Brand strategy isn’t about fooling anyone—it’s about alignment. A great brand isn’t built on lies; it’s built on consistent actions that match the message. Ellen’s failure wasn’t too much strategy—it was a lack of it. Her actions clashed with the kindness her brand promised, and that’s what people turned on.

Calling it “strategy to fool the audience” completely misses the point. Good branding is earned, not faked. When actions and values align, no “curtain” is needed. Ellen didn’t fail because she had a brand—she failed because she didn’t live up to it.