The Art of the Brand

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.

This episode of Art of the Brand is a reality check for every founder, creator, and high-performer who's feeling stuck—even when they’re doing everything right.Fresh off a teaching trip to Austria, Camille and Phillip reflect on the lessons learned from working with world-class classical musicians—people who practice 8 hours a day but still feel like they’re not good enough to share their work. We draw parallels between that perfectionism and what’s holding creators, professionals, and business owners back from showing up online.From the collapse of branding at Skims and American Eagle, to why Netflix movies are getting worse, to the emotional sabotage of comment sections and copycat culture, this is a wide-ranging conversation about truth, strategy, and what it really means to build something that lasts.This one is for anyone who’s putting in the work but still afraid to hit “post.”

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.

In this episode of Art of the Brand, Camille Moore sits down with Bianca, the powerhouse behind Pink LaBlonde, to talk about building a global salon brand from the ground up. From creating content before “influencer” was a job title to becoming one of the most recognizable names in luxury haircare, Bianca shares her journey, her struggles, and her bold vision for what's next.We unpack:Why stylists need a personal brandHow Marie Anne balances salon, product, and educationThe behind-the-scenes of launching a product lineWhy “clean” haircare isn’t always what you thinkReal talk on burnout, content creation, and brand evolution A must-listen for beauty entrepreneurs, stylists, and founders ready to turn skill into legacy. Tune in now via the link in bio or search Art of the Brand on all platforms.

In this episode of Art of the Brand, Camille sits down with personal branding strategist and creator coach Courtney Johnson for a raw, hilarious, and no-BS conversation about what it actually takes to build a brand in 2025.From posting through the cringe, to battling corporate CMO chaos, to the reason your content isn’t landing—Courtney breaks down the mindset, habits, and strategies that turn quiet professionals into undeniable digital brands.We also dive into:Why your first 100 posts matter more than any strategyHow LinkedIn is still the most underused platform for businessWhy creators with the most opinions win (yes, even with trolls)What to do when TikTok views crashAnd why mushrooms might be better than Vyvanse for creative flow This one’s for every freelancer, founder, side-hustler, and scared-of-the-camera expert who knows they need to show up—but doesn’t know where to start. If you’re building a brand, business, or audience—this episode will hit.

This week on Art of the Brand, Camille and Phillip go deep on the massive shifts shaping modern marketing—from Google’s groundbreaking Astra AI to the collapse of what we used to call “social media.” If you’re still thinking in terms of likes, trends, or followers—you’re already behind.We cover:Why “social media” is dead and interest media is the new gameHow Google’s Astra AI will completely change consumer discoveryThe biggest branding threat for small businesses in an AI-first futureThe ROI of real content vs. trend-chasingHow tariffs, made-in-China goods, and lazy brands are being exposedThe coming divide between brands with depth—and brands with dopamine

In this powerhouse episode of Art of the Brand, Camille Moore sits down with Bill Harper—aka @BrandBossHQ—for a deep, brutally honest breakdown of what’s really killing modern marketing. From the ROI myth and the TikTok algorithm to the story behind Liquid Death’s billion-dollar brand, Bill brings decades of experience (and a viral tow truck story) to call out the creative collapse happening in boardrooms everywhere.We also unpack the truth about AliExpress, brand erosion, luxury collapse, and why MBAs might be the worst thing to happen to marketing. If you’re a founder, marketer, agency leader, or content creator trying to grow in today’s noisy world—this episode is your wake-up call.

In this week’s Art of the Brand, Camille and Phillip take aim at the branding breakdown across sports, TikTok, and traditional institutions like Eurovision. From the lifeless Toronto Maple Leafs experience to Ford dealerships out-creating ad agencies, this episode is packed with real talk on why safe branding fails—and how earned media value (EMV) and authenticity win in today’s algorithm economy.We also dive into viral controversy, Gen Z chaos, and why leadership and brand alignment are make-or-break for modern businesses. Plus: Diddy, PR crisis mismanagement, ballerina farmers, Amazon’s $1B font update, and what your local landscaper can learn from Coachella.

In this episode of The Art of the Brand, Camille Moore is joined by Melissa Andre of Madco, one of the most sought-after luxury event and wedding planners, known for her work with top-tier clients including Drake, The Weeknd, and some of the most discreet names in fashion and finance.But her rise to the top didn’t happen by chance — it was built through intentional personal branding, a bold point of view, and knowing how to position herself as the only choice for elite events.In this episode, you’ll learn:- How Melissa Andre turned personal branding into her power move- The secrets to becoming undeniably referable in a saturated industry- Why top talent still gets overlooked — and how to make sure you're not one of them- The mindset shift every expert needs to go from behind-the-scenes to industry leaderIf you're a creative, consultant, or founder looking to be seen as the best in your space, this episode is your blueprint.Subscribe for weekly deep dives on personal branding, industry positioning, and turning your genius into demand.