Building Brand Advocacy Podcast
The podcast that helps you navigate Brand Building with greater ease. No fluff, just genuine experts and actionable insights.
We chat to brand and marketing experts to unvail the foundational principles that can empower any brand to unlock remarkable growth.
Stay informed and inspired with our weekly episodes, released every Monday.
Hosted by...
My name is Paul Archer. I have advised for hundreds of brands on how they can grow through the people who love them the most. I am the founder of the Brand Advocacy platform Duel (used by Pandora, Dove, Charlotte Tilbury, Monica Vinader, TRESemme plus 60+ other brands to manage their communities).
Have you ever wondered why some brands grow exponentially, building legions of passionate fans that live and die by their logos… and some, well, don’t?
Well I do… but that’s probably because I’m a massive brand nerd.
But I believe that it isn't luck. It’s a science.
I think there is a secret sauce at the core of every great brand that has led to their growth through the advocacy of these communities of fans… and I’m on a mission to uncover the first principles and counter intuitiveness to show there’s a better way to build businesses, to build a better future.
By interviewing the greatest brand building minds, sharing my own learnings and delving into the expertise of the team at Duel, we will be translating the tactics, strategies and actionable insights for brand builders to exacerbate their brand success.
This is for brand builders, founders, CMOs and marketers at scaling brands who want to stay ahead of the rapidly changing environment of modern brand building. This includes principles of brand building in a hyperconnected world, maintaining authenticity and coordinating communities of advocates and fans to drive passion, awareness, community and Social Commerce.
Paul Archer
Founder at Duel
Paul Naude,
CEO of Vissia
Marni Shapiro,
Managing Partner of The Retail Tracker
Adam Knight,
Co-Founder at Kuai Commerce
Massimo Alpian,
Director of Global Brand Communications at Tracksmith
Georgie Carter,
CEO & Founder of Pepped
Richard Honibal,
EVP/Global Chief Merchandising & Markeing Officer at NEXCOM
Ivonne Kisner,
Vice President of Marketing & Innovation
In this episode of Building Brand Advocacy, Paul Archer is joined by Ivonne Kisner. They 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 President of Marketing and Innovation and Head of Marketing for Avocados From Mexico. She is a keynote speaker on disruptive creativity and innovation and a board member of the American Marketing Association (AMA) and the Association of National Advertisers (ANA).
Michele Galetto,
VP at Kiton
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.
Tricia Mahoney,
CMO at Twisted x Global Brands
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 is currently Chief Marketing Officer for Twisted X Global Brands – home of Twisted X, Twisted X Work, Black Star Boots, Tamarindo Footwear, and CellSole. Her efforts include ongoing coverage in western and footwear publications as well as global awards for sustainability and leadership. She has published two books and is currently pitching her third book, a memoir titled Trust the Path, for literary representation.
Paul Archer,
Co-Founder & CEO at Duel
In this mini episode of Building Brand Advocacy, host Paul Archer breaks down how businesses can establish the perfect brand market fit by building towards a community of 1000 true fans.
Jim Davis,
CCO at Buck Mason
In this episode of Building Brand Advocacy, Paul Archer is joined by Jim Davis. They discuss how brands can leverage traditional marketing ideas like catalogue marketing to focus brand authenticity on improving the customer experience for DTC models.
Jim is a customer obsessed omnichannel leader with extensive experience in delivering customer-focused strategies at global brands. He is the current Chief Customer Officer at Buck Mason. Before joining Buck Mason, he was the VP of Marketing and Sales at Omaha Steaks and the Global Omnichannel Marketing VP at Deckers Brand.
Stephan Lukac,
Marketing Director at INDOCHINO
In this episode of Building Brand Advocacy, Paul Archer is joined by Stephan Lukac. They discuss how brands can leverage marketing, personalization, and customer feedback to build customer advocacy.
Stephan is a paid media strategist and digital marketer, passionate about driving capabilities forward to uncover new opportunities. He is currently the Marketing Director at INDOCHINO–a retail apparel and fashion company founded on the belief that people don't need to spend a fortune on a custom wardrobe. Before INDOCHINO, he was the Senior Marketing Manager at Best Buy Canada–an omnichannel retailer of consumer electronics, computers, entertainment products, related accessories, and services in Canada.
Barry Wolins,
CEO at Wolins Consulting
In this episode of Building Brand Advocacy, Paul Archer is joined by Barry Wolins. They discuss the creation of brands, factors that promote brand survival, and approaches and limitations around brand growth.
Barry Wolins is the CEO of Wolins Consulting. He consults for the surf and sports industries, specifically apparel range building, sourcing, and marketing. He is the executive advisor to South African Surfing Legends and an innovator and executive consultant to the High-Performance Surfing Academy in Durban, South Africa.
Building Brand Buzz Pt. 3
Alex Cook & Ollie Smith
In this three part series on brand advocacy, our team of experts will guide you through what brand advocacy is, how it can add value to your brand's growth, and the return on investment that it can bring. In this part three of the series, join Alex and Ollie as they dig into the bottom line of what return on investment brand advocacy can bring to your brand and how you can calculate those figures.
Alex Cook - Head of Growth at Duel (Ex-Treatwell)
Ollie Smith - Head of Commercial at Duel (Ex-Contagious)
Jeremy Rusco,
Founder & CEO of Dynamic Discs
In this episode of Building Brand Advocacy, Paul Archer is joined by Jeremy Rusco. They discuss Jeremy’s brand-building strategy. Jeremy shares insights on how he has built the Dynamic Disc brand from scratch through a community of customers who have turned into die-hard fans and loyal followers of the brand.
Brand Advocacy Buzz Pt. 2
Alex Cook & Jaclyn Crocker
In this part two of the series, join Alex and Jaclyn as they bring us through the value of brand advocacy by going over three key areas:
Alex Cook - Head of Growth at Duel (Ex-Treatwell)
Jaclyn Crocker - General Manager at Duel (Ex-Lululemon)
Zarina Standford,
CMO at Bazaarvoice
Brand Advocacy Buzz Pt.1
Lisa Galt & Jacklyn Crocker
In this three part series on brand advocacy, our team of experts will guide you through what brand advocacy is, how it can add value to your brand's growth, and the return on investment that it can bring. In this first episode of the series, Lisa & Jaclyn will be uncovering what brand advocacy is by sharing why its important, how the best brands have grown through the use of it, and how you can engineer brand advocacy within your brand.
Lisa Galt - Brand and Community Lead at Duel (Ex-Lululemon)
Jaclyn Crocker - General Manager at Duel (Ex-Lululemon)
Brand Advocacy, Why Care?
Alex Cook & Jaclyn Crocker
Kate Nightingale,
Founder & Chief Behavioral Officer of Humanising Brands
Saasha Celestial-One,
Co-Founder of OLIO
The Cost of Advocacy
Emmanuel Kwakye & Ollie Smith
In this week's episode, Emmanuel sits down with Ollie Smith (Head of Commercial at Duel) to talk about the cost of advocacy.
We discuss:
Daniel Price,
Co-Founder of My 1st Years
How to Scale a Successful Ambassador Program
Paul Archer & Emmanuel Kwakye
Camilla Craven
Global Brand & Marketing Director of FaceGym
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