Jenna Lyons and Jonny Bauer of Fundamentalco, the creative agency spun out of Blackstone, join Lauren for a deep dive into what it actually takes to build a great brand. They get into the importance of authenticity, the impact of A.I. on the creative industry, and why having clear brand values is more essential than ever. They also weigh the very different challenges facing established versus emerging brands as the fashion landscape keeps shifting.