost 20 years later, the brand is still thriving.  Building firmly on the ethos that everyone can wear activewear – no matter their shape, size, or activity levels – has cemented them as a forward-thinking leader in this game.  Today, Paul is joined by Michell...

What do Duolingo’s ‘Duo’, ‘Percy Pig’ & AO’s marketing have in common?  Fun, personality & an easily translatable visual identity.  They’ve cracked the code on breaking through social media’s noise.  Industry-leading fashion brands, like Lounge Underwear, are now crossing categories to market like them. Here, you’ll learn how to too.  In today’s episode, Verity interviews Sonia Hussain (Br...

When it comes to kindness, one thing is clear. Everyone could use more of it.  Beekman 1802 is a brand built entirely for one purpose: making beauty kinder. And no, not in a jovial or solely ingredient-based sense.  Join Paul as he digs into this deep dive on kindness as a pillar of Brand Advocacy, in conversation with Brad Farrell (Chief Marketing Officer @ Beekman 1802 | ex-Kiehl’s, ex-L’Oréal)....

Every brand wants to build brand love. If you’re not actively working on it, you’re actively falling behind the competition. Do you know the one thing it takes to get there? Building a Brand Universe first.  By giving your community something to fall for, you build a world your customers, creators & Brand Advocates can find meaning and love in.   That’s why, this week, Verity’s welcoming Sekai...

When building Advocacy, customers fast become your brand’s new creators.  Does this spell the end of the powerhouse beauty influencer, once and for all? Grown Alchemist doesn’t think so. The cult brand sees a place for megas, micros & nano-creators in every influencer & Advocacy strategy – when each is done right . Here’s how you crack the content code to every. single. creator. approach....

New Look has been a staple on the British high street for 50+ years.  Now, they’re fast adopting new frontiers. Ready, testing, and learning. For this episode, Paul had the pleasure of interviewing long-time peer and industry pal, Raine Peake (Head of Marketing & Customer Growth @ New Look | ex-Director @ Jigsaw, Mint Velvet & Farfetch).  Together, they dive deep into the importance of – a...

Understanding your customer is one thing. Crafting content that actually resonates with them is another. The cheat code to nailing this?  Building for brands you would actually buy from.  For this episode of Building Brand Advocacy, Verity is joined by Stefani O’Sullivan (Marketing Consultant and Head of Growth & Marketing @ Staud). It’s a conversation fashion marketers won’t want to tune out...

Pair ‘fun’ with ‘leading fashion’ and a handful of brands come to mind. Add ‘community-built’ to the mix, and there’s only one – Never Fully Dressed. Join Verity for today’s exclusive episode, as she sits down with Lucy Aylen (Founder @ NFD). This is your chance to learn from an industry titan, levelling up your career savvy and brand strategy in the process. From the brand’s first days in her par...

People are the fuel that keeps brands going. Without them, you simply don’t have a brand. That’s why it’s more important than ever to build companies that connect with customers on a personal level. Lucy Toone knows this intimately.  Join Verity in this episode of Building Brand Advocacy to hear from a Brand Builder who perfectly practices what Brand Advocacy marketing preaches. Lucy (Founder &amp...

Giving up brand control to creators can be frightening. Now though, it’s one of the last near-assured ways to grow. Time to face the fear, place your trust in authentic Advocates, and achieve maximum growth through the creators that love you; like Victoria’s Secret, Abercrombie & Fitch, and Brooklinen already do.  Join Paul & Verity LIVE from the last of the Social Commerce Summit: New Yor...

Abercrombie & Fitch are blazing trails in Brand Advocacy. Having seen their shares grow 222% this year, compared to the fashion industry’s average of 12%, the brand is onto something. They’ve been busy leveraging the dynamism of Social Commerce and the authentic voices of their community to win.  Join Paul & Verity LIVE from the Social Commerce Summit: New York, as they delve into Abercrom...

As Social Commerce evolves, so do the roles and skill sets needed to drive it.  This transformation is fast reshaping the landscape of fashion & beauty marketing. Collaboration between social and eCommerce teams, and sharing technologies to utilize, is crucial for crafting a seamless and connected customer journey; one rich with remarkable experiences.  The emergence of more specialized roles...