In this episode of Brand Crimes & Other Offenses, Sasha Monique opens a case file on Lululemon’s September 2025 earnings call, where CEO Calvin McDonald admitted the quiet part out loud:

“We’ve become too predictable.”

And if you think that’s a harmless comment, you’re missing the crime.

Because for a premium brand built on innovation and cultural dominance, predictable isn’t stable. Predictable is the beginning of the end.

This case isn’t about leggings. It’s about what happens when product development timelines collide with trend cycles, and brands keep shipping decisions that were made 12–18 months ago into a market that already moved on.

Sasha breaks down the 12-month trap (forecasting → design → sourcing → production → distribution) and why most product brands don’t realize they’re wrong until it’s too late.

You’ll also hear why Lululemon didn’t “lose” to Alo, Vuori, or Costco dupes in revenue first.
They lost something worse: cultural momentum.

Then Sasha translates the same lesson for service-based founders, where your feedback loop is faster, your content is your “window display,” and complacency shows up in weeks.

Verdict: Lululemon didn’t get taken out by competition. They got taken out by internal safety, long lead times, and delayed reality.

Episode Timeline
00:00 Welcome to Brand Crimes (Case File Format)
00:45 The Lululemon Confession: “We’ve Become Too Predictable”
02:30 Symptoms: Outlet leggings, boredom, Reddit backlash, cultural decline
04:15 The 12-Month Trap: Why the crime happened 12–18 months earlier
06:10 Consistency vs. Novelty (and why the market punished safety)
09:05 What shifted in 2024 and why Lulu couldn’t pivot in time
12:30 Lessons: Innovation hedge, positioning lanes, complacency vs. predictability
16:10 Operational fixes: small-batch testing, faster feedback, listening posts
19:15 Service brands: content as window display + faster market shifts
23:00 Verdict: You’re always building for a future you can’t fully see

In this episode of Brand Crimes & Other Offenses, Sasha Monique breaks down the Bad Bunny halftime show as a masterclass in brand strategy, category ownership, and cultural authority.

This is a behavioral analysis of the seven industry “crimes” Bad Bunny was expected to commit and how refusing them is exactly what built a $100+ million brand empire.

From infrastructure over virality to political positioning, cultural specificity, and strategic scarcity, this episode dissects what most artists and founders get wrong and how to build a brand that owns its category instead of chasing relevance.

If you’re a founder, artist, or cultural brand trying to scale without selling out, this case file is required listening.

00:00 Introduction to Brand Crimes

00:37 The Bad Bunny Case Overview

02:10 Crime 1: Chasing Visibility Before Infrastructure

04:45 Crime 2: Using Collaboration to Assimilate

07:15 Crime 3: Choosing Short-Term Revenue Over Long-Term Ownership

10:30 Crime 4: Partnering to Elevate Status

13:31 Crime 5: Elevating Community Over Self

17:42 Crime 6: Staying Neutral on Politics

20:33 Crime 7: Diluting Cultural Specificity

24:36 Conclusion and Framework for Avoiding Crimes

Most brands don’t collapse from one catastrophic mistake. They fade from small branding and strategy errors repeated over time.

In this episode of Brand Crimes and Other Offenses, Sasha Monique breaks down the seven most common brand strategy mistakes that quietly destroy momentum. From overdesigning and under positioning to identity drift, narrative incoherence, and creative cowardice.

If you’re a founder wondering why brands fail, why your marketing feels stale, or why a rebrand won’t fix deeper issues, this episode is your forensics report.

In this case file, you’ll learn:

• Why overdesigning is often a symptom of missing strategy
• How under positioning makes brands invisible
• Why trend chasing is brand self-harm
• The real cost of identity drift and brand confusion
• How to course-correct before your brand becomes forgettable

Evolution without identity will be your most expensive invoice.

00:00 Introduction to Brand Crimes
00:42 Episode Two: The Forensics Report
02:12 The Seven Sins That Kill Brands Slowly
02:48 Sin #1: Overdesigning
06:06 Sin #2: Under Positioning
08:41 Sin #3: Trend Chasing
10:31 Sin #4: Identity Drift
12:50 Sin #5: Narrative Incoherence
15:16 Sin #6: Strategic Negligence
17:00 Sin #7: Creative Cowardice
18:27 Conclusion + Next Case Preview