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 unveil the foundational principles that can empower any brand to unlock remarkable growth.
Stay informed and inspired with our weekly episodes, released every Thursday.
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).
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.
How Beauty Brands win on Amazon: Lessons from Laneige, Proven Growth Tactics & Exploring Affiliate Ecosystems ft Renee Parker
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.
In this detailed conversion, you’ll gain strategic insights, differentiation tactics, and essential steps to thrive in the Amazon landscape.
AllSaints: The Founder's Story, Styling Super Bowl Bands & Dressing Rock Icons ft. Stuart Trevor
In this episode of Building Brand Advocacy, Paul explores the trailblazing journey of Stuart Trevor, the visionary behind AllSaints. From humble beginnings to global influence, Stuart's artistic flair shaped iconic fashion brands like AllSaints, Bolongaro Trevor, and Stuart Trevor.
Discover how his rebellious designs sparked conversations, reshaping the industry's landscape. Join us for an inside look at his story of forging relationships, breaking boundaries, and creating enduring brand identities that defy conventions, all explored in this captivating episode.
Recoding Brand DNA: Breaking Fashion’s Rules, Humanizing Aspiration & Rethinking Influencer Plays like ESPRIT
Legacy fashion brands have plenty of gravitas. They are the industry’s titans. But what becomes of them when nostalgia can’t sustain relevancy?
Ana Andjelic knows. In this episode, Paul sits down with the aspiration Guru & Chief Brand Officer at ESPRIT, for a how-to on successfully rewriting brand DNA. Discover Ana’s expert take on transmuting traditional fashion rules, authentically tapping into creator culture, and why the future of fashion marketing lies in sociology.
Verity Hurd, Brand Advocacy & Community Lead at Duel, introduces you to the topics that will define 2024 and shares tactical applications for recent social updates to boost your Brand Advocacy.
Discover TikTok's exclusive tips for fashion brands, an Instagram update set to propel User-Generated Content to new heights, and insights on reaching new audiences through community-driven approaches; drawing inspiration from Brand Advocacy powerhouse, Sephora.
Unlocking the Secrets of e.l.f.’s ‘Beauty Squad’: The Power of Community Loyalty
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.
Join us for this short yet impactful ‘Brand Goals Breakdown’, where Paul hands the reins over to Verity Hurd, Duel’s Brand and Community Lead. Verity dives into the four pillars that have propelled e.l.f. to the pinnacle of the beauty loyalty game – with nearly 4 million members, and counting.
David Mannheim
Founder @ Made With Intent and Personalization Guru
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.
Jennifer Roebuck
CMO Metaversal and Brand Building Consultant
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 – adding a human-touch the fashion industry desperately needs to de-commoditize creative differentiation.
No one is better equipped to share successful tactics to achieve this than today’s guest, Jennifer Roebuck – CMO at Metaversal, ex-CCO of Ted Baker, and ex-CMO of Sephora UK.
Bronte Culleton
Senior Growth and Strategy Management at TikTok
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 Bronte as they tackle your questions on organic growth, proven engagement strategies, and the inside track of TikTok and its algorithm.
Amy Smith
Chief Strategy & Impact Officer at TOMS
Paul Archer
Founder & CEO at Duel
Woozae Kim
Disruptive Brand Builder & Storyteller
Lloyed Lobo
Co-Founder of Boast.ai
Daisy Morris
Founder of The Selfhood
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 experience with notable brands like Ganni, Lazy Oaf, Glossier, Estrid and more.
Paul Archer
Founder & CEO at Duel
In this episode of Building Brand Advocacy, regular host Paul Archer is going solo! Join him as he deconstructs the differences between affiliates, influencers, and creators and how brands can use them to drive revenue. He breaks down methodologies and tactics to create a machine that uses advocacy as a tool to drive customer acquisition. Paul further dives into a subject that often causes confusion amongst most brands: affiliates, affiliate technology, and affiliate marketing.
Verity Hurd,
Brand Advocacy and Community Lead at Duel
Richard Chapple,
Chief Growth Officer & Co-Founder of The Growth Foundation
Tony Drockton,
Founder & Chief Cheerleader at Hammitt
In this episode of Building Brand Advocacy, Paul is joined by Tony Drockton, Founder and Chief Cheerleader of Hammitt, a luxury handbag brand based in Los Angeles, where his main responsibility is driving the brand upward and the company forward. Strangely, Tony started his career in construction, Founding companies such as Associated Roofers from 1992 - 1998, and then Branded Mortgage from 2006 - 2008!
With such a diverse and unique background, we can’t wait for you to hear this conversation!
Madeline Sims,
Director of Marketing at Rally
In this episode of Building Brand Advocacy, Paul is joined by Madeline Sims, the Marketing Director of Rally Pickleball, an entertainment company focused on reinventing recreation by bringing people together through pickleball, exceptional food and drink, and a competitive socialising experience. She’s also worked as the Global Brand Manager of The Sims, one of the best-selling video games by EA of all time!
Paul Archer
Founder at Duel
Paul Naude,
CEO of Vissla
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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