The Art of the Brand The New Rules of Branding: From Chanel to TikTok Live
Dec 12, 2025
The hosts explore the intriguing shift in luxury branding, spotlighting A$AP Rocky's surprising role as Chanel's ambassador. They unpack Kim Kardashian's successful live shopping strategy, emphasizing the blend of high production and urgency. The dynamics of parasocial relationships shape modern marketing, while bold campaigns like Diet Coke's 'fridge cigarette' challenge conventional norms. The discussion ventures into the controversial realm of eugenics-themed advertising, the complexities of celebrity brand launches, and the impact of AI on creative industries.
AI Snips
Chapters
Books
Transcript
Episode notes
Chanel Buying Cultural Relevance
- Chanel named A$AP Rocky to buy cultural relevance and tie his fashion influence to the house.
- The move signals legacy houses must adapt creative leads and ambassadors to stay relevant.
Live Shopping As A TV-Grade Funnel
- Kim Kardashian treated live shopping like a produced TV variety show to collapse the sales funnel.
- High-production live events create scarcity moments that convert instantly on-platform.
Invest In Production For Live Commerce
- Invest in production and world-building for live shopping instead of half-hearted setups.
- Treat live commerce like a show to stop the scroll and make single-moment sales.
