Building Brand Advocacy

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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.

Podcast Episodes

EPISODE 30

Paul Archer

Founder at Duel

In this episode of Building Brand Advocacy, Paul Archer, Founder and CEO of Duel, delves into the world of social commerce, explaining what it is, and the factors that you can implement to harness its power. He discusses the role advocates play in improving a brand's sales, and how you can win in the social commerce space.
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Episode 29

Karen Riley Grant

In this episode of Building Brand Advocacy, Paul is joined by Karen Riley-Grant, former Chief Marketing Officer at Levi Strauss & Co. to discuss why brands need to stick to their core values and connect with the community they’ve created, as well as why customer reviews and direct feedback are essential.
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EPISODE 28

Paul Naude,

CEO of Vissia

In this episode of Building Brand Advocacy, we’re joined by Paul Naude, CEO of Vissla. They delve into the importance of authenticity as a brand, as well as how to adapt to dramatic changes in marketing!
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EPISODE 27

Marni Shapiro,

Managing Partner of The Retail Tracker

In this episode of Building Brand Advocacy, Paul is joined by retail legend Marni Shapiro, Founding Partner of The Retail Tracker. Together, they delve into the importance of spending your money in physical stores, why businesses need to be more careful when putting their money into influencers, and why everything a retail store does is important.
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EPISODE 26

Jaclyn Crocker and Paul Archer

In this very special episode of Building Brand Advocacy, Paul Archer and Jaclyn Crocker of Duel answer YOUR questions! They go live on LinkedIn for a surprise AMA where they discuss the benefits of building a brand community and why big brands don’t necessarily always know best.
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EPISODE 25

Adam Knight,

Co-Founder at Kuai Commerce

In this episode of Building Brand Advocacy, Paul is joined by Adam Knight, Co-Founder of both Kaui Commerce and TONG. They discuss why China is so ahead of the curve when it comes to Social Commerce, and why businesses should put more effort into the Chinese market.
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EPISODE 24

Massimo Alpian,

Director of Global Brand Communications at Tracksmith

In this episode of Building Brand Advocacy, Paul is joined by Massimo Alpian, Director of Global Brand Communications at Tracksmith. They discuss the beauty of brand collaboration; the importance of knowing your identity as a brand; and why we need to be more diverse in our marketing.
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EPISODE 23

Georgie Carter,

CEO & Founder of Pepped

In this episode of Building Brand Advocacy, Paul is joined by Georgie Carter, Marketing Consultant and Founder of Pepped. They discuss some of the secrets behind SMS and email marketing, as well as why you should put your energy into making your content the best it can be.
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Episode 22

Richard Honibal,

EVP/Global Chief Merchandising & Markeing Officer at NEXCOM

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.
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EPISODE 21

Camilla Craven, Dave Morrissey, and Paul Archer

E-commerce is always changing, making it crucial for businesses to harness the power of their staff and customers to provide genuine content that will propel social commerce in the year 2023. Social media sites like Instagram, Twitter, and TikTok have given companies a new way to connect with and learn about their customers.
In this episode of Building Brand Advocacy, Lisa is joined by a panel of experts, Camilla Craven, Brand, Marketing, Social Media & Communications Consultant, Advisor and Fractional CMO of Camilla Craven Consulting; Dave Morrissey, Vertical Manager, eComm & Retail at TikTok and Paul Archer, Founder and CEO at Duel.
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EPISODE 20

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).

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Michele Pod Asset-1
Episode 19

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. 

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Episode 18

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.

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Episode 17

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.

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Episode 16

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.

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Episode 15

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.

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Episode 14

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.

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Episode 13

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) 

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Episode 12

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.

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Episode 11

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:

  • The challenges brands face today
  • How customer acquisition is changing
  • How to scale brand advocacy to tackle customer acquisition cost

Alex Cook - Head of Growth at Duel (Ex-Treatwell)

Jaclyn Crocker - General Manager at Duel (Ex-Lululemon)

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Episode 10

Zarina Standford,

CMO at Bazaarvoice

In this episode of Building Brand Advocacy, Paul Archer is joined by Zarina Stanford. They discuss the trends of brand building today and how brands can bring an engaging shopping experience to the digital sphere.

As CMO of Bazaarvoice, Zarina leads with a customer-centric, insights-driven, and outcome-based approach to all aspects she touches. Before joining Bazaarvoice, Zarina was CCMO of Rackspace Technology and held sales and marketing executive positions at public and private equity and venture capital portfolio firms, including IBM, SAP, Rackspace Technology, and Syniti. Zarina was recently named among the 2021 Outstanding 50 Asian Americans in Business by the Asian American Business Development Center (AABDC). 
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Episode 09

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)

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Episode 07

Brand Advocacy, Why Care?

Alex Cook & Jaclyn Crocker

If you are a brand builder, you probably have three marketing goals you want to achieve. You want to:

1) Grow your community
2) Reduce your customer acquisition cost
3) Increase your brand awareness

Brand Advocacy enables you to achieve all 3.

In this week's episode, Alex Cook and Jaclyn Crocker get into the weeds of Brand Advocacy. You'll leave knowing why advocacy is crucial to brand growth in the modern world and how to implement Brand Advocacy tactics into your marketing strategy.
 
Alex Cook - Head of Growth at Duel(Ex-Treatwell)
Jaclyn Crocker - General Manager at Duel (Ex-lululemon)
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Episode 06

Kate Nightingale,

Founder & Chief Behavioral Officer of Humanising Brands

In this episode of Building Brand Advocacy, Paul Archer is joined by Kate Nighingale. They sit down and discuss how brands can connect with potential and existing customers by tapping into the power of behavioural psychology.
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Episode 05

Saasha Celestial-One,

Co-Founder of OLIO

In this episode of Building Brand Advocacy, Paul Archer is joined by Saasha Celestial-One. They discuss the challenges involved in building an anti-waste brand and OLIO's intentionality in ensuring nothing goes to waste. They further delve into the fundamentals of what makes a true community and how important it is never to underestimate advocates.

Saasha Celestial-One is the daughter of Iowa hippy entrepreneurs who were raised with a deep appreciation for the planet and its scarce resources. She rebelled by moving to New York City and joining Morgan Stanley after graduating from the University of Chicago. After completing her MBA at Stanford Graduate School of Business, where she met her OLIO co-founder Tessa Cook, Saasha spent 9 years in various strategy and business development roles - first at McKinsey and most recently as Vice President of International Partnerships, American Express. Saasha was named one of the UK’s “coolest female founders” by Business Insider and has an MBA from Stanford. 
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Episode 04

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:

  • The problem with relying solely on performance marketing
  • The shifts in consumer behaviour and how brands need to adapt to these changes
  • The ROI of Brand Advocacy and investing in your customers
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Episode 03

Daniel Price,

Co-Founder of My 1st Years

This week's episode features the magnetic Daniel Price, Co-founder of My 1st Years. Paul peers into the mind of Dan, uncovering the traits needed to be a successful founder and create a brand with the longevity that My 1st Years have earned.
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Episode 02

How to Scale a Successful Ambassador Program

Paul Archer & Emmanuel Kwakye

In this week's episode, Emmanuel (Content Manager at Duel) sits down with Paul (Co-Founder & CEO at Duel) to get into the weeds of Ambassador programs. Tune in to learn what Brand Ambassadors are, how to best source Brand Ambassadors, what Brand Ambassador programs are, and how to build a scalable Ambassador programs
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Episode 01

Camilla Craven

Global Brand & Marketing Director of FaceGym

We kick off Building Brand Advocacy with the phenomenal Camilla Craven.

The guru of growing beauty brands has worked with Charlotte Tilbury, Vashi and more. Currently the Global Brand & Marketing Director of FaceGym, Paul sits down with Camilla as she shares the gems that she has picked up building DTC brands in one of the most competitive industries today.
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