Here’s How You Actually Foster Community, Like Free Soul & Tropic Skincare

Episode notes

Harsh truth: everything you know about community is outdated. Let’s get to the heart of a word marketers love to throw around, but rarely define. This week, join us LIVE from the stage of the Brand Advocacy Summit: London - kicking off a four-part mini series from the day with a heavy hitter. Verity sits down with Lucy Murray (Brand Director @ Free Soul), Emily Mitchell (Marketing Director @ Tropic Skincare), and Paul Hickey (Group Director @ SAMY Alliance), to unpack what brand love actually looks like in 2025. Together, they cover: The 3 Truths Behind Community: From off-the-grid connections to consumer-run spaces, find out what today’s best brands know. Real Talk on Events, Activations & Intimacy: Smaller, meaningful events trump 400-person spectacles. You know this, so hear the real best practice for acting on it. When the time comes, scale doesn’t have to mean soulless, either. What Listening Actually Looks Like: Learn how Tropic’s 20k-strong ambassador base & Free Soul’s biggest Advocates guide product and marketing decisions - no red tape needed.

• Cannes Lions CMO on Community, Advocacy & What Actually Moves Revenue63 / 100
• Is The Creator Economy Broken? ft. Manuel Albuquerque63 / 100
• How Grace Andrews Builds A Content Strategy In 5 Steps64 / 100
• Building TRIP: How a Challenger Brand Conquered the Wellness Drinks Market 65 / 100
• Is your brand engineered for advocacy? | The Advocacy Maturity Model63 / 100