Most brands are still using a 20th‑century playbook for a social‑first world and it’s damaging their marketing.

In this episode, we’re joined by Sean Cook, ex Global Senior Social Media Manager at Deliveroo, to unpack why the current “brand architecture” model is completely outdated for how social actually works today. Sean shares what he learned leading an in‑house social team at scale, where the system is failing brands, and what a modern brand architect needs to look like in 2026 and beyond.

We dig into how social fits inside the wider business, why brand books don’t translate to TikTok, Instagram or LinkedIn, and the structural changes leaders need to make if they want social to be more than just a content factory.

In this episode, we cover:

• Current state of the digital marketing infrastructure

• Introduction of brand and content architects

• The role of CMO’s to enable best performance

• Duty of care towards social media teams

• The balance between strategy & experiementaiton

• Why culture is key to fostering success on social media

If you’re internal infrastructure is exhausting, overwhelming and no longer working. This episode is for you.

CHAPTERS

00:00 Introduction

01:07 The Role and Challenges of Social Media Teams

03:40 Building Effective Social Media Strategies

05:23 The Importance of Knowing Your Audience

13:30 Wellbeing and Duty of Care in Social Media

18:41 The Evolution of Social Media Teams

24:36 The Need for a Brand and Content Architect

31:12 The Role of Culture in Social Media

35:28 Empowering Social Media Teams

37:27 The Future of Social Media Strategy

🔔 New episodes every Wednesday — subscribe so you never miss a launch.

CONNECT WITH SEAN

LinkedIn: https://www.linkedin.com/in/sean-cook-333b52a3/

FOLLOW US

Verity: www.linkedin.com/in/verityhurd/

Subscribe: www.youtube.com/@buildingbrandadvocacy

Instagram: www.instagram.com/building_brand_advocacy

TikTok: www.tiktok.com/@building.brand.advocacy

Daisy Kelly made 6 figures in just 12 hours on TikTok shop without spending a penny on ads. In this episode, Daisy Kelly, the founder of Glow For It reveals why the era of traditional influencer marketing is dead and how to build a cult following that buys every product you launch.

If you're trying to build a brand on TikTok in 2026, the old playbook doesn't work. We sit down with Daisy to discuss the huge shift toward "Founder-Led" marketing and why your customers are your best advocates. We break down the exact strategy Glow For It used to turn followers into super fans and why you need to stop hiding behind your logo if you want to scale your DTC business.

In this episode, we cover:

• The Power of TikTok for Business

• Inside a Six-Figure Live

• Effective DTC marketing strategies

• Founder led marketing

• Building real community in 2026

If you’re looking to level up your TikTok strategy this year, this episode is for you!

CHAPTERS

00:00 Introduction and TikTok's Impact

00:55 Building a Brand from Scratch

01:46 Black Friday Preparations

04:11 The Power of TikTok for Business

08:28 Inside a Six-Figure Live

13:50 Marketing Strategies and Team Dynamics

18:01 Reflections and Lessons Learned

19:07 Navigating Business Advice and Trusting Your Gut

20:19 The Role of the Founder in Brand Building

22:03 The Impact of Live Presenters on Sales

25:31 Adapting to Potential Changes in Social Media Platforms

28:37 Engaging with Customers Through Community Events

37:33 Future Plans and Inspirations

🔔 New episodes every Wednesday — subscribe so you never miss a launch.

CONNECT WITH GLOW FOR IT

Glow For It TikTok: https://www.tiktok.com/@glowforitshop?lang=en-GB

Glow For It Instagram: https://www.instagram.com/glowforitshop/

FOLLOW US

Verity: www.linkedin.com/in/verityhurd/

Subscribe: www.youtube.com/@buildingbrandadvocacy

Instagram: www.instagram.com/building_brand_advocacy

TikTok: www.tiktok.com/@building.brand.advocacy

Is Influencer Marketing officially dead in 2026? The era of paying for posts and chasing reach is breaking down. Influence hasn’t disappeared, but it has shifted, out of platforms and into people. In this episode, we unpack why the traditional digital marketing playbook is no longer fit for purpose, and how leading brands are reorganising around Brand Advocacy activating customers, creators, and communities as a measurable growth engine, not a one-off tactic.

We discuss the huge shift from "buying attention" to "earning trust" and reveal the exact team roles you need to hire (and fire) to succeed in this new landscape. If you are a CMO or marketing leader still relying on 2024 tactics, you might be wasting your budget.

In this episode, we cover:

• The "Death" of traditional influencer marketing

• The current state of brand advocacy in 2026

• Why your digital marketing team structure is failing you

• How to pivot from paid reach to community led growth

• Actionable steps to turn customers into your best marketers

Listen to the full conversation to future-proof your brand strategy.

CHAPTERS

00:00 Introduction to Brand Advocacy in 2026

00:46 Reflecting on 2025: The Rise of Advocacy

02:35 The Decline of Influencer Marketing

05:01 The Future of Marketing Teams

07:27 The Importance of Community Building

09:58 The Shift in Social Commerce

13:09 Unlearning Old Marketing Strategies

17:10 Effective Brand Advocacy Approaches

20:35 The Difference Between Paid Influencers and Earned Advocates

21:09 Top of Funnel vs. Bottom of Funnel Advocacy

22:04 The Importance of Culture and Commercial Creators

23:10 Brands Underutilizing Their Advocates

23:45 Understanding and Activating Advocates

26:22 Channel Strategies and Creator Engagement

29:12 The Role of CMOs in Advocacy

36:19 Building a System for Compounding Growth

🔔 New episodes every Wednesday — subscribe so you never miss a launch.

CONNECT WITH PAUL & VERITY

Paul: www.linkedin.com/in/paulkarcher/

Verity: www.linkedin.com/in/verityhurd/

FOLLOW US

Subscribe: www.youtube.com/@buildingbrandadvocacy

Instagram: www.instagram.com/building_brand_advocacy

TikTok: www.tiktok.com/@building.brand.advocacy