Sundance Film Festival: How A Place Built A Brand and Why Leaving Changes Everything

October 27, 2025Nina KovnerPodcast

In this episode of BUILDING & BREAKING, we’re talking about why the nostalgia macro trend has become one of the most powerful trust-building forces in business and why so many brands are leaning into the familiar, the simple, and the human.

Through the story of Sundance Film Festival and its decision to leave Park City, Utah, we take a closer look at what happens when a brand abandons the very home that built its experience and value, and why nostalgia isn’t about the past; it’s about trust.

From film to beauty, the message is the same: your experience is your brand. Nostalgia might look like a place, one of the ‘little things’, a sound, or a feeling, but in every case, it’s an emotional connection. And when you trade that for scale or change without a new brand story, you risk breaking the very trust you’ve spent years building.

In This Episode
Why nostalgia is more than a trend, it’s a strategy grounded in emotional connection with the people you serve
How brands like Sundance lose their differentiators when they abandon their foundation (brand story)
Why consistency is still the most powerful tool we have in business

If you’re ready to stop guessing, stop chasing, and start making decisions for your business with clarity and intention, that’s exactly what we do inside MENTORED. with Nina L. Kovner

We build your brand story together so every decision, post, and client experience comes from clarity, not chaos. To join us, tap Subscribe on the Passion Squared Instagram page here.

Because clarity builds consistency, and consistency builds trust. And that’s what builds brands that last.

Thank you for listening and sharing this episode with your business besties!

Apple: How Brand Clarity and Experience Design Built Trust and Reinvented An Industry

October 27, 2025Nina KovnerPodcast

Apple didn’t just design products; they designed and consistently delivered an experience.

In this episode of BUILDING & BREAKING, we look at how Apple used brand story clarity and experience design to build trust, reinvent retail, capture a significant share of the computer market, and reshape an entire industry, and what happens when that trust starts to erode.

In This Episode

  • How Apple’s brand story clarity and simplicity became its greatest competitive advantage
  • Why experience design, not advertising, built Apple’s success
  • The moment the rebel brand started to drift and what that teaches us about alignment, consistency, and trust
  • What salons and beauty brands can learn about designing experiences that create loyalty and belonging
  • Why brand story must come before strategy, and how clarity and consistency build trust that lasts

Apple didn’t invent the phone, the computer, or the music player; they reimagined what it felt like to use them. They made tech human, built loyalty through design, and told a story people could live in.

And salons and beauty brands? We can do the same.

If you’re ready to stop guessing, stop chasing, and start making decisions for your business with clarity and intention, that’s exactly what we do inside MENTORED. with Nina L. Kovner

We build your brand story together so every decision, post, and client experience comes from clarity, not chaos. To join us, tap Subscribe on the Passion Squared Instagram page here.

Because clarity builds consistency, and consistency builds trust. And that’s what builds brands that last.

Thank you for listening and sharing this episode with your business besties!

Why I Resisted Creating My Personal Brand (And Why I Can’t Anymore)

September 18, 2025Nina KovnerPodcast

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 launched Passion Squared in 2012

·  Why wasted time, money, and energy are eroding trust in our industry

·  What this rebrand means for me, and the brand lessons it holds for you

And if you’re a hairstylist, beauty professional, salon owner, creative, educator, or coach who’s craving brand, business, and healthy boundary mentorship you can trust, with clarity, context, care, and a fuck-ton of love, then MENTORED. was created for you. And if you are a pro beauty brand or distributor looking to create more value for the people you serve, MENTORED. is for you too!

To join MENTORED. simply tap Subscribe on the Passion Squared Instagram Page @passionsquared

Thank you so much for listening and sharing with your business besties!

GAP: A Legacy Brand Finds Its Relevance Again By Reclaiming Its Soul

August 30, 2025Nina KovnerPodcast

    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 made people fall in love with them in the first place.

    In this episode

    ·       Why growth without clarity leads to confusion and broken trust

    ·       How cosmetic fixes like logos rarely solve deeper brand problems

    ·       The leadership lesson: brand clarity first, then building a team of brand stewards

    ·       How to evolve your brand in ways that feel relevant today without abandoning your core brand promises

    At the end of the episode, I also share a personal note on closing A School and the launch of my next chapter, MENTORED, an accessible, affordable, and actionable way to help thousands more people, and meeting you where you’re at on Instagram. Be sure to follow @passionsquared on IG to join MENTORED. when we open on September 15th. OMG, it’s all happening!

    Thank you for listening and sharing with your business besties!

      e.l.f. Cosmetics Revisited: The Broken Brand Promise We Didn’t Expect

      August 21, 2025Nina KovnerPodcast

        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 mission 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.

        PS: Mentored. with Nina L. Kovner is coming soon. Be sure to follow @passionsquared on Instagram to be the first to know when Mentored. launches!