James Connell, CEO of baby lifestyle brand Loulou Lollipop, joins Will Laurenson to unpack what brand really means in modern e-commerce. Drawing on nearly 30 years of experience, James explains why product quality is now table stakes and how trust, service, and storytelling drive differentiation. The conversation covers gifting strategy, B Corp values, execution over perfection, hiring for culture, and scaling through retailers and distributors. James also shares how AI could reshape online shopping into a more human, inclusive, and experiential channel.