Why do polished brands stall, while real ones build Advocacy?

Because today’s consumers don’t want perfection. They want proof.

This week, Erica Cocilova (Chief Executive Officer @ Ethique Beauty) joins Verity in New York to unpack why substance, imperfection, and product obsession are the future of brand building. From rebrands & B Corp audits to salon takeovers that win over skeptics, Erica’s approach proves brand trust isn’t bought – it’s built.

Solid product, transparent leadership, and customer service that actually puts you in contact with the CEO? They’re the building blocks to scaling with integrity.

Rethink what brand love looks like, as you learn…

• How To Build Advocacy Through Service, Beyond Storytelling: Every customer DM, email, and piece of outreach gets a reply; and it’s personal. Real care builds real loyalty. It’s about accountability, not automation, when you build Advocacy this way.

• Ways To Turn IRL Conversations Into Scalable Content: From salon takeovers to consumer-led debates on hair washing habits, Erica shares how small, real-world moments are fuelling content that converts – and creating better educated, enthusiastic Advocates in the process.

• How To Audit Your Brand’s True Impact: Erica’s first move at Ethique was to strip back 20+ sustainability claims and anchor the brand to one: eliminating plastic. Learn how to run an impact audit that narrows focus, sharpens storytelling, and guides strategy.

• Advice For Taking Bold, Human Decisions In Public: Erica and her team didn’t hide behind the rebrand, they fronted it. Blogs, open Slack huddles; even customer support tickets answered by the CFO. Transparency isn’t a ‘for the sake of it’ tactic for Ethique, but is part of the team’s culture.

• Why Bridging Purpose & Product Should Be Seamless: Ethique’s haircare bars aren’t sustainable in spite of their format – they’re better because of it. Function & mission shouldn’t compete. They should compound.

This is what it sounds like when a brand listens, adapts, and leads without losing its soul.

Chapters

00:00 Turning Skeptics into Believers

03:30 Branding at the Crossroads of Sustainability & Efficacy

08:40 What It Takes to Become a B Corp

12:34 Staying Real with Brand Purpose

14:36 Building a Community That Advocates

18:42 Starting Real Conversations with Consumers

20:41 Why Inclusive Events Build Stronger Communities

23:39 Authentic Engagement Starts with Listening

24:36 How Brand Advocates Are Made

25:56 Why First Impressions Still Matter

27:12 Shifting the Consumer Mindset

28:34 What Legacy Brands Got Right

29:45 Direct-to-Consumer: What the Data Shows

32:52 Moving Past Fear to Innovate

36:14 Building Culture Through Transparency

37:26 Rebranding to Be Understood

39:36 Helping Consumers Choose Simply

41:53 Why Scalp Care Deserves the Spotlight

42:22 Getting the Brand Message Right

43:47 Advocacy Is Built on Connection

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Connect with Erica:

Via her team @ Ethique

Via Ethique’s Instagram