Every brand wants to build brand love. If you’re not actively working on it, you’re actively falling behind the competition.

Do you know the one thing it takes to get there?

Building a Brand Universe first.

By giving your community something to fall for, you build a world your customers, creators & Brand Advocates can find meaning and love in.

That’s why, this week, Verity’s welcoming Sekai Masunda (Senior Brand & Content Marketing Manager | ex-Jigsaw, ex-lululemon, ex-Pangaia) to the podcast.

From a marketing career affirmed when lululemon slid into her DMs, Sekai has fast become an industry go-to for all things content, brand & Advocacy. While she never intended to go into brand building, brand building found her; and the rest is history.

Now, she’s sharing her tried-and-tested tactics for turning your customers into Advocates via Brand Universes and tapping into taste communities (a term coined by our past guest, Ana Andjelic). From Sekia’s exact formula for good content to her take on why brands must stop taking themselves too seriously, there’s disruptive wisdom afoot.

Tune in to hear Sekai’s expert advice on…

• Making Money While Making Room for Brand: To drive impactful Brand Advocacy while helping the bottom line, bridging the gap between community feedback and C-Suite decisions is crucial. It’s not just listening to what your community says; it’s seamlessly translating those insights into strategic actions. Sekai knows how.

• Actually Knowing Your Advocates: REFY set a new standard, with community events that put their customers in the spotlight. Lululemon’s affinity for community led the charge and, while at Jigsaw, all VIP events hosted through Sekai were also customer-only. While influencers still play a role in brand strategy, your customers are now your most powerful Advocates. Each customer and every store has unique needs. It’s time to get on the ground, understand those differences, and deliver what your customers truly want — not what you assume they want.

• The Key to Disruptive 360° Campaigns: Dive into the data behind Jigsaw’s ‘New Age Denim’ campaign. This campaign was all about authenticity — featuring real bodies and real store managers, wearing their favorite denim as uniform. With a focus on understanding the customer journey, Sekai asked; when do people actually buy denim, and how can we address their fit concerns? From there, her team built category awareness step-by-step. Now, she’s sharing the playbook.

  
  

Listen. Learn. Build better brand love.

Rate & review Building Brand Advocacy:

• Apple Podcasts

• Spotify

Connect with Sekai:

• On LinkedIn