Most brands are looking at the wrong data.

Worse still? You don’t know what to do with it.

This week, Verity sits down with Jazmin Griffith (Social Strategist, Content Creator, and Founder @ Social Listening Studio, queloque?). Jazmin pulls back the curtain on what real listening looks like today – and why it’s about far more than sentiment & mentions.

From decoding niche communities to spotting Reddit-born Super Bowl ideas, Jazmin reveals how brands can shift from ‘monitoring’ to meaningful intelligence. If you’ve ever asked, "what do we actually do with this data?", this chat delivers your answers, fast.

Listen to learn how to:

• Use The 5 Cs to Guide Listening: Jazmin’s framework covers Content, Culture, Community, Creators, and Channels; and shows how to unlock insights across all of them.

• Get Past Vanity Metrics: Surface-level engagement doesn’t tell the whole story. Hear how to uncover what’s really working.

• Spot What Creators Aren’t Saying: Jazmin explains how the most valuable signals are often hidden in broadcast channels, DMs, Substacks, and Slack groups.

• Build Listener-Led Briefs: Why reactive brands are losing, and what it takes to create culturally relevant, high-performing content today.

• Think Beyond the Grid: Why Threads, Reddit, and even Substack might be the whitespace you’re overlooking – and how to know if it’s time to pivot your channel strategy.

This one’s sharp, strategic, and packed with takeaways.If you’re in social or strategy, do not skip it.

Chapters

00:00 – You Think You're Listening. You're Not.

02:04 – The Reddit Insight That Sparked a Super Bowl Ad

07:46 – Why Most Social Teams Still Get This Wrong

12:35 – The 5 Cs That Should Shape Every Strategy

18:00 – What Creators Know That Brands Miss

22:00 – Listener-Led Briefs > Brand-First Briefs

27:56 – Culture Is Not Your Playground

30:02 – Community Isn’t Comments

36:17 – Where Your Brand Should Actually Show Up

41:00 – 3 Signals Smart Marketers Are Already Tracking

Rate & review Building Brand Advocacy:

Apple Podcasts

Spotify

Connect with Jazmin:

On LinkedIn | On Instagram | On TikTok

On queloque?’s Website

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What does a decade of building Brand Advocacy look like in practice?

Back in May, Paul sat down with Luke Klein (Senior Director of Marketing Strategy & Growth @ Aerie) to unpack one of fashion’s longest-running movements: #AerieREAL.

The campaign started in 2014 with a bold commitment: no more retouching. But it was more than a moment; it was a cultural stance. In the 10 years since, Aerie has evolved that stance into a living, breathing ‘brandformance’ strategy that continues to drive relevance & results.

Luke shares how Aerie stays intuitive to their customer (not just reactive), balances brand consistency with performance-first cultural agility, and designs a creator strategy that feels genuinely co-owned.

If you’re looking for smart ways to evolve a brand, this episode is yours.

You’ll learn:

• Why Brands Need a Mirror, Not a Magnet – Aerie doesn’t try to manufacture hype. They reflect real conversations their customers are already having; and that’s what earns trust.

• The Bow Tie vs The Funnel – A customer journey model that actually reflects how people buy and Advocate today.

• Why Brand Is Performance (& Vice Versa) – Luke shares why separating the two is outdated, and how Aerie uses one strategy to drive both impact and immediacy.

• How Culture-Driven Content Fuels Strategy – From “Coastal Grandma” to subculture playbooks, Luke breaks down how Aerie turns social listening into scalable strategy.

• Why Influencers Should Translate, Not Recite – Scripts are dead. Aerie’s creator strategy starts with values, then lets partners lead with their own voice.

• The Underrated Power of Store Associates – When you empower employees to show up authentically, they become some of your best Advocates.

Whether you’re brand-side, agency-side, or founder-led – if you’re serious about scaling with Advocacy, this is one way to do it.

Chapters:

00:00 – Why #AerieREAL Was Never Just a Campaign

02:50 – Evolving the Movement for Gen Z in 2025

08:45 – How Aerie Turns Listening Into Strategy

10:30 – From SEO to Trend Spotting: The Content Nucleus Model

13:00 – Subcultures, Micro-Trends & Translating the Brand

14:00 – Scripts Are Dead: Let Creators Lead With Values

21:00 – Why Brand and Performance Aren’t Separate Anymore

23:00 – The Bow Tie vs The Funnel (and What Actually Works)

26:00 – Segmenting Advocates Beyond Purchase Frequency

30:00 – Store Associates as Advocates: The Untapped Channel

34:00 – The Myth of Message Matching Across Touchpoints

36:30 – Letting the Customer Shape the Brand, Not Just Receive It

Rate & review Building Brand Advocacy:

🔗 Apple Podcasts

🔗 Spotify

Connect with Luke:

On Instagram

On LinkedIn

Not Hot Take: Marketing shouldn’t feel like a meeting.

It should move you.

This week, Verity sits down with Henry Hayes – Head of Marketing @ Passionfruit and the comedic content machine reshaping how brands build attention, internally & externally.

Whether you know Henry from his LinkedIn comedy bits or his unconventional marketing strategies at Passionfruit, this conversation peels back the layers on what today’s brand teams really need to nail.

Think funny’s overdone, or simply isn’t for you? Think again.

Press play to hear:

• Brand vs. Performance? That’s Old News: Henry shares why separating the two is a risk in 2025 and beyond – and what should be done differently.

• Behind the ‘Comedy Content Machine’: From Stan parodies to ‘The Bear for Marketers’, Henry breaks down how he ideates – and why truth always trumps polish.

• Why Passionfruit Doesn’t Spend on Ads: And what their founder said that changed everything.

• How to Unlock Employee Creators: Why leadership’s job is to get out of the way, and let their teams build personal brands that fuel business growth.

• D2C Brands, You’re Still Playing It Too Safe: Henry names names, shares what works, and dissects why brands still treat Instagram like a shop window.

This one’s part tactical teardown, part creative permission slip.

Listen in. Rethink the rulebook. And maybe… be funnier.

Chapters:

00:00 – From Creator to Head of Marketing

05:10 – Building Advocacy Internally

10:20 – Marketing at the Speed of Culture

14:40 – Why Passionfruit Doesn’t Spend on Ads

20:15 – D2C Brands Are Still Playing It Safe

25:55 – Let Employees Create (Then Get Out of the Way)

31:25 – Comedy Is a Marketing Tactic

42:35 – You Are Not the Customer

Rate & review Building Brand Advocacy:

Apple Podcasts

Spotify

Connect with Henry:

On LinkedIn

On Instagram

On TikTok

Via Passionfruit’s LinkedIn