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.

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).

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.

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.

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.

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.