What’s rarer than viral growth, and more powerful than performance marketing?

Sustained Advocacy.

It’s what the brands on this show have built, and what this 100th episode is here to celebrate.

To mark the special milestone, Paul & Verity are looking back on the unforgettable moments, tactics, and truths from 100 conversations with the sharpest minds in brand building – the CMOs, Founders, and community-first Marketers behind some of the world’s fastest-growing names.

This is more than a recap. It’s a look ahead to where marketing is heading next.

 

Hit play to learn how to…

 

• Build With, Not For: Advocacy-first brands don’t sell at their audience – they co-create with them. From skincare brands embracing mixed-brand content to companies inviting creators into the strategy room, the path forward is participatory.

 

• Scale Without Losing Soul: From The Inkey List’s £100M+ brand honesty to Beekman 1802’s gamified kindness, the most loved brands lead with how they do things, not just what they sell. Culture isn't the garnish. It's the growth engine.

 

• Trade Vanity For Substance: Forget follower counts. Nanos & micros are winning: because they educate, convert, and care more. Real fans > rented reach. Brands like REFY, Never Fully Dressed, and Symprove are proving that depth leads to scale, when building trust.

 

• Make Your Tactics Transparent: Today’s marketers are done with vague playbooks. The best ones don’t just share philosophy – they share the numbers. Budgets, CAC, conversion rates, channel tests. It’s what the industry needs; a space for open, actionable learning.

 

Whether you’ve listened to one episode or all 100, this one marks a turning point. 

Because the brands that will thrive in the next 10 years aren’t chasing trends. They’re building for Advocacy.

Press play. Learn from the best. Build what lasts.

 

Chapters

00:00 Kicking Off With A Vocal Warm-Up

01:10 What Brand Advocacy Really Means

02:26 Celebrating 100 Episodes of the Podcast

04:23 What 100 Episodes Taught Us

08:32 Why Tactical Marketing Matters

11:11 What Surprised Us 

15:27 What’s Next & Why Feedback Fuels It

16:31 Episodes Worth Repeating

 

Rate & review Building Brand Advocacy:

Apple Podcasts

Spotify

 

Connect with Paul & Verity:

On Paul’s LinkedIn

On Verity’s LinkedIn

 

 

Paul Archer [00:00:00]:

What's your vocal warm up? You gotta do.

 

Verity Hurd [00:00:12]:

I'm like the worst for mispronouncing things. Do you think? Experimental expo. Let me start that again. Oh, yeah, Terrible.

 

Paul Archer [00:00:21]:

Right? That was terrible, terrible, terrible. Right, let's just scrap the whole podcast. Woo.

 

Verity Hurd [00:00:31]:

What else? What else? Oh my God. I wasn't expecting this question. You've got a bit of lipstick on your teeth. Oh, fun. Has that been there the whole time?

 

Marielle Wyse [00:00:47]:

Kind of still can't find Excel and that's ten years on.

 

Verity Hurd [00:00:51]:

Sorry. Thank you. Right, Paul, how do you want to say goodbye?

 

Paul Archer [00:00:56]:

Goodbye.

 

Paul Archer [00:01:09]:

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. I do all the time. And that's probably because I'm a massive brand nerd. But I believe there's a secret sauce at the core of every remarkable brand. A formula that sparks the growth of passionate communities, of superfans, building a business and a reputation that will last for years to come. My name is Paul Archer and I'm a specialist in brand Advocacy and word of mouth, having consulted for hundreds of brands on a topic.

 

Verity Hurd [00:01:43]:

Hey, it's Verity here, your co host of the Building Brand Advocacy podcast.

 

Paul Archer [00:01:47]:

In this podcast we tap into the greatest marketing minds in the world. They share the exact tactics and strategies used to build the world's greatest brands, dropping actionable insights every brand builder can apply.

 

Verity Hurd [00:01:59]:

We've got some incredible guests coming up, sharing insights and tips that can truly shift the marketing landscape. If you want to be the first to hear, make sure you hit that follow button. The more people following the show, the bigger and better we can make it. So if you're loving what you hear, don't forget to follow and spread the word. Thanks again for listening. It really means a lot. I hope you enjoy this next episode.

 

Paul Archer [00:02:22]:

It's time to learn and Build Brand Advocacy.

 

Paul Archer [00:02:26]:

Welcome to Building Brand Advocacy, the podcast all about understanding how the greatest brand builders in the world built their brands, what their tips, their tricks, their tactics that work for them so you can steal them unapologetically and be better at what you do. And this is a very, very special, special special episode because you are joined by me, Paul Archer and Verity Heard.

 

Verity Hurd [00:02:50]:

Hello. Oh my God. This has been a long time since we've been on one together, Paul.

 

Paul Archer [00:02:55]:

It has, it has. There's been a few things, few things brewing over, over the past six months which I will sure share with you. Why is it that we are doing this together today?

 

Verity Hurd [00:03:06]:

Well, we are on our 100 episode and I think that is one milestone to definitely celebrate because, yeah, I mean, not many people get here when it comes to podcasts, so huge, huge shout out to the both of us for getting this far. And also a massive shout out to all our wonderful guests. We have interviewed over a hundred people. We've had three social commerce summits in London and New York. Sold out as well. Which is the building Brand Advocacy Live. Yeah, just the greatest minds, like you said, from cmos founders to industry experts. So definitely celebrating today.

 

Do you know what, actually, Paul, the one thing I love the most about all of this is when people reach out and tell me that they've used the episodes to educate their teams or they've used it to kind of switch up their strategies or to try a new tactic. And I think that is what it's all about for me.

 

Paul Archer [00:03:59]:

Yeah, it's wild. So 100 podcasts, it's almost three years. We're gonna have our third birthday coming up, but we have a different celebration for that. But for this one we're gonna do a bit different. We've got a few kind of clips of both of our favourite episodes which we're gonna be kind of moving into now. But before we get to that bit like Verity, hit us with some stats like, what is it that people need to know about what's happened over the past 100?

 

Verity Hurd [00:04:23]:

Yeah, like I said, amazing guests. Over 100 people have been on this show. We are a top 10 marketing podcast. We are streaming over 23 countries.

 

Paul Archer [00:04:34]:

23.

 

Verity Hurd [00:04:35]:

23 countries, yeah.

 

Paul Archer [00:04:37]:

What's really cool now is actually quite a lot of people are asking to come on as well because they're listening to it and they're either asking for themselves or recommending a friend that we should, we should get on as well. So. And we love that. So if you do have someone who you think is just like blowing the doors off it when it comes to building brand Advocacy, we want to speak to them. So please get in touch.

 

Verity Hurd [00:04:56]:

Paul, 100 episodes in. Did you ever think we would get this far? I mean, especially for you, because, yeah, you pressed, you pressed record on that first episode way before, way before I joined.

 

Paul Archer [00:05:06]:

Yeah, yeah. The old MacBook mic job, which served well for a while and you look back, you're like, I don't know whether I didn't expect to get to 100, but I wasn't sure as whether anyone would actually be listening if I did. For me, it started off as a project because I was a really interested in learning what that special secret source of Brand building was. And I, and I just couldn't get access to enough people to try and do it. 

 

So I figured I could kind of blag it by actually putting them on a podcast and use that as a, as an excuse to ask them all the questions I always wanted because I'm super interested in the way that, in the way that kind of like when you hear the same sort of narrative a few times, like brand buildings, like a really nebulous thing, and people talk about it as if it's this art that, that people get. And I don't. That's just not the way my brain thinks. Like, I think that there must be a science to this.

 

Just no one's worked it out. And so that was the reason why. And like, the more people speak to, the more correlation there is, the more that Advocacy is this embedded piece that kind of sits in there and kind of like it has informed me in a core vision, which is like, if companies build for Advocacy, have that philosophy, which is like, instead of sales, so build for Advocacy instead of sales, they are better companies for it and they're better because they grow more and they're more profitable and they drive at those. But it's also better for the world because they're better to work for, they're better for their customers, they care about the whole sort of ecosystem. 

 

And it just has this transformational effect that goes down. And every single one of those super top end brands, particularly that moment in time when they're growing really, really fast, a lot of brands kind of lose it. But, but when a brand is actually at that point, when the upward inflection curve is happening, they're doing all this stuff right? And they're all doing the same kind of, kind of. Well, they're not necessarily the same tactics, but they're approaching it from the same principles.

 

They're always caring about the humans involved. They are building for Advocacy, not for sales. And that's actually where it gets to. So like this podcast was that kind of excuse for me to blag into that. And now it's really cool because now other people are sort of buying into it and want to listen to these people. And we can use this as a great learning experience, not just for me and for you, but also for everyone who wants to, who wants to get involved.

 

Verity Hurd [00:07:34]:

I think the thing that I really loved about this podcast is the tactical part of it, because you get so many sort of fluff and so many really high level pieces of content, whether it's a podcast or what you See on socials and you actually don't get much from it. You don't, you can't walk away from it and implement much from it. So that is the one thing around this podcast that I love and how, you know, we dig into that with the guests and I think as well this, this for me, like get into this moment. 

 

The conversations that we've been having recently with marketers is that they need a space like this. They need to, you know, like you just said, like for a long time it's felt like marketing was this like secret what everyone was doing and they weren't allowed to talk about it and everyone had to keep everything under wraps and to an element they do sometimes. But also most of the time, no, we need a safe space. This industry evolves so quickly and so fast that yeah, these open conversations are really helping people. So.

 

Paul Archer [00:08:35]:

Yeah, well, I think first of all the tactical thing was, was definitely your do is if you listen to the sort of earlier episodes with me, it was very much high level, strategic, like philosophical. And I think kind of what you brought to it is a real tactical mindset. Just like let's get down to the nitty gritty. How did you actually. And I've kind of learned from that and tried to adopt it myself in terms of the way that I'm chatting to guests as well, because actually it's a great way of pulling out the information that's useful for everyone, not just kind of like here's how I thought about it.

 

Verity Hurd [00:09:08]:

Also another, a really good point to this as well and another side to it is that it's a conversation I had yesterday with a great bunch of marketers and the consumer journey is changing so much. Right. If you think about, if I think about the way that I kind of shop on social media now, it'll be TikTok. I even go to Reddit. I'm kind of, I'm jumping all over the place before I kind of make that decision. And when I see sort of like BGC or creators kind of advertising something if they, if they're showing me, let's say skincare and it's all one brand like that turns me off. And I'm like, I want to see because people don't do that now. We're mixing our products up so much and I think that's the reality of it.

 

And the conversation I had last night was that, you know, this beauty brand was saying that they actually want their products to be mixed with other brands products as well because that's more authentic because you know, we want this product for a certain thing, we want another product for a certain thing and not one brand's kind of offering all of that. And I think that's. Yeah, I think we brands do need to start talking more to each other and integrating in that sense because also reflects in the consumer journey, if that makes any sense. But in my head it did.

 

Paul Archer [00:10:22]:

Yes. All these skincare brands basically are selling exactly the same ointment in a tube, but it's actually the branding and the marketing that makes it different, which actually why I think it's such an interesting category. It's super high margin and it's super homogenous, which means that it's therefore probably the most fun place to play as a brand builder and as a marketer. It's true. If you're on like any of the kind of the creator affiliate platforms, ShopMy's and LTKs, people are tagging this is this top from this brand, they're this jeans from this place and like multi brands and that's the way that people want to like shop, shop the look and do that. So I can sort of. I mean it's great when people start to embrace it, but I can't imagine it's going to be the case because there's still these big walled gardens. But.

 

Right. Anyway, we're supposed to talk about 100 episodes. Like, what was the biggest surprise for you since. Since starting out?

 

Verity Hurd [00:11:11]:

The big surprise for me is when I've been speaking to people and I've had a reply and they go, I love your podcast. I'm big fans of you and Paul and these are guys from big, you know, big, some of the hottest brands in the world. And I'm like, oh my God. They're actually listening to what we're saying. And obviously not just us, but our amazing guests. That has been the biggest surprise.

 

Paul Archer [00:11:33]:

That's great because that never happens to me. So it's clearly you're the memorable one. Was there a guess that like changed your thinking about brand building and Advocacy there that just like came out with something that just caused you to do an about turn on something you held very close?

 

Verity Hurd [00:11:55]:

I don't think there's been one guess that's sort of completely changed how I think about things. There's been several guests that have. I don't done different things to me. You know, we've had, you know, Joe, the founder of Scampin dude and you know, I think really showcasing. I mean she nearly got me crying because of, you know, her brand story and how it all came about and the true kind of passion that she has and the mission that they're on as a brand is it's really inspiring. And so there's episodes like that that just show to me that there are actual, you know, real brands out there, you know, trying to do real stuff for other people. 

 

And then, you know, the real tactical ones, like, you know, Miranda, who's recently been on, you know, she's really made me think about some of the content that we're creating ourselves recently and, you know, getting into the real nitty gritty of like hooks and all of that stuff. And then we had like Sikai on who was talking about brand universes and that that was really interesting as a concept.

 

So yeah, there's been not one, but everyone in some way has kind of helped me shape my thoughts around Advocacy and brand building.

 

Paul Archer [00:13:10]:

Nice. Nice.

 

Verity Hurd [00:13:12]:

What has been your biggest surprise over the 100 episodes?

 

Paul Archer [00:13:16]:

What has surprised me is how much for my biggest learning was actually the way what I mentioned earlier is that I've got this kind of high level strategist mindset of these things and the way that you're asking questions and realisation that that's exactly what people are crying out for. And then suddenly once I have that insight, I'm then going to all these conferences and I'm just like, oh my God, this is so dull. There's just like super high level, superficial sort of level and it's so boring. And that's why people like don't want to go and listen to these people at these conferences because there's nothing to take away, there's no tips. What we want is, we want the numbers. Just tell me the numbers. And you know, as we were saying earlier, like, it's not about the competitive element because this is, this is the kind of the crucial piece that we can really understand. And if your numbers are great, your metrics are great, it makes you sound great too.

 

Paul Archer [00:14:07]:

And I'm really glad that we've, we've been able to open that conversation up with people. Can I talk about this? Can I talk about this thing I talk about every single day and, but I'm not really at all. And then when they start flowing, you can see it's just like a moan of relief because they're so proud. Like there's a professional pride and curiosity in each other that I think this kind of unlocks. So I think that's something which you've, you've, you've given me, which was surprising, which I thought was ace And I think the content after that has just been infinitely better.

 

Verity Hurd [00:14:37]:

Thank you, Paul. Well, yeah, I think, I think it's interesting what you said about. It's a pride thing and when you, you see that when people start talking about it. But also, I think, you know, we're. We're in a generation now where, you know, personal brands and, you know, LinkedIn and, you know, it's. It's a showcase as well, isn't it, in. In the nicest possible way. Like, you know, we want to, we want to showcase our accomplishments and, you know, campaigns and, you know, things that have really worked for us.

 

And also what I love is that people are not afraid to talk about their failures as well and things that haven't worked. And I love this kind of like, like I said, this generation that we're in now that we feel that as marketers, we can talk about this stuff a lot more. So, yeah, that's kind of where we've, where we've wanted to go with it. Tap into that. Paul, what have we got coming up?

 

Paul Archer [00:15:27]:

Well, we've got. We're kind of changing the format a little bit. We're kind of starting to make it a bit seasonally so that we can, like, focus on different topics. We can have a little break in between and we can make sure you've got that regularity of it when, when the, when the episodes are coming out, which, which is interesting. We're running the experiment. Love to hear what you think about that because, you know, this is all about feedback. Similarly, also just feedback in general. Periodically get emails from people that are just like, oh, I really like this.

 

That's the stuff that we need. So what do you love? What don't you love? What do you find really annoying? Yeah, that's also helpful. Can start doing that. That's easy. Easy to do. So, yeah. So please do drop emails. I'm Paul@BuildingBrandAdvocacy.com and Verity is Verity@BuildingBrandAdvocacy.com so you can, you can drop us an email.

 

If it, yeah, if it's negative, send it to Verity. But if it's like praise and stuff, just send it just to me. That's cool.

 

Verity Hurd [00:16:21]:

And then if you find Paul really annoying, then, you know, we can get him off the podcast.

 

Paul Archer [00:16:28]:

And then. Should we jump into some of the clips now?

 

Verity Hurd [00:16:31]:

Yes, 100%. Let's do it. So, Paul, I want to kick off with Beth Thomas, the social director at. Frankly, Beth has blown us away with her episode. It is become our number one episode of all time. And, yeah, she is just a wealth of knowledge. She really dug into some interesting conversations. Community.

 

She does. You know, she said not every brand needs a community. What does community actually mean? I think community has become a massive buzzword. People are getting it wrong. They think replying to comments on social media is community management and it's just not. And a big topic that not many people are talking about now, social search as well. So this is my first pick.

 

Paul Archer [00:17:15]:

Nice. And what I love about this one is that it wasn't promoted or pushed in any particular way. But it's just like the classic Advocacy story is just like the, the content was great. The value that people got from this content, I've heard people talk about it. They shared it, they shared around their teams, they shared it with their friends. Like, check out this bit. I love the way that she spoke about this. That's the kind of, that's the way that word of mouth happens.

 

And this episode is just like, you can see why because it's packed bang full of all these valuable tactical takeaways that you just can get your pattern paper out and just like write them down and then go into work and just be like, right, I know what I'm doing.

 

Verity Hurd [00:17:51]:

Yeah, 100%. I mean, I saw a post on it and someone on it said, listen to this episode. And I've completely changed the way that I work social search now. So yeah, it's amazing. Take a listen.

 

Beth Thomas [00:18:04]:

I think that whether you are a brand or creator or whoever's listening who wants to do search or not, just the basic rules that apply to search are going to help your content get seen by more people. So let's think. You make a piece of content, whatever you are making that about, if you're not adding text natively, if you're adding a caption that's like, maybe your tone of voice is like quite funny and you want to just put a bit of a funny one liner in there. You've probably read that hashtags, who knows if you should use hashtags. You've decided not to. You just put this witty one liner, you send this post out into the the world on social. And how are those social platforms supposed to know what that content is? So again, whether it's search or not, you need to be telling them how to categorise your content. And that is I found using native text in apps when I've trial does help do this.

 

But also captions. We, I mean who knows about hashtags and how helpful they are or not? But that is something that we do. So I think as well as that tagging location settings, if you are someone who's making content about top chip shops in London, like tagging London, putting that as we talk about adding a hook on screen and that would be your text hook that you would add natively, adding hashtags in there, those are ways to do that. And as well as ranking for search, that will also help the platforms know what your content is and who to show it to because we know they don't show it to your followers anymore.

 

Paul Archer [00:19:32]:

That was amazing. So my pick to kick things off is our good friend of the pod, Leah Haberman. This is the idea that Social first is actually a full business shift. Remember we were sort of jamming on it that this is just great advice for any company about looking at it. Social media was a thing that maybe the intern did, but actually the brands that are winning today are the ones that are killing it. Social. So social media, the stats in it, it's like all of the different places where people's attention were, were things were like TV, OTT, everything like that. That, that makes up 35% of people's attention and social makes up 65% of people's attention.

 

So a company's social media strategy is the company's strategy for tapping into the majority of people's attention. And no longer can it be something that the intern can be running. This has to be core to what you do as an, not just as a marketing team. And I think that Leah really, really brings this to life in this episode, in this little snippet that we've got for you here.

 

Lia Haberman [00:20:38]:

I would say Social first is really like a big buzzword this year. And Social first does not mean shooting in, you know, vertical format. Social first does not mean being on a certain platform doing short form video, for example. Social first really is a company initiative. You know, it's, it's everything. It's how you empower your employee Advocacy programme, it's getting your executives on LinkedIn or doing a podcast or anything like that. I mean it's an entire company effort to be Social first in addition to the output of your social team, the creators that you work with, it's the whole thing. So that's kind of one trend that I see this year that people are starting to realise, okay, it's the entire company needs to get on board cross department.

 

Verity Hurd [00:21:29]:

Okay. My second clip is also one from a live summit that we did last year. And this is with Charlotte from Refy. You know, just again, another brand doing incredible stuff out There in this, you know, she talks about nanos and micros having the bigger impact, how they're building more trust that the stronger engagement and just better content sometimes. And as always advocates over ads. So this is about your fans really educating, engaging and converting better than those big influencers. So yeah, great episode and again some real tactical stuff to take away for us.

 

Charlotte Geoghegan [00:22:07]:

Product education has been the number one goal with creators and what we've been trying to do is figure out like what creators work best for that. And the more we dig into it, it is more than nanos, it is more than micros because not only do they put the effort into their content because they have such trust with their audience because it is smaller and they do have time to engage with everyone and really build and strengthen that community, but like they also like really care about making sure that everything's right and like speaking properly to the product and they want to grow as well. So it's, it sounds parasitic that they want to grow as well but it means that they're gonna like listen to all the advice that you give them to make sure that it's communicated effectively, effectively and everyone's using it properly. And that's been number one for us like I think moving forward as well. Like just if I'm gonna beat the drum of anything, it's just like go for those smaller tier creators, the guys that really love your brand and they're gonna do the best work for you whether it's educating about your product or driving brand awareness, in my opinion.

 

Paul Archer [00:23:00]:

Oh cool. I love doing that interview. That was really, really fun actually because actually there was just some amazing people on stage there and she was just killing it. So for my next pick, I am bringing in Colette from the Inkey list. Now this was one of those episodes that had to be massively cut because we were, we were giggling I think too much whilst doing it. So a tonne of fun to do. So I really look back on that fondly and I think that like what I love about that brand is like as like talking to an entrepreneur and the way that she sort of built it just with this kind of core set of values and then has this long term view on it and she just continued to build and to build and to build. Yes, sticking to their brand, sticking to what they do well, no shortcuts, no like trend chasing, just like sticking with it.

 

And now they're $100 million plus brand. And I think the way she articulates this and kind of keeps like the brand's Personality, which, which is also her personality. And they're so wonderfully intertwined. It's just an absolute masterclass in brand building. Check it out.

 

Colette Laxton [00:24:03]:

The reason that people resonated with the Inkey list was our true authenticity. So Paul, speaking to you now, if I met you down the pub or if I was selling to you in a, in a boot store or I was an influencer event, like I am who I am and I am an authentic founder and our team are authentic and genuine and that's great when you're an indie brand and you're super small and you can really have that human touch point. But it is definitely much harder as you scale. And for me that has been the biggest challenge. But the biggest factor of our success is, is truly staying authentic to who we are, making sure that everything we do is human and personal. So how do we give skincare education? We have a askinky service which is a one on one skincare support service team. Answering DMs or comments and speaking to people on social. It's, it's, it's real and it's human and we do everything we can to make that experience as personal and as human as possible.

 

Using tech to support us to get there. But building a big team of people, whether that be skincare experts online through to field team out in stores. We're just trying to spread the word in the most human and authentic way possible.

 

Verity Hurd [00:25:15]:

Awesome. I love Colette as well and she is the epitome of kind of like founder led stories on Instagram as well. So if you're not following her, definitely check her out. I want to talk about Carol from simproove because I think Carol is probably the first guest that we had on who is head of Advocacy. So great to actually have Advocacy in a job title. Carol and the work that they're doing at simprove is just next level. And she just had a completely different mindset when it came to talking about Advocacy and she just got it in so many different ways. You know, she talks about, you know, this isn't about vanity metrics.

 

There's no quick wins. This is, you know, this is the long game stuff that we talk about real word of mouth and the way that they work with so many different people. You know, their employees are bought in from day one. They work with professionals, you know, with the doctors all the way through to, you know, they work with influencers through to the nanos and the micros as well. So they have that full, that full marketing mix in there and something that, you know, simproof sticks to the try before you talk about it, advocate rules so everybody gets gifted. And I know you talk about that a lot, Paul. So they really live into that. So this is, you know, next level clip for me.

 

Carol McEvoy [00:26:30]:

It's really fundamental to me and the team that people who work with us are genuine fans. I think the guy was shocked because he was like not many brands do that and it would be okay, we'll gift it and can you post? We gift. If you post, you post, it's on you because it's such a personal product and that might be the key differentiator that we are a very different product than anything else. Not anything else out there because we're in the health and wellness space. There's plenty of supplements out there, but it's not a dress and it's not a lipstick and it's not a quickly try it. See what you think, okay, we can work together is you've got to take time so we have to be prepared to invest in that. But it was just the way he said it was forward thinking and I went to me, it's not, it's just the way we've always operated and it's kind of like guardians of the brand really that you're only going to work with genuine people.

 

Verity Hurd [00:27:22]:

Okay, so I want to talk about Lucy island from Never Fully Dressed. The founder was and I'm putting this one in there because this was a bit more of like a personal one for me. Like I, as you know Paul, I'm a big fan of Never Fully Dressed and Lucy was the first founder that I ever interviewed. So it was a big moment for me obviously interviewing someone that I've been a fan of for such a long time. And also, you know, the fact that she's a founder, it's a big deal for me and I think Never Fully Dressed have been one of the OGs when it comes to Advocacy and you know their tagline, their customers are their influencers. So yeah, this is a real moment and a real, a real founder story. You know, starting it off in her parents, you know, attic all the way through to where they are today. So yeah, great episode to listen to.

 

Lucy Aylen [00:28:09]:

We still do the market. Yeah last Sunday of every month but and there we sell secondhand, Never Fully Dressed or Pre loved so that it's just engagement, like engaging with the community. The pre loved is a great scheme because you can sell to each other as well online now. So that encourages engagement or communication between the customers. Community. Next week we're doing A yoga event is free or you have to pay the administrative jamming a few pounds, but like it's a free event. Like stuff like that actually reward, like give back to the community, even if it's in time, if it's in a freebie or whatever, it can be all malformation of all of those things has to feel genuine and for them to be part of that journey. So a lot of people, again, maybe it's a trend, but do that BTS or bring you on that journey with them, but people are much more invested in it.

 

I think people really feel on that journey with you.

 

Paul Archer [00:29:08]:

The final clip we have, this is my pick is Brad Farrell from Beekman & Beekman 1802, which is an incredible skincare brand. And the way that Brad as CMO like articulates how their values are baked into everything they do, this idea of kindness is kind of core to them as a value as a brand. And this isn't just like some words on the wall that no one, no one talks about. It's in everything they do. It's kind of, it is their being and it's not just something they, they want to do is how they exist. And so I love the way he talks about that and how kindness bakes into it. And I think that when it comes to brand purpose and how day to day to tactically bring that to life, I think that this is again one of the best examples I've heard on the podcast.

 

Brad Farrell [00:30:02]:

Our customer service really is one of the best around. Like our neighbour services we call it because all of our customers we consider our neighbours. And that's how the company started with our two founders wrapping bars of soap around their dining room table with their neighbours. And we continue to have that level, extremely high level of we have one of the highest NPS scores in the industry of service. So it really is infused in our hr. We also have on our company wide Slack channel, we have an app called Benny that he is our kindness ambassador. And every day you get a prompt from Benny about do an act of kindness or you know, celebrate someone in the organisation and then everyone gets to see it and it really catches on and it creates this kindness within our organisation that I've never really experienced for. It's, it's, it's.

 

And it's fun. Like we've gamified kindness and internally and we have kindness challenges. We did like a kindness Olympics with the Olympics recently and we were all competing like who could be kinder? So it really does kind of infiltrate every Part of our organisation.

 

Paul Archer [00:31:05]:

I love that.

 

That was fun. That was. It's just great to kind of, like, look back because actually, to be honest with you, I actually have never really listened to any of our episodes because.

 

Verity Hurd [00:31:16]:

I can't send the sound of my own voice.

 

Paul Archer [00:31:18]:

Yeah, I can't. I colours in my own voice. It's just like, weird. So it's just like, is that good? And so I was like, yeah, it's good. It's like, cool. What. What did you think of the edit? I was like, I'm definitely not listening to an hour of me talking that. Cannot go with that.

 

So it's nice to kind of hear things back again and just like, yeah, it feels nice.

 

Verity Hurd [00:31:36]:

I just want to say massive thank you to everybody. I want to say massive thank you to our guests. You know, as you've seen there, we've, you know, we've had some incredible people on. We've talked about so many people already today. So, yeah, big thank you to everyone involved for me.

 

Paul Archer [00:31:51]:

Like, I'm so grateful to everyone who's helped bring this to life, everyone who's helped been editing with it, to Scarlett, who's at the back producing right now, and of course, massive thanks to you, Verity. You are a hero. You made this podcast what it should have been in the first place. After joining. I'm so pumped for that and I think, finally, just thank you so much to everyone who listens to this, everyone who subscribes. If you're not subscribing, check it out. If you put it on your YouTube as well, you can watch that. You see people's actual faces and make sure you follow on the social channels as well.

 

Building Brand Advocacy everywhere that you could look. So thank you so much. Massive love to you all.

 

Paul Archer [00:32:30]:

That was another episode of Building Brand Advocacy, the world's top brand building podcast. To find out more about Building Brand Advocacy and how this podcast is part of a bigger plan for our Brand Building Cookbook. Then make sure to search for Building Brand Advocacy in Apple Podcasts, Spotify, Google Podcasts or anywhere else that podcasts are fine. And make sure that you click subscribe so you don't miss any future episodes. Thanks to Duel for sponsoring. To find out more, go to www.duel.tech. that's D U E L dot TE C H. And on behalf of the team here at Building Brand Advocacy, thanks for listening.