The Brand Builder's Playbook // The Partnership Payoff: Picking the Right Collaborations // With Kristen D’Arcy (True Religion)

Episode notes

What do LEGO, Megan Thee Stallion, and a Ford Mustang have in common? They’re all proof that the right partnership can supercharge a brand.In the sixth episode of The Brand Builder’s Playbook, hosts Jim Stengel and Ryan Barker, joined by guest co-host Lindsey Wehking, explore why not all partnerships deliver equal value…some enhance brand equity, while others can dilute it.This week’s guest is Kristen D’Arcy, Chief Marketing Officer and Head of Digital Growth at True Religion, who unpacks how collaborations and partnerships drive growth, cultural relevance, and long-term brand equity. From bold campaigns with Megan Thee Stallion to unexpected collabs with Ford, True Religion demonstrates how math, magic, and cultural insight come together to keep a brand not just alive, but thriving.Kristen shares the playbook behind building a culture of collaboration inside the marketing team, tapping into subcultures that matter, and designing partnerships that actually move the needle.Bottom line: when you know your customer and lean into culture, partnerships don’t just create moments, they create momentum.

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