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.Dive 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.Chapters00:00 How Engagement Builds Real Community02:06 Brand Lessons from the School of Nike05:40 Designing Products Around the Consumer09:52 Customer Listening: Where The Insight Starts11:43 Making DTC Work12:12 Bridging Customer Service & Product Innovation17:13 What Modern Parents Really Want20:52 Why Awards Still Shape Consumer Trust22:32 Turning Advocacy into a Marketing Engine24:31 Driving Community Through Local Events27:01 The Impact of Personal Connection28:32 Building Your Personal Board of Directors30:13 How Strong Relationships Drive Loyalty32:37 Meeting Consumers Where They Scroll35:05 Localisation that Scales39:31 Double Down on Core Communities45:04 Sustainability as a Non-Negotiable Brand ValueRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Jeanelle:On Bugaboo's US Instagram On Bugaboo’s Website

Ver todos los episodios