Brand strategy expert Bradley Skaggs reveals why most beauty brands are built on the wrong foundation — and how AI is making it worse. In this episode of the Retained Podcast, we sit down with Bradley Skaggs, co-founder of SKAGS, a New York City brand strategy and creative studio, to uncover the secrets of building a strong brand identity in the AI era. Bradley, trained as an architect, shares his unique perspective on brand building, emphasizing the importance of a solid foundation and a distinct core truth. Skaggs works with top brands like Charlotte Tilbury and Estée Lauder, and Bradley and Jonina personally lead every engagement.

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We dive into the common pitfalls brands face, especially the mistake of imitating others. Bradley explains why this approach rarely succeeds and how AI, while powerful, can exacerbate the problem by reinforcing common patterns. He reveals how Skaggs uses "Actual Intelligence" to combine AI's efficiency with human creativity, ensuring brands find their unique signal amidst the noise.