Jasmine Bina: Strategy inherently involves prediction.
I remember reading an article by Jasmine and thinking: I have to ask her to be in the Real Hero blog.
So I asked, and she said yes. (Yes!)
During our conversation, I discovered that Jasmine’s generosity is just one aspect of her multifaceted and productive personality.
Jasmine co-founded Concept Bureau. She is a writer and she regularly publishes her insights on conceptbureau.com, as well as many other publications.
Jasmine also hosts Unseen Unknown, one of my favorite podcasts about culture and strategy. And I’ll let her tell us about her latest project Exposure Therapy, but before going any further Jasmine, tell us about yourself.
Jasmine: I’m Jasmine Bina, a brand strategist and the founder of Concept Bureau. We specialize in partnering with brands that seek to influence cultural trends. Not every brand requires this approach, but for those aiming to introduce new market behaviors or beliefs, it’s often mission-critical. Our focus lies in understanding culture and psychographics, delving into people’s belief systems and the triggers that prompt behavioral or attitudinal shifts. Essentially, we blend social science with cultural anthropology.
I’m fortunate to lead a talented team at Concept Bureau. Our journey began organically. Previously, I ran a PR agency during the early days of the app economy. We worked with clients experiencing rapid growth without fully understanding why. They wanted press coverage but lacked a defined brand identity. This led us to reverse-engineer brands for storytelling purposes. Eventually, we realized our passion lay in branding.
My foray into writing was initially a means of organizing my thoughts. As a small agency, strategic planning felt like preliminary work before diving into PR activities. However, writing gradually led me towards cultural insights, a realm I found increasingly fascinating.
I believe those who are drawn to strategy, regardless of the field, find it inherently enriching.
Engaging in strategic work not only deepens one’s understanding of the world and the market but also fosters personal growth and self-discovery.
This revelation is what fuels my passion for strategy.
Iñaki: How would you define Brand strategy?
Jasmine: In my view, it is about influencing the market’s preferences. When executed effectively, it involves shaping current conditions so that in the future, the market favors your brand above others.
This approach requires foresight and risk-taking, as market dynamics are unpredictable. However, by taking charge of these conditions, you position your brand to attract consumers naturally, rather than tirelessly chasing them.
Brand strategy encompasses more than just marketing or product development. It encompasses every facet of your brand, from products and marketing to public relations and organizational structure. It’s about reshaping the market’s expectations so that your brand emerges as the preferred choice. For instance, Apple transformed electronics into status symbols, conditioning consumers to value not just the physical attributes but also the intangible qualities of their products. Similarly, Equinox redefined gyms as symbols of holistic well-being, shifting consumer perceptions and behaviors.
Successful brand strategy requires synergy across all elements of your brand, gently steering the market towards your offerings. When executed effectively, it redirects the path leading to your competitors, drawing consumers towards your brand instead. That, to me, encapsulates the essence of brand strategy.
Iñaki: Do you think a marketing budget influences the quality of a brand strategy?
Jasmine: Well, when you think of Apple, their strategies were in motion long before the influx of massive budgets or shareholder investments. Apple, Patagonia, and Equinox — each faced significant risks at some point. But if you don’t swing big, then you just don’t have the potential upside. And I will say that I think down markets are some of the best times to swing big. While competitors become more conservative and trim their marketing budgets, there’s less noise, allowing innovative ideas to shine through.
I firmly believe we’re currently witnessing the birth of some of the next decade’s most influential brands.
Strategy inherently involves prediction. To strategize effectively, one must forecast where the market is heading and determine how to influence its direction. Our work revolves around making these predictions, supported by extensive research and a diverse team capable of deciphering current trends and projecting future outcomes. Deciding whether to lead the market or redirect its course isn’t easy, but indecision is the true misstep, as it leaves you at the mercy of market forces.
When you make predictions about the future, you’re essentially staking a claim, telling consumers, “ This is the future we’re building.”
Every step you take toward that future reinforces your brand’s promise and fosters a deeper connection with consumers. Consider Elon Musk — he wasn’t just selling electric vehicles; he was selling a vision of a sustainable future intertwined with technological innovation. Every milestone, setback, or achievement contributed to this narrative, compelling consumers to decide whether to align themselves with his vision.
Many brands approach us not because of branding or product issues, but because they lack foresight regarding the future direction of the market. These brands fail to evoke strong reactions from consumers, which ultimately leads to indifference — a far more perilous state than love or hate. Our strategies are culturally driven and may not be suitable for every brand, but for those seeking to shift market beliefs or behaviors, future prediction and consistent delivery of promises are non-negotiable.
Storytelling plays a pivotal role in projecting this vision and its potential impact. Without effective storytelling, it’s challenging to convey your brand’s vision and the transformative journey you hope to embark upon.
I’m so happy about being part of Exposure Therapy. It’s such a rewarding experience, not just for strategists, I think anybody looking for smart, fun, and forward-thinking conversations would enjoy Exposure Therapy.
Iñaki: Could you tell us about this project for those who are not familiar with it?
Jasmine: Exposure Therapy is a community for strategic minds. This idea stemmed from my belief that strategy isn’t merely something you learn but an ongoing experience. It’s about constantly engaging with ideas, wrestling with concepts, and challenging oneself to evolve strategically. My team and I often find ourselves immersed in internal projects, future casting activities, and deep conversations about topics unrelated to our current work. Yet, these engagements invariably yield insights that shape our strategies months down the line.
Exposure Therapy is a curated community designed for strategic leaders from various backgrounds — CMOs, CEOs, cultural anthropologists, sociologists, and anyone who appreciates the essence of strategy. It’s a high-touch program featuring in-person activities and virtual discussions aimed at exploring diverse topics from multiple angles. Our approach involves not only understanding concepts intellectually but also experiencing them emotionally. We believe in living out the concepts we discuss.
We are in our second month, and we’ve lined up an impressive roster of speakers for March. Our sessions cover traditional topics like positioning, storytelling, personal branding, and community building, as well as cultural explorations such as the meaning of wealth. We strive to push the boundaries of strategic thinking, introducing wild card concepts that challenge participants to engage with strategy in new ways.
Our community philosophy centers around the idea that opportunity tends to favor those already on the dance floor.
In other words, by exposing ourselves to ideas and diverse perspectives, we position ourselves to seize opportunities when they arise.
The concept of the “library in your head” resonates deeply with us — it symbolizes the accumulation of ideas, curiosities, and knowledge that eventually coalesce into meaningful insights.
Iñaki: I’m a big fan of your way of thinking Jasmine. You make strategy sound cool. I’ve always believed that one of the most rewarding aspects of being a strategist is making a living from our natural curiosity.
It’s been a pleasure and a privilege Jasmine.
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