The Art of the Brand

• The Ordinary LIED

  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.

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• Why Lululemon Is Failing and What Trump Gets Right

  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.

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• I Lost My TikTok: The Truth About Platform Dependency

  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.

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• Why Gucci Thrives and Apple Fails

  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.

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• From Just Do It to Why Do It: The Fall of Nike

  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.

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