Branding With Benefits
Camille MooreWeekly breakdown on all things brand.
| Platform |  | Pricing | Only free issues | Publishes | Daily |
|---|---|---|---|---|---|
| Issues | 84 | Subscribers | Read | artofthebrand.substack.com |
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Latest Issues
Recent posts by this newsletter. Browse the email archive.
The Korean Standard: What Western Brands Are Missing About Experiential Retail
Korean retail brands have fundamentally changed what “good execution” means in the social media age.
Meta’s Critical Mass Strategy: Why Fashion Adoption Comes Before Feature Adoption
Meta Ray-Ban smart glasses just contributed over four percentage points to EssilorLuxottica’s sales growth—enough to spike the stock 15% in a single day. In Q3 alone, sales volume matched almost half of their total 2025 sales.
The Victoria’s Secret Comeback: Why Abandoning Your Brand Identity to Chase Trends Is the Fastest Way to Irrelevance
In 2021, Victoria’s Secret killed the Angels, hired Megan Rapinoe as a brand ambassador, and championed ‘body inclusivity’ to chase cultural relevance. Sales tanked. In 2024, they brought back the supermodels, the wings, and the fantasy—and...
The Near-Bankruptcy to $9B: How LEGO Saved Itself by Doing Less
In 2003, LEGO was $800 million in debt and months from bankruptcy. Their turnaround strategy was to stop innovating and return to the brick. The lesson? Do one thing exceptionally well (rather than many things half-a**).
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