This week on Art of the Brand, Camille and Phillip return from Japan and Korea with a masterclass in what real branding looks like outside the West. From Bulgari’s flawless hotel experience and Muji’s “no-brand” philosophy to Gentle Monster’s art-driven retail universe, they break down why some cultures still obsess over detail, craft, and discipline — and why that obsession builds brands that last. They unpack the collapse of merit in Western institutions, the danger of licensing over commitment, why On Cloud x Loewe collaborations feel hollow, and how luxury tech and wellness aesthetics are rapidly evolving. Most importantly, they reveal the truth every founder needs to hear: excellence is a choice, attention is earned, and brand power comes from doing the hard things well — consistently, deliberately, and without shortcuts.