The Art of the Brand

This week on Art of the Brand, Camille and Phillip break down the most interesting brand moments of the week—from Burberry’s stunning return to form to Skims’ controversial viral drops. They unpack why Kim Kardashian’s strategy works (but might backfire), how Burberry’s content pillars are a masterclass in heritage branding, and why Gap and Montcler are winning by making ads that don’t feel like ads.They also dive into Hailey Bieber’s post-acquisition slump, MrBeast’s $100M lawsuit, and Justin Bieber’s streaming warehouse experiment. From baseball sponsorship fails to the psychology of taking creative risks, this episode is a reminder that in 2025, playing it safe is the most dangerous move a brand can make.⏱️ Chapters00:00 – The Louvre Heist Ad: Risk vs. Reward.04:45 – The 15-Minute Window of Fame08:00 – Founder Fear & The Paralysis of Perfection10:30 – Authenticity Beats Polish13:00 – Martha Stewart, Disagreeability & The Myth of Likability15:00 – The Dark Side of Excellence17:00 – Finding Your Edge22:00 – Skims’ Viral Formula26:00 – The Power (and Cost) of Shock Marketing.29:00 – Relevance vs. Resonance.33:00 – Burberry’s Comeback35:00 – Heritage, Politeness & Storytelling How Burberry rebuilt desire by owning its British identity unapologetically.38:00 – Content Pillars Done Right40:00 – The Ads That Don’t Feel Like Ads.44:00 – Risk, Relatability & the End of Safe Marketing46:00 – The Movement Agency How fashion’s runway coaches are now teaching founders to look natural on camera.48:00 – The New Standard: Video Mastery53:00 – Ego vs. Effectiveness.57:00 – The Road to Rhode’s Decline01:02:00 – MrBeast’s $100 Million Mistake01:08:00 – The Rise of Equity-Based Influencer Deals01:12:00 – Justin Bieber’s Streaming Warehouse01:18:00 – Baseball, Branding & The Hidden Opportunity01:31:00 – TD’s Branding Fail on the Blue Jays Jersey01:36:00 – The Best & Worst Baseball Logos01:42:00 – When Virtue Signaling Destroys Loyalty01:47:00 – Shohei Ohtani & The Power of Global Branding01:50:00 – Final Thoughts

This week on Art of the Brand, Camille and Phillip unpack one of the most dynamic episodes yet. From Victoria’s Secret’s unapologetic return to form to The Ordinary’s “anti-industry” campaign (that’s actually owned by Estée Lauder), they explore the tension between authenticity and performance in modern branding. They also debate Tiffany’s $1,500 paperclip, the rise of “anti-brand” beauty culture, why Amex is the world’s best branding lesson, and how founders can stop obsessing over followers and start building brands that actually grow.Expect strong opinions, data-backed strategy, and a reminder that average isn’t aspirational.

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. Chapters00:00 – Welcome to Art of the BrandThe most controversial, unfiltered branding podcast in the world.01:00 – Lululemon’s CollapseWhy founder Chip Wilson took out a full-page ad to call out his own company.04:00 – The Death of InnovationHow bureaucrats, bean counters, and “feel good” marketing destroyed a legacy brand.10:00 – What Founders Can Learn from Chip WilsonThe importance of risk, focus, and making products that actually mean something.16:00 – Rory Sutherland & The AI ProblemWhy agencies replacing creatives with AI is a dangerous illusion.20:00 – AI vs. Human CreativityCamille’s take on why AI can’t hook audiences—and how founders should actually use it.24:00 – The Hairdresser LessonWhat most entrepreneurs get wrong about content and why it’s not about you.30:00 – The Truth About ViralityWhy follower counts don’t matter and how micro wins compound into massive results.38:00 – Dior’s Logo ChangeWhy luxury fashion is moving away from logos—and what it means for brand scarcity.45:00 – Chanel’s $4,000 Shirt & Calculated RiskHow controversy fuels earned media and why brands need more danger, not less.47:00 – CNN & Trump’s Branding StrategyCamille breaks down her CNN interview and what Trump teaches us about attention.53:00 – The Power of Micro ScriptsHow “Sleepy Joe” and “Crooked Hillary” prove simplicity wins in the attention economy.57:00 – OnlyFans & Reverse Psychology in BrandingWhat Bonnie Blue understands about awareness and why brands should study her.01:02:00 – The Death of Moral BrandingWhy most marketers want to be right instead of successful—and how that kills growth.01:10:00 – Skims’ Viral DropsAre hairy thongs genius marketing or lazy shock tactics?01:16:00 – Brand Coherence & The Porsche vs. Volvo TestHow to know if your brand actually stands for something.01:20:00 – Final Challenge: Don’t Be BoringWhy being safe is the fastest way to die in today’s market.

This week on Art of the Brand, Camille and Phillip unpack the biggest shifts shaping media, luxury, and marketing today. From losing a 4-year TikTok account overnight to Cartier’s first Love Bracelet redesign in 56 years, they explore what happens when platforms, products, and people lose their edge. They break down Kris Jenner’s $500K facelift as a masterclass in exclusivity, Jimmy Fallon’s failed branding show, ChatGPT’s surprisingly human ad, and Prada’s acquisition of Versace, revealing how consolidation is killing consumer choice.Expect sharp insights on attention, algorithm risk, and why true brand power still comes from taste and trust.

This week on Art of the Brand, Camille and Phillip return from Italy with fresh insights on what timeless brands get right—and why giants like Apple are getting it wrong. From the Grand Tremezzo’s orange towels and “stealable” swag to Gucci’s cinematic risk-taking, they reveal how details, boldness, and taste separate icons from irrelevance. They also unpack Apple’s influencer gifting strategy, the rise of in-house affiliate networks from Sephora and Vogue, and the “paperclip game” as a metaphor for smart scaling. Expect contrarian takes, case studies, and practical lessons every founder can apply.

This week on Art of the Brand, Camille and Phillip take aim at the giants: Nike’s “Why Do It” campaign, Target’s mushy middle, department stores stuck in the past, and Vogue’s gamble on quality over quantity. They unpack how these once-iconic names lost their edge, what guerrilla strategy small businesses should learn instead, and why beauty’s obsession with Instagram Face and facelifts proves that status always seeks scarcity. Expect strong opinions, brand autopsies, and practical lessons for founders who don’t want to repeat the same mistakes.

This week on Art of the Brand, Camille and Phillip break down the smartest and dumbest moves in beauty and wellness right now. Summer Fridays turned lip balm into a gateway product and took the #1 spot in beauty. Alo Yoga, meanwhile, is trying to sell a $3,000 handbag that could expose them to ridicule. They also dive into tariffs reshaping the market, why most founders misuse influencers, and the hard truth about scaling: marketing is warfare, and without strategy, you’ll lose. Expect contrarian takes, sharp analysis, and lessons you can apply to your own brand today.

This week on Art of the Brand, Camille and Phillip unpack why luxury brands like Louis Vuitton are chasing beauty counters, why Abercrombie’s NFL deal signals a comeback, and what most founders get wrong about storytelling. From $265 eyeshadow palettes to the fastest-growing category in men’s fashion, they break down the strategies driving today’s biggest brand moves—and what lessons entrepreneurs should (and shouldn’t) take from them. Expect strong opinions, contrarian takes, and practical insights you can apply to your own business right now.

In this episode of Art of the Brand, Camille and Phillip unpack the branding disaster unfolding inside the WNBA. Instead of embracing Caitlin Clark—the player driving ticket sales, TV ratings, and cultural conversation—the league and even her peers are tearing her down.This isn’t just bad optics. It’s bad business.We explore:- Why the WNBA is ignoring its Michael Jordan moment- How race, politics, and “wokeness” are infecting the product- The $40 million loss the league hides behind NBA subsidies- Why fans don’t pay for equality—they pay for entertainment- What every founder can learn about protecting their brand from “stupid thinking”

In this episode of Art of the Brand, Camille and Phillip tear apart the myths holding founders back from growing in saturated markets. From ELF’s controversial Matt Rife campaign to Soho House’s collapse after going public, to Peloton’s slow fade into irrelevance, we reveal why comfort is the death of branding—and why controversy, risk, and bold creativity are the only things that scale.We also dive into:The truth behind virality and why safe content never worksWhat founders can learn from Soho House, Peloton, and ELFWhy Reddit and Substack are becoming the new power platformsThe David Protein bar case study: how $55 cod turned into a $100M playbookWhy your founder story matters—but not the way you thinkThis episode is jam-packed with insights on how to build your brand in 2025. If you’re a founder, marketer, or creator tired of watered-down advice, this episode is for you.