Branded Assets with Kate Bouchard

We hear plenty about the funding rounds, flashy product launches and multimillion-dollar exits. But what about the businesses that don't make it? And what happens to the founders who put everything on the line?

After nearly six years building Loba Wellness, raising capital, launching a physical product and technology platform, and investing more than $250,000 of her own money, Kate Bouchard made the difficult decision to close her startup.

In this candid and retrospective solo episode of Branded Assets, Kate shares the lessons learned from building a consumer product business in Canada, including some harsh realities about entrepreneurship, venture capital and the startup ecosystem that she wishes she'd understood before getting started.

We have a visibility bias in entrepreneurship. We see the unicorns. We don't see the graveyard.

From the challenges of raising investment for consumer brands and Canada's obsession with B2B SaaS, to the ridiculous cycles of VC trends (remember NFTs?) and the realities of being a solo founder, Kate pulls back the curtain on an entrepreneurial ecosystem that celebrates risk-taking but isn't always willing to finance it.

But beyond the business lessons, there's a much more personal story. Kate reflects on navigating entrepreneurship while pregnant and postpartum, discovering a capacity for risk and resilience she never knew she had, developing a significantly lower tolerance for bullshit, and learning to separate her identity from the business she built.

It's a conversation about failure, ambition, and knowing when to walk away.

Sometimes the most valuable thing you walk away with isn't a successful business. It's earned experience.

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LINKS:

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KEYWORDS:

Branded Assets podcast, failed startup, startup failure, entrepreneurship lessons, Canadian entrepreneurship, venture capital Canada, raising capital in Canada, angel investing, startup funding, CPG startup, B2B SaaS, venture capital trends, VC funding, bootstrapping, solo founder, female founders, women entrepreneurs, business failure, entrepreneurial resilience, closing a business, business lessons startup investment

What happens when you build the business you dreamed of and eventually realize you don’t want to run it anymore?

Karen Lee is the co-founder of LEZÉ the Label, a comfort-first fashion brand she launched with her friend in 2018. What started with a wildly successful Kickstarter grew into a seven-figure business, $100K months, a feature on Oprah’s Favorite Things and a devoted community of customers.

But behind the milestones was another version of the story: debt, declining sales, founder burnout, a factory literally burning down, opportunities that became operational nightmares, changing priorities and the relentless whiplash of entrepreneurship.

After eight years, Karen and her co-founder made the decision to close the business.

In this episode of Branded Assets, Kate and Karen have an unfiltered conversation about the side of entrepreneurship we don’t talk about enough: what it takes to keep a business alive, what it can cost you personally, and how you know when it’s finally time to let go.

Karen opens up about building a business with her best friend (and why they ended up in therapy together), putting motherhood on hold while she built the company, the reality behind landing Oprah’s Favorite Things, the mistakes they made as the business began to decline, and the moment she realized they were “forcing ourselves to drive this car with no wheels.”

They also talk about the complicated identity of being a founder, the pressure to prove yourself through your business, why closing a company doesn’t necessarily mean it failed, and what happens when the thing you built has already served its purpose.

Because sometimes the business you build also builds you. And sometimes success means knowing when you’ve outgrown it.

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If you enjoyed this episode, make sure to follow Branded Assets on Spotify, Apple Podcasts, and YouTube, and share it with someone who’s building, investing, or simply paying attention.

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LINKS:

Join the Branded Assets community on Instagram

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Follow along with Karen Lee on Instagram @kawoon.lee

KEYWORDS: Karen Lee, LEZÉ the Label, Branded Assets podcast, Kate Bouchard, female entrepreneurship, women entrepreneurs, female founders, seven-figure business, building a seven-figure business, closing a business, shutting down a business, founder burnout, entrepreneur burnout, business failure, startup failure, entrepreneurship realities, behind the scenes of entrepreneurship, Oprah’s Favorite Things, fashion entrepreneur, fashion startup, DTC brand, direct-to-consumer brand, Kickstarter business, co-founder relationship, business partners, founder mental health, founder identity, work-life balance, motherhood and entrepreneurship, knowing when to quit, knowing when to close a business, walking away from a business, business lessons, startup lessons, founder story, entrepreneurship podcast

Is Sydney Sweeney playing the outrage economy perfectly? Will AI become the new gatekeeper between brands and consumers? And have we collectively lost the ability to read past the headline?

In this episode of Rich Girl Rundown, Kate is joined by Olivia Lovenmark-Hay, founder and CEO of Coupe Beverages, the company behind Duchess Cocktails, to unpack the business, branding and cultural stories taking over the group chat.

First up: Sydney Sweeney’s controversial Novig sports betting campaign. Kate and Olivia get into the backlash from female athletes, the male gaze, how men are vulnerable to gambling addiction, Sweeney’s equity stake, and whether outrage marketing is brilliant strategy or a risky long-term play for her personal brand.

Then, they dig into potential private investment in Canadian airports and why the headlines don’t tell the whole story. From Mark Carney and Canadian politics to clickbait and media literacy, consider this your reminder to actually read the article.

AI is also coming for your shopping cart. Mastercard and Visa are exploring AI agents that don’t just recommend what you should buy, but actually buy it for you. What happens when AI becomes the intermediary between brands and consumers? And are marketers about to go from building brands for humans to building brands for robots?

Plus, Kate and Olivia get into AI slop in Vogue, and what Canada becoming an associate member of the European Union could mean for our economy, U.S. relationship and Canadian identity.

Could the next generation of Canadian ambition look a little less American and a little more European?

It’s business, brands, billion-dollar gossip and a few spicy takes along the way.

Welcome to Rich Girl Rundown in Season 2.

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Follow Duchess Cocktails and Duchess Cafe Vancouver

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KEYWORDS:

Sydney Sweeney, Novig, sports betting, outrage marketing, celebrity branding, brand strategy, AI shopping, AI agents, Mastercard AI, Visa AI, agentic commerce, consumer behaviour, brand discovery, Vogue, Canadian airports, Mark Carney, Canadian politics, Canada EU relations, Canadian identity, Canada US relations, media literacy, marketing podcast, women entrepreneurs, Rich Girl Rundown, Branded Assets podcast

We’re back, friends! Season 2 of Branded Assets is officially here, and apparently taking a summer break from recording did NOT mean taking a break from thinking about brands, business and culture. I can’t help myself.

In this first episode back, I share some personal updates from the summer break. PLUS what’s in store for Season 2, including more guests, a new rotating co-host format for Rich Girl Rundown episodes, and a few of the smart, funny women who will be joining me this season.

I also revisit some of the topics discussed in Season 1 and ask: what happened next?

From my admittedly very satisfying Cineplex prediction and the return of movie theatres, to Sleep or Die founder Lauren Sudeyko turning a viral moment into a $1M raise, we’re revisiting some of the brands and trends I’ve had my eye on.

I’ve also been noodling about what’s next for leisurewear and fitness, and how venture capital and health-tech startups are finally paying attention to women’s health.

Of course, because it’s Virgo season, I’m also taking a little credit where credit is due.

Consider this your official welcome back! Thanks for being here.

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LINKS:

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KEYWORDS:

Branded Assets, Branded Assets podcast, Season 2, brand strategy, marketing trends, business trends, consumer trends, Cineplex, movie theatres, box office, return to cinemas, Sleep or Die, Lauren Sudeyko, startup fundraising, female founders, venture capital, angel investing, viral marketing, brand virality, customer acquisition, LTV, leisurewear, fitness apparel, Lululemon, athleisure, fashion innovation, women’s health, menopause, perimenopause, PCOS, endometriosis, reproductive health, fertility, wellness, women’s health startups, health technology, cycle tracking, Natural Cycles, Oura Ring, female consumers, brand building, business and culture, marketing and culture, Rich Girl Rundown, Canadian business, Canadian brands, Vancouver entrepreneur, female entrepreneur, Virgo season

Has hating on billionaires become one of the smartest marketing strategies of the moment?

In this Rich Girl Rundown episode segment, Kate and Ada unpack Etsy's bold "Shop Non-Billionaire Jeffs" campaign and debate whether brands are successfully tapping into growing anti-billionaire sentiment or simply capitalizing on Amazon's success. Is this the future of challenger-brand marketing, or does it say more about today's consumers than the brands themselves?

They also break down one of the smartest marketing moments of the World Cup, as Levi's turned FIFA's attempt to hide its logo into a viral social media campaign that generated even more attention than traditional sponsorship.

Plus, they gossip what Justin Trudeau's relationship with Katy Perry says about legacy, leadership, and the growing overlap between celebrity and politics.

In this episode:

• Why Etsy's anti-Amazon campaign is sparking debate
• Is anti-billionaire branding a smart strategy or a risky one?
• How Levi's turned a logo cover-up into a viral marketing win
• Gillette’s response to the FIFA rules and whether it was as effective
• Why creative, quick thinking often beats sponsorship dollars
• The difference between creating ads and creating cultural moments
• Justin Trudeau, Katy Perry, and the politics of public image
• Immigration trends in Canada and their potential impact
• Polaroid’s analog, out-of-home, anti-AI campaign hits New York streets
• Kate and Ada's Rich Girl takes on what today's brands are getting right

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And don't forget to follow the podcast so you never miss an episode.

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LINKS:

Join the Branded Assets community on Instagram

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Follow Kate on Instagram, TikTok and LinkedIn

Connect with Ada on Instagram and LinkedIn

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KEYWORDS:

Brand marketing, branding strategy, challenger brands, Amazon, Jeff Bezos, Etsy, anti-billionaire marketing, consumer trends, viral marketing, Levi's, FIFA World Cup, ambush marketing, sponsorship strategy, social media marketing, brand storytelling, creative advertising, Polaroid, out-of-home advertising, NYC marketing campaign, AI marketing, brand strategy, business news, entrepreneurship, founder insights, marketing podcast, branding podcast, public relations, Justin Trudeau, Katy Perry, business commentary, Rich Girl Rundown

Most founders don't think about intellectual property until it's already a problem.

Maybe someone copied your product. Maybe you received a cease and desist letter. Maybe you're fundraising and realize your defensibility is thinner than you thought.

In this episode of Branded Assets, Kate breaks down the world of intellectual property in plain English, sharing real lessons from building Loba and navigating patents, trademarks, filings, lawyers, timelines, and the realities of enforcement.

You'll learn:

• The difference between utility patents, design patents, and provisional patents
• What "patent pending" actually means
• How trademarks work and why many names can't be protected
• Why patents and trademarks don't automatically stop competitors from copying you
• The real cost, timelines, and challenges of protecting IP
• How intellectual property impacts fundraising, valuation, and credibility
• Common mistakes founders make when approaching patents and trademarks
• What every entrepreneur should understand before investing in IP

Kate also shares the behind-the-scenes story of Loba's patent and trademark journey, including the surprising reality that some trademark registrations took nearly five years to complete.

Whether you're building a startup, launching a product, creating a brand, or simply curious about how intellectual property works, this episode offers a practical founder-focused introduction to patents, trademarks, and protection strategy.

Know an entrepreneur, creator, or business owner who should understand the basics of IP? Forward them this episode. It could save them significant time, money, and headaches down the road.

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Follow & Subscribe If you enjoyed this episode, make sure to follow Branded Assets on Spotify, Apple Podcasts, and YouTube, and share it with someone who’s building, investing, or simply paying attention.

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LINKS:

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KEYWORDS:

Intellectual property, patents, trademarks, patent pending, provisional patents, design patents, utility patents, startup founders, entrepreneurship, brand strategy, business strategy, startup funding, venture capital, product development, innovation, Canadian startups, intellectual property law, trademark registration, patent filing, business growth, founder education, personal branding, brand protection, defensible businesses, startup advice, product innovation, small business, scaling a business, startup ecosystem, founder journey, business podcast, marketing strategy, brand building, entrepreneurship podcast, Canadian entrepreneurs, startup lessons, business ownership.

Emma Grede says she spends just three focused hours with her kids on weekends and the internet had thoughts.

In this Rich Girl Rundown episode, Kate Bouchard and Ada Slivinski talk about Emma Grede’s new book, unpack the double standards around motherhood and ambition, and why Emma’s “high impact core memory mom” philosophy sparked such intense debate online.

Then, the conversation shifts to AI and advertising. Why are brands pre-emptively showing behind-the-scenes footage to prove their campaigns were made by humans? From Apple to LEGO to Aerie, brands are now defensively “showing receipts” as audiences become increasingly skeptical of what’s real online. Plus, Kate shares a wild rabbit hole involving a potentially fake AI-generated Toronto fashion boutique.

Finally, the ladies dive into the numbers signalling a shift back to movie theatres. From Wuthering Heights and The Devil Wears Prada 2 to Margot Robbie’s fashion-fuelled press tours and the growing desire for offline experiences, are cinemas seeing pre-COVID levels and growing revenue figures?

Plus:

• The rise of human-first marketing in the AI era
• Wealthsimple’s next moves and the future of trading culture
• KOHO getting into crypto trading
• The latest drama surrounding Lululemon, Chip Wilson, and leadership at the company with the announcement of a new CEO

This episode is part business analysis, part cultural commentary, and part rich girl group chat. Listen now!

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LINKS:

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Connect with Ada on Instagram and LinkedIn

KEYWORDS:

Emma Grede, Emma Grede parenting controversy, women in business, female entrepreneurs, motherhood and ambition, AI advertising, AI generated ads, branding strategy, luxury branding, human marketing, Apple ads AI, LEGO AI ads, Aerie no AI campaign, future of branding, movie theaters comeback, return to cinemas, Devil Wears Prada 2, Margot Robbie Wuthering Heights, Wealthsimple trading, Lululemon news, Chip Wilson, brand strategy podcast, business podcast for women, Branded Assets podcast, Rich Girl Rundown

Should you work in corporate before starting a business?

After a whirlwind few weeks. a sold-out gala, raising over $500,000 for the Looking Glass Foundation, a sick kid at home, and barely making this episode's deadline. Kate is hitting record with something that’s been on her mind lately: career paths.

In this solo episode, Kate breaks down a perspective that might surprise you. Despite being a founder and entrepreneur for the past 8 years, she doesn’t think you should start with being self employed.

Before building two companies, Kate spent 12 years working inside corporations. from global aviation to advertising to healthcare. And she credits that time as the foundation for everything she’s built since.

This episode is a strategic, behind-the-scenes look at what “working for someone else” actually teaches you. not tactically, but at a level most founders skip.

Kate shares the three biggest lessons she still uses every day:

• How to influence (in rooms that actually make decisions)
• How to build a team culture people want to be part of
• How to develop strategy that scales beyond guesswork

She also opens up about:

• Why corporate experience might be the fastest way to learn how businesses actually work
• The financial advantages most people overlook (RRSPs, education, benefits)
• Why this isn’t a binary choice. and never has to be

Plus, a listener question on how small business owners should think about retirement, where Kate shares her honest approach to money, financial planning, and building long-term freedom (without the traditional “retire at 65” mindset).

This episode is for you if you’re:

• Early in your career and feeling the pull toward entrepreneurship
• Thinking about leaving corporate. or going back to it
• Trying to build a career that actually supports your life, not the other way around

Because the goal isn’t just success. It’s the freedom to make choices from a place of security.

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LINKS:

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KEYWORDS:

entrepreneurship vs corporate, should I start a business or work corporate, corporate vs startup career, how to become an entrepreneur, early career advice, career path advice, working in corporate vs self employed, founder advice for beginners, how corporate jobs prepare you for entrepreneurship, benefits of working in corporate before startup, when to leave your job to start a business, going back to corporate after entrepreneurship, career advice for women in business, female entrepreneurs, women in business, entrepreneur mindset, business strategy fundamentals, leadership and team culture, financial planning for entrepreneurs, retirement for small business owners, Branded Assets podcast, Kate Bouchard

In this week’s Rich Girl Rundown, Kate and Ada are back breaking down the brand moves, cultural shifts, and billion-dollar strategies shaping what’s next.

First, Sephora enters Formula 1 through a partnership with F1 Academy, and it’s not just about beauty. With women now making up a growing share of the F1 fanbase, this move signals a much bigger shift in where brands are finding relevance, influence, and future growth.

Then, Nike teams up with Louis Theroux to promote Air Max, just days before his “Manosphere” documentary drops on Netflix. We unpack whether Nike is trolling internet masculinity culture… or mastering attention in real time.

And finally, Quince quietly builds a $10+ billion brand by rethinking luxury altogether. With a manufacturer-to-consumer model, “luxury for less” positioning, and lawsuits from legacy brands piling up, we get into what their rise says about consumer behaviour, brand value, and the future of fashion.

Plus, we get into:

• The “Netflix effect” and how entertainment is reshaping entire industries
• Why masculinity has become a branding battleground
• The psychology behind scarcity, dupes, and Gen Z spending habits
• And the subtle shift from brand obsession → value obsession

This episode is a fun one all about brands that know exactly where culture is going next.

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If you enjoyed this episode, make sure to follow Branded Assets on Spotify, Apple Podcasts, and YouTube, and share it with someone who’s building, investing, or simply paying attention.

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LINKS:

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KEYWORDS: Quince, valuation, luxury for less, brands, Sephora Formula 1 partnership, F1 Academy, women in motorsport, Nike, Louis Theroux, Air Max, manosphere, documentary, Louis Theroux, brand strategy, podcast, marketing trends, 2026 consumer behavior, Gen Z, quiet luxury brands, attention economy, marketing, cultural branding strategies

When you’re raising capital, visibility isn’t vanity — it’s leverage.

When Kate was raising for Loba, she kept hearing the same thing: “You’re everywhere.” But behind that perception wasn’t a big budget — it was a strategic (and relentless) push for visibility.

In this episode, Kate sits down with PR strategist Sarah Mawji of Venture Strategies to unpack what actually goes into building that kind of momentum during a fundraise.

Using Loba as a case study, they break down:

• The PR and media strategies that helped build credibility without a big spend
• How to use earned media to get in front of the right investors
• Why smaller publications can sometimes drive more results than major headlines
• And what founders should be doing before they start raising

But this conversation goes beyond strategy.

Kate also shares the side of fundraising that rarely gets talked about:

• Taking investor meetings while postpartum and running on adrenaline
• The pressure to constantly be “on” — pitching, posting, showing up
• Being told to get out there and network… while navigating inappropriate behavior and wasted meetings
• And the reality that you can be “everywhere” — and still not close the round

They also talk about burnout, visibility fatigue, and the mental toll of building in public, alongside the unexpected upside: confidence, clarity, and growth.

This is a candid, unfiltered look at what it really takes to build visibility as a founder, especially when the playing field isn’t even.

If you’re preparing for a raise, in the middle of one, or reflecting on the process, this episode will give you both the strategy and the reality check.

Connect with Sarah Mawji / Venture Strategies:

LinkedIn

Instagram

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If you enjoyed this episode, make sure to follow Branded Assets on Spotify, Apple Podcasts, and YouTube, and share it with someone who’s building, investing, or simply paying attention.

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LINKS:

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KEYWORDS:

female founders, raising capital, startup fundraising, venture capital, PR strategy, public relations for startups, earned media, founder visibility, personal branding for founders, startup marketing strategy, building in public, investor relations, media strategy, thought leadership, startup growth, early stage startups, seed round fundraising, women in business, female entrepreneurs, founder journey, startup storytelling, brand strategy, visibility marketing, networking for founders, pitch strategy, investor outreach, startup PR, media coverage, founder burnout, entrepreneurship podcast