The Art of the Brand

Episode Summary: The Rise of Streaming, the Fall of Luxury, and What Comes Next

Hosts: Camille Moore & Phillip Millar (Third Eye Insights)
Date: October 29, 2025

Episode Overview

In this lively and candid episode, Camille and Bonnie (aka Phillip Millar) dissect the seismic shifts happening in branding, with a sharp focus on risk-taking in marketing, the evolution of luxury and mass-market brands, influencer authenticity, viral moments, and the rise of streaming culture. The hosts analyze case studies from recent events—like the Louvre art heist ad, the changing fortunes of Skims and Burberry, failed influencer product launches, and Justin Bieber's leap into 24/7 live streaming—to explore what’s working, what’s failing, and how brands must adapt to the new attention economy. Notable for its blunt advice to founders and business owners, the episode pushes listeners to seize moments, embrace controversy where appropriate, and never settle for the safe route in branding.

Key Discussion Points & Insights

1. Seizing Unconventional Moments in Branding

Louvre Art Heist & Crane Co.

• [00:00–05:08] The episode opens with a discussion about how Crane Co., a German crane company, capitalized on being featured (inadvertently) in a $100 million art heist at the Louvre.
• Strategy: Rather than shying away from the negative association, Crane Co. leaned in with an ad campaign: "We didn't do the robbery, but our crane worked really well."
• Takeaway: Bold, opportunistic thinking can pay off massively. "You have to be prepared to act quickly when there’s something controversial and maybe a little risky because it has disproportionate reward then to the risk." – Camille [04:45]
• Lesson: Most brands freeze at the prospect of controversy; don’t waste “asymmetric” opportunities when they arise, as they're usually fleeting.
• Mindset: Referenced Jocko Willink’s “Good” video – using setbacks as launchpads for upside ("Good. We can use this opportunity to show that our product works… That's a really good mindset shift I encourage people to embrace." – Camille [07:06])

2. Risk-Taking, Speed, and Authenticity in Social Media

• [05:08–12:15] Most brands are bogged down by bureaucracy and miss crucial moments due to slow decision-making. "By the time they got approval… it was already five days out… they lost the moment." – Bonnie [09:40]
• Founders must personally stay on top of trends and be actively involved in socials.
• "Perfect is the enemy of good." Mistakes fade quickly—don’t let fear of imperfection paralyze quick action.

3. Founder-Led Brands: Real Self vs. PR Image

• [12:15–17:10] Founder presence and authenticity are critical. Audiences can tell when a founder’s social media is managed by someone else. “It would actually like be from you and you're involved in it. Then you feeling like you needed to get out seven days a week and it loses your tone… it’s not really you.” – Bonnie [14:43]
• Martha Stewart as a case study: Her “unlikeability” and willingness to be disagreeable are part of her brand’s enduring strength; successful public personas often polarize.
• Quote: “You're nobody until somebody hates you. If you haven't done something that pisses somebody off, you're not doing anything.” – Camille [15:38]

4. Under the Hood: Skims vs. Burberry—Luxury, Virality, and Brand Focus

Skims – The Virality Machine

• [20:26–24:37] Kim Kardashian’s Skims leverages short, explosive viral campaigns (“break the internet for 10 minutes”); intentional scarcity, engineered sell-outs, high attention but possibly diluting long-term luxury appeal.
• Quote: “It’s an entire campaign strategy designed around only getting 10 minutes so that people talk about skims.” – Bonnie [21:26]
• Hosts debate if relevance and sell-through are worth the loss of aspirational/luxury image.

Burberry – Returning to Roots

• [24:37–29:02] Burberry, on the other hand, has doubled down on heritage and pride in British identity. Their latest campaigns feature content pillars focusing on elegance, charm, history, and subtle diversity without preachiness.
• Quote: “The British roots have some great stuff about it. There’s a charmingness to how they do it, there’s a politeness, there’s an elegance that’s aspirational.” – Camille [25:54]
• Key insight: The best ad campaigns make you want to buy the brand—by making viewers feel something and leaving room for audience interpretation.

5. The Power of Feel-Good, Non-Selling Advertising

• [32:14–36:46]
  • Gap’s resurgence under Zach Poston: viral choreography, community engagement, and cool factor—offset by outdated retail experience.
  • Montclair used Robert De Niro and Al Pacino in beautifully-shot but non-promotional friendship spots; nostalgia and subtlety are powerful.
  • The best ads "don't feel like ads" and return to core brand universes.

6. Movement Coaching & Video Authenticity as Competitive Edge

• [36:46–41:49]
  • New industry: agencies now coach executives/founders on nonverbal presence and authenticity on video, reflecting the new standard that great video skills are essential.
  • Bonnie on safe, uninspired content: “Our brains at this point have accepted the bare minimum if we have to do content.” [40:45]
  • Smartest people often overthink or play it too safe with content; advantage tilts to fearless, less cerebral creators.

7. The Folly of Intellectual Snobbery & The 'Moral High Ground'

• [41:49–46:23]
  • Business leaders must not let ego, political correctness, or dislike for a messenger (“I can’t learn from that person”) limit their capacity to learn and grow a brand.
  • The obligation to “sell, even if it means dumbing everything down,” for the sake of those who need your product. [46:23]

8. Brand Scarcity, Viral Success, and the Mass Market Trap: Hailey Bieber’s Road

• [47:23–50:16]
  • Hailey Bieber’s Road skincare missed sales targets post-ELF acquisition, with shares falling despite industry uptrends.
  • Expanding from scarcity/aspirational brand to mass market dilutes allure; founder’s reduced presence exacerbates lack of connection.
  • Post-sale, the disengaged founder is a red flag. “She’s not evolving with where her company has evolved… you don’t feel as much like you can be Hailey Bieber.” – Bonnie [49:07]

9. Personal Brands, Partnerships, and the MrBeast Burger Disaster

• [51:50–57:29]
  • High-profile lawsuit: MrBeast (Jimmy Donaldson) vs. ghost kitchen over failed burger brand—showcases dangers when personal brands overextend without product control.
  • Authentic influencer partnerships require real equity and involvement. Paid posts are becoming less effective—ongoing, authentic relationships matter more.
  • Legal “divorces” like this are costly and ego-driven; it’s better to own mistakes and move on than litigate.

10. The Streaming Revolution: Justin Bieber & the Limits of Access

• [58:27–65:14]
  • Justin Bieber launches a 24/7 Twitch-style livestream channel, broadcasting his daily life in an attempt to monetize music beyond streaming (which yields low artist payouts).
  • HOT DEBATE:
    • Camille: “I think this is going to fail spectacularly… The scarcity is gone… people don’t have enough time in the day to watch that shit.” [61:01]
    • Bonnie: Argues streaming culture is moving towards more access and new monetization, especially among Gen Z/Alpha.
  • Conclusion: For brands, breaking the 4th wall and giving controlled but authentic access may succeed, but monotony and lack of scarcity are risks.

11. Guerilla Branding: World Series & the Power of Subtle Placement

• [65:29–67:19]
  • Toronto Blue Jays’ home plate seats feature a fan dressed as Colonel Sanders (KFC)—a likely “Easter egg” brand moment.
  • The value of physical placement and unnoticed advertising in sports; MLB seats are cheaper in Toronto, offering unique branding plays.
  • Quote: “It was like Colonel Sanders was watching the game. From a return on investment, I think that space behind home plate is incredibly valuable.” – Camille [66:13]

12. Logos, Tribal Branding, and the Dangers of Over-Correction

• [70:09–76:15]
  • Sports logos ignite tribal loyalty; iconic brands (Yankees, Dodgers, Red Sox, Blue Jays) retain resonance by sticking to simple, distinctive, long-standing imagery.
  • New rebrands tend to overcorrect (e.g., Cleveland Guardians replacing the Indians) and often fail due to committee-driven, politically correct decision-making.
  • Quote: “You don’t want to be chasing political correct trends. You want to stay what’s good and have the courage to stay with what works.” – Camille [76:15]
  • Merchandise sales plummet when culturally resonant branding is abandoned for sanitized replacements.

Notable Quotes & Memorable Moments

• Crane Co. on the Louvre heist:
  "We're going to do an ad campaign that says this crane works really well." – Camille [00:06]

• Leadership on risk:
  "Leadership is not just getting an appointment and then doing everything safe and everybody loving you. That people aren't taught that leadership is actually really hard." – Camille [06:06]

• On authenticity:
  “I want to follow if Martha Stewart was posting on her stories.” – Bonnie [00:21/14:58]

• On success and controversy:
  “You're nobody until somebody hates you. If you haven't done something that pisses somebody off, you're not doing anything.” – Camille [15:38]

• On Skims’ viral drops:
  “It’s an entire campaign strategy designed around only getting 10 minutes so that people talk about skims.” – Bonnie [21:26]

• On Burberry’s British campaign:
  “There's a charmingness to how they do it, there's a politeness, there's an elegance that’s aspirational.” – Camille [25:54]

• On safe content:
  “Our brains at this point have accepted the bare minimum if we have to do content.” – Bonnie [40:45]

• On intellectual resistance:
  "The human ego… would prefer to be morally superior than to be effective." – Camille [44:14]

• On logo rebranding failures:
  “You don’t want to be chasing political correct trends. You want to stay what’s good…” – Camille [76:15]

Timestamp Guide to Key Segments

• [00:00–05:08] Louvre Art Heist & Crane Co.: Branding Opportunism
• [05:08–12:15] Quick Decision Making, Founder Involvement in Socials
• [12:15–17:10] Authenticity in Founder-Led Brands; Martha Stewart Example
• [20:26–24:37] Skims: Virality vs. Long-Term Brand Value
• [24:37–29:02] Burberry: Back to British Heritage
• [32:14–36:46] Ads That Don’t Feel Like Ads: Gap, Montclair, Nike
• [36:46–41:49] Movement Coaching & The Power of On-Camera Comfort
• [41:49–46:23] Content Creation & The Dangers of Smart People Playing Safe
• [47:23–50:16] Hailey Bieber’s Road & The Mass Market Pitfall
• [51:50–57:29] MrBeast Burger Failure: Personal Brand Risks
• [58:27–65:14] Justin Bieber’s Live Streaming Experiment
• [65:29–67:19] Branding at the World Series: Colonel Sanders Sighting
• [70:09–76:15] Sports Logos, Tribalism, & Over-Correction Failures

Final Takeaways

• Move Fast, Take Risks: The best brands are nimble, seize controversy, and are always “in the room” when cultural moments break.
• Authenticity Rules: Delegating all founder presence to others—or playing it “PR safe”—kills connection and interest.
• Brand Relevance vs. Longevity: Viral stunts drive attention, but lasting cachet and luxury is built on heritage, coherence, and emotional resonance.
• Smart People, Get Dirty: The ivory tower won’t help you win attention or dollars—get in the content trenches, own your message, and don’t be afraid to be disliked.
• Streaming is the Next Wild West: But beware—access must be meaningful, and relentless exposure can kill allure.

Listener Engagement

Camille and Bonnie invite listeners to vote and comment on the best and worst MLB logos and share thoughts on all the debated campaigns and issues raised.

End of Summary