e.l.f. Cosmetics Revisited: The Broken Brand Promise We Didn’t Expect
BUILDING & BREAKING with Nina L. Kovner
Release Date: 08/21/2025
Why I Resisted Creating My Personal Brand (And Why I Can’t Anymore)
BUILDING & BREAKING with Nina L. Kovner
In this episode of BUILDING & BREAKING, we are doing something a little different. Instead of unpacking another company’s brand story, I’m sharing my own brand evolution, moving from Passion Squared (a business brand) to Nina L. Kovner (my personal brand), and why I created MENTORED. with Nina L. Kovner. This isn’t just a rebrand. It’s me stepping into what I’ve resisted the most: my personal brand, and the gift I’ve been given as a mentor. In This Episode · Why I resisted building a personal brand for so long · How content consumption has shifted since I...
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GAP: A Legacy Brand Finds Its Relevance Again by Reclaiming Its Soul
BUILDING & BREAKING with Nina L. Kovner
In the 90s and early 2000s, GAP wasn’t just a store; it was a cultural force. Then came overexpansion, distraction, and one of the most infamous logo fails in branding history. For years, GAP drifted in a sea of sameness, losing clarity and connection. But today, under the leadership of CEO Richard Dickson, GAP is staging a reclamation, not by chasing trends, but by staying true to its original brand promises and reclaiming who they are. Their latest campaign proves that legacy brands don’t need to reinvent, per se, to stay relevant; they need to evolve while protecting the soul of what...
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e.l.f. Cosmetics Revisited: The Broken Brand Promise We Didn’t Expect
BUILDING & BREAKING with Nina L. Kovner
In this short follow-up episode of BUILDING & BREAKING, we’re revisiting e.l.f. Cosmetics, a brand we recently celebrated for its clarity, consistency, and connection with its audience. But something shifted. After releasing their most recent ad campaign that contradicted their values-forward brand and staying silent when their audience called it out, e.l.f. showed us just how fragile brand trust can be. In this episode Why your brand promises aren't misson statements or marketing, they're a commitment What happens when brands veer from the values they’re known for Why silence can...
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Red Lobster: Losing and Rebuilding Brand Trust, One Decision at a Time
BUILDING & BREAKING with Nina L. Kovner
In this episode of BUILDING & BREAKING, I’m diving into the story of Red Lobster’s recent comeback and what it teaches us about brand clarity, decision-making, leadership, and trust. From the chaos of the Endless Shrimp promotion to the arrival of new CEO Damola Adamolekun, this isn’t a story about flashy reinvention or performative PR. It’s about showing up, listening, simplifying, and making decisions that align with your brand promise. In This Episode: · How Red Lobster lost alignment with its brand promise and how it showed up to fix it ...
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Rihanna & Fenty: The Power of a Personal Brand in Business, Leadership, and Building Trust
BUILDING & BREAKING with Nina L. Kovner
In this episode of BUILDING & BREAKING, we take a closer look at Rihanna, not just as an artist, but as a personal brand that has redefined what it means to lead, serve, and build businesses that matter. We explore how Rihanna’s brand began with a purpose, to challenge the lack of representation in beauty and culture, and how that clarity shaped everything from Fenty Beauty to Savage X Fenty. This isn’t about celebrity. It’s about service, trust, and an emotional, human connection. You’ll also hear why I’ve decided to transition Passion Squared to a personal brand after 13 years...
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Southwest Airlines: What Happens When You Abandon What Made Your Brand Different
BUILDING & BREAKING with Nina L. Kovner
In this episode of BUILDING & BREAKING, we take a closer look at how Southwest Airlines went from beloved to broken, by abandoning the very promises that made them different. Southwest wasn’t built by analysts. It was built by Herb Kelleher, a rebellious, people-first founder who believed business and air travel could be joyful, human, and accessible. From the single aircraft model to the “bags fly free” benefit to the heart in their logo, everything they did reflected clarity, consistency, and care. But over time, the brand lost its edge. Systems aged. Culture shifted. The Southwest...
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Madison Reed: Filling the Gap Between Box Color and Balayage with Clarity of Brand Story and Market Position
BUILDING & BREAKING with Nina L. Kovner
In this episode of BUILDING & BREAKING, we take a closer look at how Madison Reed filled the gap between drugstore box color and major salon transformations by knowing exactly who they serve, what those clients value, and how to deliver consistency at scale. Madison Reed isn’t stealing your clients. They’re speaking directly to the consumer who values the solutions they offer. We explore how their simple, focused menu and product offering, Limitless Pro+ membership, and multi-channel strategy reflect a crystal-clear brand story, and why some clients will always prioritize simplicity,...
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e.l.f. Cosmetics: Low Price, High Value, and The Possible White Space in Pro Beauty
BUILDING & BREAKING with Nina L. Kovner
In this episode of BUILDING & BREAKING, we’re diving into the brand story of e.l.f. Cosmetics, the brand proving that low price doesn’t have to mean low value. From launching $1 products in 2004 to becoming one of beauty’s fastest-growing brands, e.l.f. shows how clarity of brand story and market position drives trust, connection, and growth, even at the lowest price points. In This Episode Why value, and “best”, are always in the eye of the beholder How e.l.f. balances fun, creativity, and consistency without confusing their audience The difference between price and perceived...
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The Fundamentals of Brand Story and Building Trust From Costco to Taylor Swift (and Beyond)
BUILDING & BREAKING with Nina L. Kovner
In this 10th episode of BUILDING & BREAKING, we’re recapping the first nine episodes by connecting the dots between Costco, Starbucks, In-N-Out, Taylor Swift, Aveda, Olaplex, Trader Joe’s, Drybar, and Target. From warehouse giants to pop icons, these brands might look different, but the fundamentals that build or break trust are universal. In this special recap episode, we’re unpacking a few of the biggest lessons that keep showing up across every brand story, and how they apply directly to salon owners, hairstylists, and pro beauty brands who want to build something that lasts....
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Drybar: How Simplicity Built A Brand And Inconsistencies Are Testing Its Promise
BUILDING & BREAKING with Nina L. Kovner
Drybar didn’t invent the blowout, but they turned it into a brand with a crystal-clear promise: No cuts. No color. Just blowouts. Drybar built a business and brand on simplicity, consistency, and solving one real and relevant problem for busy people who wanted beautiful hair without the hassle. But as Drybar grew, fast and wide, the cracks began to show. Ownership and leadership changes, selling off both the salon and hair care brands to two different owners, inconsistent experiences, and a chaotic online journey have all started to test the very brand promise that once set them apart. In...
info_outlineIn this short follow-up episode of BUILDING & BREAKING, we’re revisiting e.l.f. Cosmetics, a brand we recently celebrated for its clarity, consistency, and connection with its audience. But something shifted. After releasing their most recent ad campaign that contradicted their values-forward brand and staying silent when their audience called it out, e.l.f. showed us just how fragile brand trust can be.
In this episode
- Why your brand promises aren't misson statements or marketing, they're a commitment
- What happens when brands veer from the values they’re known for
- Why silence can speak louder than any campaign
- And what salon owners, hairstylists, and pro beauty brands can learn about consistency, courage, and listening when it matters most
Because brand trust isn’t built by perfection, it’s built by consistency and alignment.
You can listen to the original episode on e.l.f. Cosmetics here.
Thank you so much for listening and sharing with your business besties.