Building Brand Advocacy

Every brand builder has a burning question… How do I ignite growth on TikTok in 2023? This episode unveils a treasure trove of insider insights, including the answers you’ve been waiting for. Join us in welcoming Bronte Culleton, the expert in charge of Senior Growth & Strategy Management at TikTok, to Building Brand Advocacy. You’ll hear from host Paul, Verity (Duel’s Brand Advocacy Lead) and...

The world of purpose-driven brands is a Brand Builder‘s playhouse – it’s where strategy meets informed impact, and controversy dances with conscience.  Today, we’re diving deep into the playbook of mission-led branding with Amy Smith, Chief Strategy & Impact Officer at TOMS. On this episode of Building Brand Advocacy, Paul and Amy tackle the evolution of TOMS from a one-to-one model to a globa...

So, you’re building a brand with a substantial following. You want to take your operations to the next level. In fact, you’ve noticed there’s swathes of potential influencers already engaging with and buying from you… What you have here is an opportunity. All you need to do? Figure out a way to activate them, and get these passionate individuals involved with your brand. In this bitesize episode o...

Even the biggest brands can’t do what they do without some help from advocates and influencers. In fact, companies like Inkbox, MAC, and Calvin Klein rely on them. Your goal as a brand builder should be for customers to celebrate and champion your brand – telling everyone how much they love you, to the point where it’s annoying. Once you’ve done that, you’ve reached the pinnacle of impactful marke...

Brands like Peloton, Harley Davidson, Apple, and Nike all have one thing in common: their undivided focus on communities. Peloton and Nike are focused on making their customers the best they can possibly be, building their health and encouraging them to better themselves. Harley Davidson is focused on bringing people together, forming a kinship between each other. Apple is focused on building thei...

In this episode of Building Brand Advocacy, Paul is joined by Daisy Morris, Founder of The Selfhood. The queen of brands and community, Daisy drops a ton of invaluable insights as she shares a treasure trove of tactical nuggets. Discover the power of a strong creator or founder presence, delve into the distinction between an audience and a community and be enlightened by Daisy’s expertise and expe...

An influencer is anyone who can influence someone to make a purchase. In a way, we are all influencers; whether it’s getting a family member or a million people to buy something, it doesn’t matter: you’re an influencer. So, with that being said, how do affiliates fit into the mix? What makes them so special and worth investing in? In this episode of Building Brand Advocacy, regular host Paul Arche...

On July 5th, Meta released Threads, the fastest app to hit 100 million downloads. As a brand new social media platform that has been built out of Instagram, brands have been garnering more followers in 24 hours than in two years on Instagram. It is no surprise that marketing teams are now wondering exactly what they are supposed to do with this new network.  To help clear things up, Verity Hurd is...

What makes brands like GymShark so phenomenal? According to today’s guest, it all comes down to three things: timing, hard-work, and bravery. Advertising to your consumers is a skill; it requires a hell of a lot of practice and knowledge that you won’t know right away, so the best thing you can do is really amplify the benefits of your product whilst suppressing their anxieties. Make the consumer...

In a world of controversial figures like Elon Musk and Jeff Bezos, what we need are Founders and CEOs like Tony Drockton, the man who created Hammitt. All he wanted to do was to make something people cherished, that could build a strong sense of community, belonging, and advocacy for all those who purchased it. After years of not knowing what he wanted to do, after never really feeling fulfilled,...

Most well-established brands have a community that spawned from them. But their problem can often be that they think it’s enough to simply sit and observe them whilst also marketing to them. Well, spoiler alert: it’s not enough. You need to be a part of the communities you create; you need to build trust and show some interest; that way, you will immediately become more interesting to your consume...

In this episode, join host Paul Archer as he takes the reins for a special solo episode. Paul dives deep into the fascinating world of social commerce and its role in driving brand advocacy. With the advent of social media platforms that soared in popularity during the pandemic, businesses have found innovative ways to enhance their visibility and boost revenue. Paul shares insights, strategies, a...

So, you’re a Founder of a business and you want to know what your customers are thinking and what the general consensus on your brand is. How do you do that? Sure, you could look at data and analytics, you could mathematically figure out who your demographic is and send your marketing efforts in that direction… or, you could try talking to them? No amount of numbers and statistics can quantify how...

Paul Naude dedicated Vissla to the culture and performance of surfing. He started off working in a shaping bay in South Africa while honing his surfing skills, which led to a continued career in the surfing industry, including founding South Africa’s premier surf magazine, ZigZag. He is also the former president of Billabong’s US operations and started Vissla after a failed takeover bid of his pre...

We talk a lot on this podcast about branding and how to optimise your branding image, but one thing that often goes ignored is something that plays a massive role in their success, and that’s the retail side of things. There’s a saying in the world of retail: retail is in the detail. It might sound daft, but it’s a very accurate and apposite representation of what the retail industry is all about....

As a brand, building a community is one of the most beneficial things you can do… but why? What’s the secret behind making sure it’s successful? Well, the number one thing you need to do is figure out what exactly you stand for as a brand and what your customers' shared passion is! This doesn’t necessarily mean that it’s your product or your service, in fact in most cases it rarely is. To execute...

It’s quite well known (although very rarely acknowledged) that TikTok, one of the biggest platforms in the world right now, is a Chinese product. So how did they manage to blow up so much? Well, it’s because unlike the west, their introduction to the internet was through platforms on handheld devices, whereas ours were through desktop computers. It only makes sense then that they would excel in th...

Throughout history, sports branding and marketing has been dominated by a particular demographic, but it’s only in the couple of decades that we’re seeing more and more diverse representation come to the forefront. Your brand is determined by your experiences, stories, and values, so it’s absolutely vital that you reach out to those who share them. Not only that, but the brands you collaborate wit...

Paul and Georgie discuss how to be a ‘niche within a niche’; the importance of content quality within SMS and Email marketing; how to utilise customer segmentation to lockdown customer retention; and how to use the data gained from campaigns. Georgia has over a decade of experience specialising in lifecycle marketing and CRM, and has a proven track record of turning leads into loyal, raving fans....

In this episode of Building Brand Advocacy, Paul Archer is joined by Richard Honiball. They discuss their backgrounds in retail, brand design and trend, product development and sourcing, luxury retail, department store buying, and specialty retail. They also discuss effectively serving the audience while staying true to your brand identity.  Richard is a highly skilled customer relationship leader...

In this episode of Building Brand Advocacy, Lisa Galt is joined by her panel of experts, Camilla, Dave, and Paul. They discuss the future of social commerce and how it has grown exponentially over the years, from 900 billion dollars at the end of 2020 to being predicted to rise to several trillion dollars in 2023. They further discuss how platforms like TikTok have changed the way people shop, how...

Ivonne Kinser joins Paul Archer in this episode of Building Brand Advocacy to talk about how she successfully built Avocados From Mexico from scratch into one of the top brands with ninety per cent of the market share firmly in their grasp. They also dive into the essence of brand advocacy, how to deploy passion in communication, managing “nano influencers,” and so much more. Ivonne is the Vice Pr...

In this episode of Building Brand Advocacy, Paul Archer is joined by Michele Gallato. They discuss building a luxury brand, the creation of unique brands that appeal to customers, and approaches to influencing customers' decisions on product purchases. Michele Galetto is the Vice President of Kiton, where he also serves as part of the marketing team and as an executive board member of Kiton UK Ltd...

In this episode of Building Brand Advocacy, Paul Archer is joined by Tricia Mahoney. They talk about how to engage in brand development, the roles that models and photographers play in developing brand content, and the challenges and approaches of social media in this context. Tricia Mahoney, CMO of Twisted X Global Brands, helps new businesses build their brands primarily using social media. She...

In this episode of Building Brand Advocacy, Paul Archer, Founder, and CEO of Duel and the host of the Building Brand Advocacy Podcast, shares insights into laying the groundwork from the start to achieve brand success strategically. Paul is a World Record-breaking Adventurer, Best-selling Author, and founder of Duel and the Daredevil Project. He founded Duel to democratise and decentralise marketi...