Brand Strategy Masterclass
Our new course on how to build a culture brand.
When I first started writing about cultural brand strategy a decade ago, I didn’t really know what I was doing. I was writing to find my process, and a couple of my early pieces, like the 16 Rules of Brand Strategy went viral on Medium. That’s when I knew there were other people like me that were reaching for a way to do brand strategy differently - strategy that tapped into the latent psyche of culture and helped bring forward new worlds and realities that didn’t exist yet, but were waiting to be born.
You and I, we love culture. We love understanding how people make lives for themselves, and the art and ideologies and subcultures that come from that. We love understanding how markets, which are just emergent systems made of people, reorganize around new meaning. Hence, “Make New Meaning” became our tagline at Concept Bureau, and it’s still plastered across our site today.
Many of you have been on this journey with me for many years, and many of you have asked us if we’d be willing to do a course sharing our processes. Both our readers and course companies have reached out, but I’ve always been hesitant because 1) our process was always evolving, and 2) we’ve never really met the right platform partner.
But both of those things recently changed.
My team and I have been working on some really exciting projects for 2026 that I think you will love, and the first is being launched today: our Brand Strategy Masterclass on Maven.
When the amazing folks at Maven asked us if we’d be open to creating a brand strategy course, we knew they were the right fit. They don’t do bloated BS courses, and they know that real knowledge isn’t always in a university. It’s out in the field.
But more importantly, after years of iterating, my team and I have a process that is solid enough to build world-class brands, but flexible enough to grow with you. That’s what I’m most excited about.
This course is a complete end-to-end system for building culture defining B2C brands. We’ve spent over a decade building brands at places like Nike, Feeld, Seed and Upwork, that change consumer perceptions and shape markets. Our framework gives you what you need to build something durable and differentiated. And hard to dislodge.
It was really important to us to make it practical as well, taking you from insight to strategy development to clear action in 3 weeks. These are real market tested tools for finding opportunities you can own, with no fluff. And it’s a repeatable and reliable system.
But it’s not for everybody. This is for anyone or any brand who:
Is B2C and plays in culture
Needs to change an entrenched belief or a behavior in order to win their market
Knows their positioning isn’t strategic over the long term
Has a product customers love, but prospects don’t understand
Senses a cultural shift that they can speak to, but doesn’t know how to seize it
Needs a strategy that will break silos and work across a company, from marketing and sales to culture and product
I’ll always freely share our thinking and insights across our articles, videos, and podcast (relaunching very soon!). Sharing those ideas is as valuable for me as it is for anyone else because it’s my version of building in public. It reveals to me what I’m really thinking, and how it fits into the wider school of thought so many of you are building alongside me. It’s my absolute favorite part of all of this.
But if you want something more, something that delivers a full system that you can run with right now for your own brand, then this course is for you. It will be intense, but it will be rewarding.
For some of you, it will be exactly what you’re looking for.
Excited to see you inside.
Yours,
I’m Jasmine Bina, and I’m a brand strategist and cultural futurist.
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Excited for this!
I can't wait!!!