Let’s talk about something that’s been bugging a lot of us lately – and yes, it has everything to do with Blake Brown’s recent “community-focused” video. You’ve probably seen it by now: the one where Blake goes on about how important community is to their brand. How it’s all about the experience, how they value feedback, how much they care about each other at Blake Brown. Honestly, it’s packed with so many soft-focus buzzwords and vague feel-good statements that it feels less like communication and more like an exercise in saying a lot without saying anything at all.
Let’s just call it what it is: word salad.
And not the tasty kind.
We get it, Blake – you’re trying to come across as relatable, heartfelt, and invested. But when the one word you keep repeating is “community” without any real substance behind it, it starts to feel like you’re trying to distract us with niceness rather than address what really matters.
So Here’s the Real Question:
What about Justin?
What about the fact that Justin spent five years working on the movie version of It Ends With Us before production even started? What about his creative vision, his dedication, and the sacrifices he made to bring Colleen Hoover’s book to life? How does that fit into this magical idea of “community” you keep talking about?
Because last time I checked, real community means supporting the people who helped build the dream. Not brushing them under the rug. Not ghosting them when it's time to shine. And certainly not reaping all the benefits while conveniently leaving out their contribution.
Blake, you keep talking about how “personal” the brand is to you and how you’ve “worked so hard” for seven years. Cool. But the project didn't start with you. The blood, sweat, and creative tears that went into it? A huge chunk of that came from someone else. And when you ignore that – when you act like this has always been your baby – it doesn't sit right.
Let’s Be Honest…
This feels less about community and more about control. About turning a meaningful story and a team effort into a brand moment. The vibe I got from that video wasn’t “we care about everyone.” It was “we care about our image, and how to turn this into clicks, likes, and sales.”
And look, I’m not the only one saying this. People are waking up. There are conversations happening about how this feels like another instance of someone putting on a sweet, polished act for their own gain while quietly stepping on the very people who helped them get there.
You say you want feedback, Blake? Okay, here it is.
You can’t build an empire on someone else’s back and then pretend they never existed. That’s not community. That’s branding. And the two aren’t the same.
The Meghan Markle Parallel
I don’t want to derail into royal gossip, but the comparison is hard to ignore. Meghan Markle has also built a brand around kindness, empowerment, and authenticity – but there’s this strange disconnect. It’s all warmth and smiles when promoting her own ventures (cookbook, docuseries, podcast, etc.), but when it comes to acknowledging the pain others might feel – or the damage done in the process – the warmth disappears.
Both Meghan and Blake seem to follow this pattern: sweet smiles when the spotlight is on them, silence or deflection when the hard questions come. It's like they want to curate an image of compassion, but not practice it when it counts.
That’s not authenticity. That’s marketing. And people are starting to see through it.
“Consequences? What Consequences?”
Let’s not forget that actions have consequences. Whether it’s a lawsuit, a media comment, or who gets credited in a major project, the choices you make affect people. Real people. And when those people are tossed aside or ignored, it’s a betrayal of everything you claim to stand for.
It’s easy to post a video with a cozy backdrop, perfect lighting, and a sweet tone of voice. It’s much harder to be honest. To admit mistakes. To credit others. To make things right.
But that’s what real leadership is. That’s what real community looks like.
Receipts Matter
If Blake Brown wants people to trust them again, they need to show receipts. Who was involved in the early stages of the project? Who pitched what? Who gave their time, energy, and talent to shape the brand or the movie? Acknowledge it. Be transparent. Don’t sweep it under the rug with vague promises and “we care about feedback” lines.
The truth is: your audience is smart. We see through fake sweetness. We recognize performative kindness. And no amount of adorable Instagram reels, PR campaigns, or flowery words can cover up what’s really going on.
Sales Tell the Story
Word on the street (and on TikTok) is that products have been pulled from stores like Target. And if that’s true, it’s not just about people being “haters.” It’s about people voting with their wallets. People who feel betrayed, unseen, and talked down to are no longer falling for the glossy branding. They want authenticity. They want accountability.
Cute branding can only get you so far. What really builds loyalty is integrity.
Be Better
If you say you care about community, prove it. Start with the people who helped you build what you now proudly call yours. Start by showing up for colleagues, partners, and creative voices like Justin, who gave five years of his life to help shape something meaningful.
Being “deeply personal” about your brand doesn’t mean making it all about you. It means honoring the journey and the people who made it possible. Otherwise, don’t be surprised when people stop listening.
Because at the end of the day, real community doesn’t need branding. It needs action.