Building Brand Advocacy

Social Commerce has evolved. Once simple shopping destinations have transformed into entirely new channels for brands to reach their consumers; to purchase, to take part in meaningful experiences, and to be entertained.  The entire practice of marketing has to grow with this landscape. Tune into this conversation, LIVE from the Social Commerce Summit: New York, to hear Paul tackle the tried-and-te...

As TikTok gears up for an uncertain, yet ambitious, few months ahead, one thing is clear – TikTok Shop has become a critical player in the Social Commerce landscape.  Still aiming to grow its US business tenfold to $17.5 billion before the year is through, the platform shows no signs of slowing down. From the explosive growth in Live Shopping events (where half of all TikTok users have now purchas...

Every brand has superfans; better known as your best Brand Advocates. They come in all sizes of influence – macro, micro, and nano – and often in the shape of your everyday customers.  If you’re not yet tapping into them to drive Social Commerce, especially in beauty, you risk falling behind the industry curve.  Join Paul & Verity LIVE from the Social Commerce Summit: New York 2024, at this dy...

Dive deep into the fast-evolving world of digital marketing with Lia Haberman, the USA’s leading expert in social media, the creator economy & influencer marketing.  Join Paul & Verity LIVE from the Social Commerce Summit: New York, as their conversation with Lia uncovers the latest developments across platforms; including how to deal with the significant TikTok ban, evolving features on t...

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 cust...

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 br...

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),...

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. A...

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 expl...

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 a...

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 Soc...

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 destinat...

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 (Frac...

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 c...

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...

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...

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,...

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...

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 bigg...

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...

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...

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 beyon...

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 progra...

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, Pa...

As online traffic flows become untraditional, AI takes over, and the definition of ‘brand’ evolves, the quest for tech-led excellence has never been more crucial. Brands will stay brands, but how do they secure sustainable scaling on a rapidly changing digital frontier? Right now, no brand stands out. Those set to win long-term will take the mediocre output AI produces, and make magic from it; add...