Feb 29 2024 36 mins
It’s no longer good enough to have a brand community. In 2024, brands need to strategize, engage, and monetize the legion of Advocates they’ve been building.
Industry leaders Katie Adams (Senior Marketing Director EMEA @ Abercrombie & Fitch) and Claudia Nappo (COO @ LK Bennett) join Paul & Verity for the last installment of Building Brand Advocacy LIVE – straight from the stage of the Social Commerce Summit: London.
They uncover how their brands have cultivated superfans and monetized brand engagement, delving deep into the transformative power of community-driven storytelling and compelling brand narratives.
From Abercrombie & Fitch's transformation story – of how they redefined brand narrative by embracing authentic storytelling, entrusting creators with control to resonate with their audiences on a deeper level – to LK Bennett’s tried-and-tested tactics for success, every fashion brand builder will learn something here.
Consider this episode the playbook for:
- Relinquishing Brand Control: To any brand, handing over the reins of your carefully curated aesthetic can be worrying. It’s a move often blocked by those in control of the company, also. You’ll hear how the big leagues do it, and do it successfully – seeing the payoff in community love and Advocacy.
- Cultivating Superfans: Explore the delicate balance of community cultivation and the art of harnessing superfans for your brand. Learn how these iconic brands strategically nurture relationships with dedicated Advocates, fostering genuine connections that transcend transactional engagements.
- Monetizing Community Engagement: Uncover the strategic transition from community building to monetization, where brands leverage their cultivated communities to drive meaningful engagement and foster brand loyalty. Gain insights into effective strategies for monetizing brand communities, while maintaining authenticity and trust.
- Navigating In-House Creators: Explore the challenges and opportunities associated with in-house creator programs, where brands strike a delicate balance between creative control and empowering creators to own their storytelling.
To learn the ins and outs of cultivating Brand Advocacy, reimagining traditional brand narratives, and acing Social Commerce for your community, tune in.
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