The Art of the Brand

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.

Feeling stuck? The conversation dives into the psyche of creators grappling with perfectionism and the fear of sharing their work online. It critiques recent marketing blunders, including the decline of brands like American Eagle and the pitfalls of copycat culture. Discover why Netflix films are losing their spark and how emotional sabotage in comment sections affects creativity. Learn the importance of authenticity in branding and how genuine expression can forge lasting connections.

Jenna and Jeff York aren't your typical gym founders—and AVANT isn’t a typical fitness club. In this episode, they reveal how years of business experience, failed models, and personal injury led them to build a premium, personalized fitness and wellness ecosystem.From franchise flops to billion-dollar exits, this isn’t just about workouts. It’s about creating a disruptive, human-first brand that’s scaling across Canada—and aiming global.Apply for membership: avant-club.comFollow on Instagram: @avant.torontoConnect on LinkedIn: AVANT Club

In this episode of Art of the Brand, Camille and Phillip dig into the collapse of trust across today’s biggest brands—from the Alo Yoga influencer lawsuit to the bizarre Clear Protein launch by Arrae.T his isn’t just about PR misfires. It’s about what happens when you abandon your brand pillars, forget who you're talking to, and think virality can replace strategy. We also break down Amazon’s quiet monopoly, the new rules of algorithm visibility, and what every founder needs to rethink in 2025

In this episode of The Art of the Brand, Camille Moore sits down with Nathan Chan, the powerhouse behind Foundr—the media brand followed by over 3.5 million entrepreneurs and trusted by names like Richard Branson, Deepak Chopra, and Sara Blakely.Nathan unpacks how he built the #1 skills and content platform for founders—not by chasing clicks, but by building trust, depth, and brand authority. If you're building something from scratch and want it to be the go-to brand in your space, this episode breaks down what it really takes.We talk:The secrets behind Foundr’s global reachHow to cut through the noise and earn respectWhy most content dies fast—and how to create what lastsBuilding brand equity when you're not "famous" yetPlaying the long game with strategy and soulWhether you're building a company, a personal brand, or both, this is required listening.

In this episode of Art of the Brand, Camille and Phillip break down one of the most misunderstood topics in business today: the difference between branding and marketing. If you've ever asked, “What’s the ROI on that?”—this episode is for you.We explore:Why branding is an investment, not an expenseThe ROI trap that’s hurting agencies, founders, and creators alikeHow to build a brand people trust (without playing the short game)Why posting for 8 months with no results is the actual path to successHow personal brand compounding works—and why most quit too earlyWhether you're a high-level founder, a burned-out marketer, or a business owner chasing traction, this episode will shift how you think about time, value, and brand growth in 2025.This is a mindset reset for anyone who wants to build something that lasts.