In the premiere episode of BUILDING & BREAKING, Nina dives deep into one of the greatest brand loyalty stories of our time: Costco.

Through personal reflections as a newer Costco member (yet longtime studier of the brand) and decades of experience in brand strategy, Nina unpacks why Costco continues to build lasting trust, while other brands seem to be breaking it.

This episode breaks down the fundamentals behind Costco’s success: their unwavering commitment to lifetime customer value, keeping brand promises (no matter the pressure), investing in their people, and always playing the long game over short-term gains.

Nina connects these lessons back to the pro beauty industry, creative small businesses, pro beauty brand execs, offering real-world takeaways on how clarity, consistency, and true care are at the heart of every enduring brand.

Whether you’re a salon owner, hairstylist, creative entrepreneur, or brand leader, this episode lays the foundation for understanding what it really takes to build and retain trust. If you want to learn more about creating your brand story and how to connect all the dots in your salon business, click here to learn more about Creating Your Awesome Brand, A Complete Course for Beauty Pros. Thank you for listening and sharing this episode with your business besties!