In this episode of Art of the Brand, Camille and Phillip tear apart the myths holding founders back from growing in saturated markets. From ELF’s controversial Matt Rife campaign to Soho House’s collapse after going public, to Peloton’s slow fade into irrelevance, we reveal why comfort is the death of branding—and why controversy, risk, and bold creativity are the only things that scale.
We also dive into:

• The truth behind virality and why safe content never works
• What founders can learn from Soho House, Peloton, and ELF
• Why Reddit and Substack are becoming the new power platforms
• The David Protein bar case study: how $55 cod turned into a $100M playbook
• Why your founder story matters—but not the way you think

This episode is jam-packed with insights on how to build your brand in 2025. If you’re a founder, marketer, or creator tired of watered-down advice, this episode is for you.