What happens when you build brand love from the ground up – and actually mean it?

You get an approach that’s part Nike discipline, part Bugaboo heart, and it works.

Dives into the tactical how of scaling a brand through hyper-local community building, influencer relationships that last years, and turning your customer service team into your brand’s secret weapon.

Paul sits down with Jeanelle Teves (Chief Commercial Officer @ Bugaboo | ex-Nike) to unpack the brand’s standout growth in North America, hearing exactly how they’re rewriting the rulebook for consumer-first marketing.

Jeanelle’s expertise in blending brand heritage, innovation & Advocacy offers a masterclass in what today’s fashion, beauty & lifestyle brands should be laser-focused on.

Turn this one up to learn how to...

• Niche Down to Scale Up: Bugaboo’s local-first strategy is a sharp reminder that deeper beats wider. Jeanelle shares how focusing on key territories and growing real-world communities supercharges digital brand perception, and why brands spreading themselves too thin risk irrelevance.

• Build Advocacy That Outlasts Campaigns: From long-term creator relationships to micro-level community events, Jeanelle lays out why the future is loyalty over reach; and how Bugaboo turns everyday parents into lifelong Brand Advocates.

• Mine Your Service Team for Gold: Forget surface-level insights. Bugaboo’s customer service team solves more than problems – they’re shaping product development, content strategy, and sales. Jeanelle explains how integrating service into marketing unlocks growth most brands miss.

• Let Creators Lead, Their Way: Authenticity is more than a buzzword. Jeanelle breaks down Bugaboo’s philosophy of letting creators share stories their way – without rigid scripts – and how that trust translates into Advocacy that’s credible and contagious.

This is a rare look at what it really takes to build brand equity in a crowded market – straight from a leader who’s done it at the top.

Listen. Note-take. Implement.

Chapters

00:00 How Engagement Builds Real Community

02:06 Brand Lessons from the School of Nike

05:40 Designing Products Around the Consumer

09:52 Customer Listening: Where The Insight Starts

11:43 Making DTC Work

12:12 Bridging Customer Service & Product Innovation

17:13 What Modern Parents Really Want

20:52 Why Awards Still Shape Consumer Trust

22:32 Turning Advocacy into a Marketing Engine

24:31 Driving Community Through Local Events

27:01 The Impact of Personal Connection

28:32 Building Your Personal Board of Directors

30:13 How Strong Relationships Drive Loyalty

32:37 Meeting Consumers Where They Scroll

35:05 Localisation that Scales

39:31 Double Down on Core Communities

45:04 Sustainability as a Non-Negotiable Brand Value

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Connect with Jeanelle:

On Bugaboo's US Instagram

On Bugaboo’s Website

Disruption isn’t a claim. It’s a commitment.

This week, Verity sits down with Leah Uka (Chief Brand Officer @ Jewells) who shares how to build a brand that actually does things differently. From Combat Medic to Founder to global Brand Leader, Leah’s path defies the expected – and so does her approach to brand-building.

Jewells is set to reframe the jewelry space by making every product personal, every store unforgettable, and every customer a potential Advocate. Leah’s insights are razor-sharp; cutting through the noise around content, community, and scale to deliver real lessons for fashion, beauty & retail marketers.

Dive in. Unpack how to:

• Find Your First 10 Advocates & Grow from There: Leah explains why early believers are the backbone of any successful brand, and how to identify and nurture them from day one.

• Create Products That Do More Than Look Good: Jewells’ Memory Stacks are designed to layer meaning and memory – not just metal. A product strategy built on emotion, beyond aesthetics.

• Build an Omnichannel Experience That’s Worth Talking About: From scent to sound, Jewells’ in-store experience extends online – seamlessly. It’s about making every customer touchpoint memorable and Advocacy-ready.

• Scale at Speed, Without Cutting Corners: The myth of "selling out in five minutes"? Leah calls it bad planning. She’s lifting the lid on "community events” that don’t translate to revenue, too. This is how to build systems that support real, sustainable growth.

If you’re tired of copycat tactics and looking for original thinking, this conversation’s for you.

Listen in. Rethink what disruption should look like, when it’s done right.

Chapters

00:00 The Real Power of Brand Advocacy

02:10 Retail Disruption: What’s Changing Fast

08:07 A Career Path Like No Other

12:03 How to Build Trust in Emerging Categories

18:15 Engaging Advocates Who Drive Growth

20:05 Crafting a Consistent Global Brand

21:43 Delivering a True Omni-Channel Experience

23:39 How to Scale & Scale Fast

24:23 Making Customer Experience Seamless

25:51 Why Team Engagement Is Non-Negotiable

29:26 When Employee Advocacy Pays Off

30:32 The Must-Know Steps for Global Scaling

32:53 The Brands Breaking New Ground

34:11 Authenticity vs. Content Overload: Striking the Balance

40:40 What’s Fueling Excitement for New Launches

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Connect with Leah:

On Instagram

On LinkedIn

Affiliate links? No thanks.

Pop-ups over panels? Think again.

A content creator using AI to replace herself? Now we’re listening.

Season 2 of Building Brand Advocacy is officially in-swing.

This week, Verity’s in New York with Gigi Robinson – a Creator Expert, Social Specialist, Founder, Chronic Illness Advocate, and trusted partner to brands like Liquid IV, obé Fitness, and Stanford University (yes, really).

If you want a real-time pulse check on how creators are thinking (and how your brand should be collaborating) you won’t find a realer guide than Gigi.

The partnerships that worked in 2017? They don’t land in 2025. The best creators now expect co-creation, cross-platform collaboration, and a seat at the strategy table.

It’s time to ditch the playbook, and build something better.

Turn this episode on & up to learn how to…

• Bin the Conversion-at-All-Costs Model: Gigi breaks down why affiliate deals often miss the mark, and how misaligned incentives turn creators into unpaid salespeople. Instead: hybrid models, consent-first structures, and a focus on value over volume.

• Build with Creators, Not Just Through Them: The smartest brands are already collaborating before content hits the feed. When creators understand the “why,” they deliver work that moves people – not just products.

• Rethink the Role of Real-Life: Pop-ups get attention. Panels and curated dinners create Advocates. Learn why deeper, more intentional offline moments are the real unlock for connection.

• Use AI the Way Creators Actually Are: From replacing assistants to scaling content across five platforms from one idea, creators are using AI now. Marketers who embrace this shift can brief better, expect more, and move faster.

• Understand the Creator Lifecycle: Micro, macro, mega – it’s not a straight line anymore. Learn what marketers are missing when creators ‘grow out’ of their lane, and how to evolve with them instead of cycling them out.

This isn’t about more than content. It’s about connection.

This conversation will challenge you, while giving you the steps to start again, smarter.

Listen. Rethink. Build better partnerships.

Chapters

00:00 – Finding What Authenticity Really Looks Like

07:05 – The Creator Economy Has Only Just Begun

13:04 – Why Affiliate Models Are Missing the Mark

18:56 – How Brand-Creator Relationships Are Evolving

25:10 – AI, Live Shopping & the Future of Content

32:06 – What Brands Still Get Wrong About Advocacy

Rate & review Building Brand Advocacy:

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Connect with Gigi:

On LinkedIn

On Instagram

On TikTok

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

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Connect with Paul & Verity:

On Paul’s LinkedIn

On Verity’s LinkedIn

Why do polished brands stall, while real ones build Advocacy?

Because today’s consumers don’t want perfection. They want proof.

This week, Erica Cocilova (Chief Executive Officer @ Ethique Beauty) joins Verity in New York to unpack why substance, imperfection, and product obsession are the future of brand building. From rebrands & B Corp audits to salon takeovers that win over skeptics, Erica’s approach proves brand trust isn’t bought – it’s built.

Solid product, transparent leadership, and customer service that actually puts you in contact with the CEO? They’re the building blocks to scaling with integrity.

Rethink what brand love looks like, as you learn…

• How To Build Advocacy Through Service, Beyond Storytelling: Every customer DM, email, and piece of outreach gets a reply; and it’s personal. Real care builds real loyalty. It’s about accountability, not automation, when you build Advocacy this way.

• Ways To Turn IRL Conversations Into Scalable Content: From salon takeovers to consumer-led debates on hair washing habits, Erica shares how small, real-world moments are fuelling content that converts – and creating better educated, enthusiastic Advocates in the process.

• How To Audit Your Brand’s True Impact: Erica’s first move at Ethique was to strip back 20+ sustainability claims and anchor the brand to one: eliminating plastic. Learn how to run an impact audit that narrows focus, sharpens storytelling, and guides strategy.

• Advice For Taking Bold, Human Decisions In Public: Erica and her team didn’t hide behind the rebrand, they fronted it. Blogs, open Slack huddles; even customer support tickets answered by the CFO. Transparency isn’t a ‘for the sake of it’ tactic for Ethique, but is part of the team’s culture.

• Why Bridging Purpose & Product Should Be Seamless: Ethique’s haircare bars aren’t sustainable in spite of their format – they’re better because of it. Function & mission shouldn’t compete. They should compound.

This is what it sounds like when a brand listens, adapts, and leads without losing its soul.

Chapters

00:00 Turning Skeptics into Believers

03:30 Branding at the Crossroads of Sustainability & Efficacy

08:40 What It Takes to Become a B Corp

12:34 Staying Real with Brand Purpose

14:36 Building a Community That Advocates

18:42 Starting Real Conversations with Consumers

20:41 Why Inclusive Events Build Stronger Communities

23:39 Authentic Engagement Starts with Listening

24:36 How Brand Advocates Are Made

25:56 Why First Impressions Still Matter

27:12 Shifting the Consumer Mindset

28:34 What Legacy Brands Got Right

29:45 Direct-to-Consumer: What the Data Shows

32:52 Moving Past Fear to Innovate

36:14 Building Culture Through Transparency

37:26 Rebranding to Be Understood

39:36 Helping Consumers Choose Simply

41:53 Why Scalp Care Deserves the Spotlight

42:22 Getting the Brand Message Right

43:47 Advocacy Is Built on Connection

Rate & review Building Brand Advocacy:

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Connect with Erica:

Via her team @ Ethique

Via Ethique’s Instagram

How do some brands thrive on social while others struggle to make an impact?

The best know they’re not just competing with other brands – they’re competing with viral creators, meme accounts, and even second-screens.

So, here’s your tactical framework for standing out in the never-ending scroll.

This week, Miranda Shanahan (Brand Consultant & Content Creator on @mirandadoesbrands) joins Verity to break down how brands can win attention, keep it, and convert it into lasting impact. With a career spent dissecting what makes content perform (and what makes it flop), Miranda offers tried & tested advice for short-form success.

By now, it’s clear – brands need to think like creators. The ones that do are building entertainment-first content worlds, owning trends instead of chasing them, and turning social engagement into real business results.

Turn this episode on and up to learn how to…

• Ditch The ‘Viral’ Mentality & Build A Repeatable Content Engine: Going viral is not a strategy. Miranda explains why the brands that win are the ones who nail scalable, signature content formats – and why 90% of your content should be proven, with 10% for experimentation.

• Stop Competing With Other Brands & Hold Your Own Against Creators: You’re up against influencers, memes, and multi-screen distractions (like YouTube or Netflix). Brands that only benchmark against competitors are already behind. Instead, Miranda shares how to create content that holds attention in a TikTok-first world.

• Why Short-Form Must Deliver One or Both of These: Entertainment + Value = the key to short-form. Miranda breaks down the forumla to creating memorable, shareable content – and why the biggest mistake brands make is overcomplicating it.

• Nail Your Hooks & Micro-Engagements: Most brands can get the first three seconds of content right, but lose attention soon after. Learn why the most effective short-form content is structured around multiple hooks – visual, verbal, and text – layered throughout to keep people engaged until the last second.

• See Why The Future Is Social TV: From LuvJus’ dating show to Mela’s creator-led mini-series, brands are acting like content studios. The best part? You don’t need Netflix-level budgets to do it; only Miranda’s advice & some dedication.

Listen, learn, and start creating content people will actually want to watch.

Rate & review Building Brand Advocacy:

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Connect with Miranda:

On TikTok

On LinkedIn

Chapters

00:00 – Why branding with personality is the only way to stand out

01:45 – Brand Advocacy 101: What the best get right

02:47 – Short-form content is the battleground for attention

06:56 – Legacy brands vs. disruptors: Who’s winning and why it matters

08:44 – The viral illusion: What actually drives brand growth

12:01 – Not every trend is worth your time, here’s how to decide

14:30 – How to craft scroll-stopping content that actually engages

18:08 – Founder-led content isn’t enough anymore

20:58 – Storytelling that sells: The balance of entertainment & value

24:02 – Going niche to go big: Why the smallest audiences build the biggest brands

26:01 – The social TV era: Why more brands are becoming broadcasters

27:59 – Creators and brands are uniting in new ways: Here’s how to do it right

30:58 – Frameworks that actually work (and scale) for brand content

35:00 – Most brands ignore these hidden growth tracks

Most brands see influencer content as single posts, even when they’re part of long-term partnerships.

The best brands see these posts as the start of entire campaigns.

Creators are more than marketing channels – they’re shaping culture, setting trends, and even launching products that outperform legacy brands.

This week, Paul welcomes Keith Bendes (Forbes Contributor, Creator Expert & VP of Strategy @ Linqia) to the podcast. Having spent years advising global brands, Keith knows the most impactful ratio of brand-to-creator content, why “unsexy” industries actually need creators the most, and how smart brands are using a mix of CGC (Customer-Generated Content) & paid media to scale trust at speed.

You’ll learn how to:

• Go From One Post to Full-Funnel Impact: The strongest brands don’t solely run influencer campaigns – they integrate content from each one into every marketing touchpoint. The same creator content that wins on TikTok should be repurposed across paid, CTV, and even OOH.

• Partner with Influencers Before They Compete with You: Creators are selling products, yes. They’re also launching their own. Nestlé’s Unwell Hydration with Alex Cooper proves how brands can get in on the action: collaborate now, or risk competing later.

• Know the Difference Between CGC, UGC & Influencers: “The people with the following are the ones who build the culture”, Keith says. While CGC (Creator-Generated Content) & UGC (User-Generated Content) fuel performance, influencers set the tone. Expect tactical advice for using all three.

• The Future of Social Commerce & TikTok Shop: Affiliate strategies work, but don’t mix them with influencer campaigns. If you want creators to build brand equity, don’t turn them into salespeople.

• What Brands Keep Getting Wrong: You can’t buy your way into relevance. The brands that win are the ones creating something people want to be part of.

Rethink how you’re working with creator content, before you fall behind.

Chapters

00:00 – Building Brand Culture for Advocacy

02:03 – How Influencer Marketing Has Evolved

04:07 – Winning Strategies for Brand Engagement

06:14 – Earning Trust in “Unsexy” Industries

09:06 – The Trust Factor in Content Creation

13:41 – Where Paid Media Meets Influencer Strategy

15:53 – Why Influencer Marketing Matters More Than Ever

17:21 – Leveraging User-Generated Content for Growth

20:06 – What’s Next for Content Creation?

23:05 – How Brands and Creators Build Together

31:54 – The Changing Advice for Marketing Campaigns

39:10 – The Future of Short-Form Video

42:35 – Mastering Affiliate Marketing for Growth

46:09 – Balancing Brand Equity with Sales Targets

51:06 – Community, Culture & the Future of Brand Advocacy

Rate & review Building Brand Advocacy:

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Connect with Keith:

On LinkedIn

Via Linqia’s Website

Hear more from Keith on his podcast, Creator Economy Live!