The Art of the Brand

Are brands losing control of their image — or just choosing the wrong faces to represent them? In this episode of _The Art of the Brand_, Camille Moore and Phillip Millar dive into PETA’s Fashion Week fallout, the Lola Blankets “luxury” debate, Reformation’s Olivia Jade gamble, and the Bobbi Brown vs. Molly Sims campaign controversy. They unpack how MrBeast, Hilary Duff, Angel Reese, and Kylian Mbappé are reshaping what it means to be a brand ambassador, why KFC is betting big on pickle-core, how Sharpie quietly hijacked the NFL rookie moment, and what the Hyrox “poo incident” reveals about crisis PR when peak performance gets messy. Real messy.Hire My AgencySerious brand? Serious goals? Work with my team at Third Eye Insights. If they had a great campaign, they probably hired us.👉 https://thirdeyeinsights.ca/hire-tei 📔 My Social Media PlannersThe exact $15K frameworks and strategy I use on top global brands and small businesses alike, now available in planner form👉 https://store.camille-moore.com/💻 Social Media MasterclassMy foundational training will help you stop guessing and start building content that converts.👉 https://camille-moore.com/masterclass/🤝 1:1 Brand Strategy IntensivesFor founders ready to go deep and build a category-leading brand. I work 1:1 with a handful of brands as their Fractional CBO.👉 http://bit.ly/4krhxgO 📬 Subscribe to Branding With Benefits (My Substack)Free weekly branding insights for people who want blunt strategy, not fluff.👉 https://substack.com/@camilleemoore 🎙️ Podcast Available On:Spotify | Apple Podcasts | YouTube | Everywhere You Stream📱 Follow Camille MooreInstagram: @camillemooreTikTok: @camille.moore_ LinkedIn: Camille Moore🌐 Website: camille-moore.com🎨 Follow The Art of the BrandInstagram: @theartofthebrand

This episode of AOTB has Camille Moore pull back the curtain on how a digital‑first CPG brand turned TikTok Shop from a “flashy sales channel” into a long‑term brand engine. From community‑driven growth to retail halo effects, Bloom’s playbook shows what happens when you stop treating creators like a tactic and start treating them like the core of the business.
In this episode, we explore:
■ The Creator‑First Flip: How Bloom stopped asking “How do we make TikTok Shop work for our brand?” and started asking “How do we make it work for our creators?” — and why that mindset change unlocked exponential growth.
■ From 50 Videos to 1,800 a Day: The systems behind scaling from mid–six figures to seven‑figure TikTok Shop months, including Discord communities, twice‑weekly creator calls, and radical creative freedom.
■ Building a 30,000‑Creator Army: The internal team structure, no‑agency philosophy, and GMV Max strategy that let Bloom empower all tiers of creators, from new affiliates to seven‑figure sellers, while keeping “creator‑first” in the brand’s DNA.
Hire My Agency
Serious brand? Serious goals? Work with my team at Third Eye Insights. If they had a great campaign, they probably hired us.
👉 https://thirdeyeinsights.ca/hire-tei 
📔 My Social Media Planners
The exact $15K frameworks and strategy I use on top global brands and small businesses alike, now available in planner form
👉 https://store.camille-moore.com/
💻 Social Media Masterclass
My foundational training will help you stop guessing and start building content that converts.
👉 https://camille-moore.com/masterclass/
🤝 1:1 Brand Strategy Intensives
For founders ready to go deep and build a category-leading brand. I work 1:1 with a handful of brands as their Fractional CBO.
👉 http://bit.ly/4krhxgO 
📬 Subscribe to Branding With Benefits (My Substack)
Free weekly branding insights for people who want blunt strategy, not fluff.
👉 https://substack.com/@camilleemoore 
🎙️ Podcast Available On:
Spotify | Apple Podcasts | YouTube | Everywhere You Stream
📱 Follow Camille Moore
Instagram: @camillemoore
TikTok: @camille.moore_ 
LinkedIn: Camille Moore
🌐 Website: camille-moore.com
🎨 Follow The Art of the Brand
Instagram: @theartofthebrand

Are brands losing their grip on culture — or are consumers simply evolving faster than the companies trying to reach them? This podcast pulls back the curtain on the forces shaping modern branding, media, and influence. From celebrity business moves to luxury’s identity crisis, from tech giants reinventing themselves to the rise of creator‑driven culture, brand strategist Camille Moore and business strategist Phillip Millar break down how we buy, behave, and belong.
It’s the Art of the Brand!
In this episode, we explore:
■ The Influence Collision: Wimbledon’s crackdown on influencers and what happens when digital culture collides with tradition.
■ The Apple Power Shift: How the “Surprise and Shine” keynote doubled as a CEO audition — and what the $1,999 foldable iPhone Duo signals for Apple’s future.
■ The GQ Identity Crisis: How a failed livestream exposed shrinking demand and what happens when a legacy brand forgets its audience.
■ The Betting Boom: How celebrities, athletes, and nostalgia plays like the Entourage reunion are reshaping online gambling culture.
■ The Siren Effect: Sydney Sweeney’s viral Novig ad, the backlash, and the tension between empowerment, sex appeal, and brand authenticity.
■ The Calm Economy: Kendall Jenner’s move into functional beverages — and whether “calm in a can” is the next big trend or another celebrity misfire.
■ Haute Wellness: Dior’s luxury wellness push and what it reveals about lifestyle branding, Gen Z spending, and modern aspiration.
Hire My Agency
Serious brand? Serious goals? Work with my team at Third Eye Insights. If they had a great campaign, they probably hired us.👉 https://thirdeyeinsights.ca/hire-tei

📔 My Social Media Planners
The exact $15K frameworks and strategy I use on top global brands and small businesses alike, now available in planner form
👉 https://store.camille-moore.com/

💻 Social Media Masterclass
My foundational training will help you stop guessing and start building content that converts.
👉 https://camille-moore.com/masterclass/

🤝 1:1 Brand Strategy Intensives
For founders ready to go deep and build a category-leading brand. I work 1:1 with a handful of brands as their Fractional CBO.
👉 http://bit.ly/4krhxgO

📬 Subscribe to Branding With Benefits (My Substack)
Free weekly branding insights for people who want blunt strategy, not fluff.
👉 https://substack.com/@camilleemoore

🎙️ Podcast Available On:
Spotify | Apple Podcasts | YouTube | Everywhere You Stream

📱 Follow Camille Moore
Instagram: @camillemoore
TikTok: @camille.moore_
LinkedIn: Camille Moore
🌐 Website: camille-moore.com

🎨 Follow The Art of the Brand
Instagram: @theartofthebrand

✅ 𝐂𝐎𝐏𝐘𝐑𝐈𝐆𝐇𝐓 𝐍𝐎𝐓𝐈𝐂𝐄: This video and my YouTube channel contain dialogue, music, and images that are property of "👉The Art Of The Brand👈" You are authorized to share the video link and channel and embed this video in your website or others as long as a link back to my YouTube Channel is provided.

Some of the world’s most recognizable brands are starting to look a little less distinctive.

Nike is losing ground to brands that feel more focused. PepsiCo just ended a 25-year agency relationship. Dyson is selling a $500 toothbrush. The US Open opened the door to creators and discovered that attention comes with less control than it used to. Huda Beauty is trying to move past controversy, while Vogue faces a very different challenge: what happens when the person who made the brand what it is eventually steps away?
This week, we’re looking at what happens when the thing that made a brand distinctive starts to disappear.
On the episode:
● Nike: Has Nike moved too far away from the athlete and aspiration that made it iconic? We look at its loss of valuable shelf space, the rise of On and Hoka, and what happens when a brand tries to appeal to everyone.
● PepsiCo: PepsiCo ended a 25-year relationship with Omnicom without a pitch. What does that tell us about the changing advertising industry, and why are long-standing relationships no longer enough to protect a business?
● The US Open: The tournament embraced the creator economy, but inviting creators into your world also means giving up some control over how your brand gets interpreted.
● Dyson: Is the $500 Camera Jet toothbrush a meaningful piece of innovation, or a sign that Dyson is starting to confuse more technology with more value?
● Lindsay Clancy: What does the trial tell us about social media, storytelling and the way emotion can shape public opinion before the full story is understood?
● Huda Beauty: Huda Beauty has survived a controversy that could have seriously damaged a smaller founder-led brand. Can its Cardi B campaign shift the conversation back to beauty?
● Vogue: Anna Wintour has become inseparable from Vogue’s identity. So what happens when the person who made a brand culturally irreplaceable is no longer running it?

Different stories, but the same underlying question: what makes a brand worth choosing, remembering and coming back to?"
Because the internet rewards the fastest reaction. Great brands still need the judgment to know when not to react.

Hire My Agency
Serious brand? Serious goals? Work with my team at Third Eye Insights. If they had a great campaign, they probably hired us.
👉 https://thirdeyeinsights.ca/hire...

📔 My Social Media Planners
The exact $15K frameworks and strategy I use on top global brands and small businesses alike, now available in planner form
👉 https://store.camille-moore.com/

💻 Social Media Masterclass
My foundational training will help you stop guessing and start building content that converts.
👉 https://camille-moore.com/master...

🤝 1:1 Brand Strategy Intensives
For founders ready to go deep and build a category-leading brand. I work 1:1 with a handful of brands as their Fractional CBO.
👉 http://bit.ly/4krhxgO

📬 Subscribe to Branding With Benefits (My Substack)
Free weekly branding insights for people who want blunt strategy, not fluff.
👉 https://substack.com/@camilleemoore

🎙️ Podcast Available On:
Spotify | Apple Podcasts | YouTube | Everywhere You Stream

📱 Follow Camille Moore
Instagram: @camillemoore
TikTok: @camille.moore_
LinkedIn: Camille Moore
🌐 Website: camille-moore.com
🎨 Follow The Art of the Brand
Instagram: @theartofthebrand

This week's episode is about what happens when outrage travels faster than context.
We recorded this one live in Toronto, and it started with an ad. Good Good, one of golf's biggest YouTube channels, created a 60-second campaign with Callaway about a golfer becoming dangerously obsessed with his driver. A few seconds were clipped, reframed as domestic violence, and suddenly the internet was furious. Callaway pulled the campaign, apologized, pledged $1 million to women's golf, and left the smaller creator brand holding the bag.
But when you watch the full ad, the story looks very different.
That became the jumping-off point for a bigger conversation about whether brands have become too afraid of criticism to stand behind their own decisions, and what happens to creativity when every campaign is designed around avoiding the worst possible interpretation.
On the episode:
● Why the Good Good x Callaway ad became an internet scandal, and how clipping has created an entire economy around manufacturing outrage.
● Why Callaway's biggest mistake may not have been approving the ad, but panicking when people criticized it.
● Why Target's controversial Halloween costume deserved a different response. and the difference between acknowledging a genuine mistake and corporate pandering.
● Whether Sézane's founder should be allowed to completely reinvent the brand after 20 years, or whether consistency becomes more important as a brand reaches iconic status.
● Why Meta paid $16.8 billion over allegations surrounding addictive design and children, and why making your product addictive isn't necessarily the problem.
● Whether Apple can still claim to "Think Different" when its first foldable phone arrives eight generations after Samsung.
● The three questions every founder should ask before giving a celebrity or creator equity: can they improve the product, drive actual sales, or add genuine credibility?
● Why the most dangerous thing a brand can do in a crisis may be allowing internet outrage to make its decisions for it.
Because the internet rewards the fastest reaction. Great brands still need the judgment to know when not to react.
Hire My Agency
Serious brand? Serious goals? Work with my team at Third Eye Insights. If they had a great campaign, they probably hired us.
👉 https://thirdeyeinsights.ca/hire-tei 
📔 My Social Media Planners
The exact $15K frameworks and strategy I use on top global brands and small businesses alike, now available in planner form
👉 https://store.camille-moore.com/
💻 Social Media Masterclass
My foundational training will help you stop guessing and start building content that converts.
👉 https://camille-moore.com/masterclass/
🤝 1:1 Brand Strategy Intensives
For founders ready to go deep and build a category-leading brand. I work 1:1 with a handful of brands as their Fractional CBO.
👉 http://bit.ly/4krhxgO 
📬 Subscribe to Branding With Benefits (My Substack)
Free weekly branding insights for people who want blunt strategy, not fluff.
👉 https://substack.com/@camilleemoore 
🎙️ Podcast Available On:
Spotify | Apple Podcasts | YouTube | Everywhere You Stream
📱 Follow Camille Moore
Instagram: @camillemoore
TikTok: @camille.moore_ 
LinkedIn: Camille Moore
🌐 Website: camille-moore.com
🎨 Follow The Art of the Brand
Instagram: @theartofthebrand
✅ 𝐂𝐎𝐏𝐘𝐑𝐈𝐆𝐇𝐓 𝐍𝐎𝐓𝐈𝐂𝐄: This video and my YouTube channel contain dialogue, music, and images that are property of "👉The Art Of The Brand👈" You are authorized to share the video link and channel and embed this video in your website or others as long as a link back to my YouTube Channel is provided.