Calculated Risk: Chanel's Runway Strategy

This week on Art of the Brand, Camille and Phillip unpack why Lululemon’s stock is down 57%, what Dior’s logo change really signals for fashion, and how AI is reshaping (and limiting) creativity. From Chip Wilson’s brutal honesty to Trump’s micro-script mastery, they connect the dots between brands that win by taking risks and those that die trying to please everyone. Expect contrarian takes on luxury, AI, influencers, and why even OnlyFans creators understand brand psychology better than billion-dollar companies. Chapters
00:00 – Welcome to Art of the Brand
The most controversial, unfiltered branding podcast in the world.01:00 – Lululemon’s Collapse
Why founder Chip Wilson took out a full-page ad to call out his own company.04:00 – The Death of Innovation
How bureaucrats, bean counters, and “feel good” marketing destroyed a legacy brand.10:00 – What Founders Can Learn from Chip Wilson
The importance of risk, focus, and making products that actually mean something.16:00 – Rory Sutherland & The AI Problem
Why agencies replacing creatives with AI is a dangerous illusion.20:00 – AI vs. Human Creativity
Camille’s take on why AI can’t hook audiences—and how founders should actually use it.24:00 – The Hairdresser Lesson
What most entrepreneurs get wrong about content and why it’s not about you.30:00 – The Truth About Virality
Why follower counts don’t matter and how micro wins compound into massive results.38:00 – Dior’s Logo Change
Why luxury fashion is moving away from logos—and what it means for brand scarcity.45:00 – Chanel’s $4,000 Shirt & Calculated Risk
How controversy fuels earned media and why brands need more danger, not less.47:00 – CNN & Trump’s Branding Strategy
Camille breaks down her CNN interview and what Trump teaches us about attention.53:00 – The Power of Micro Scripts
How “Sleepy Joe” and “Crooked Hillary” prove simplicity wins in the attention economy.57:00 – OnlyFans & Reverse Psychology in Branding
What Bonnie Blue understands about awareness and why brands should study her.01:02:00 – The Death of Moral Branding
Why most marketers want to be right instead of successful—and how that kills growth.01:10:00 – Skims’ Viral Drops
Are hairy thongs genius marketing or lazy shock tactics?01:16:00 – Brand Coherence & The Porsche vs. Volvo Test
How to know if your brand actually stands for something.01:20:00 – Final Challenge: Don’t Be Boring
Why being safe is the fastest way to die in today’s market.