Have you ever stopped to think about what ownership means to us as a culture? Many of us see it as an artifact of the legal system or something that’s decided in courts. We believe it is a self-evident concept that lives outside of us and isn’t really part of who we are, but rather a set of rules that affects our mortgages and our car payments.But ownership is in fact very much a part of what makes us human.Today and throughout history, a mere six competing stories of ownership have dictated how everything in the world is distributed. As resources have become scarcer, everyone from American homesteaders and ranchers, to tech leaders and consumer brands, have created ways to impose their own preferred ownership story in a world where what it means to “own” something is constantly evolving.We speak with Michael Heller and James Salzman, two of the world’s leading scholars and authorities on ownership, and co-authors of the book Mine!: How The Hidden Rules of Ownership Control Our Lives to understand how the concept of ownership has been upending the brand landscape. They explain to us how the rules of ownership change in every generation, and how those changes reveal the true brand frontier, the role of business, and most importantly, a society’s shifting values.  Links to interesting things mentioned in this episode and further reading:Mine!: How the Hidden Rules of Ownership Control Our Lives: https://www.amazon.com/gp/product/B08B5F7NNY/ref=dbs_a_def_rwt_hsch_vapi_taft_p1_i0Drinking Water: A History: https://www.amazon.com/Drinking-Water-History-James-Salzman/dp/1468307118  The Hidden Rule of Ownership (Reason Magazine) https://reason.com/volokh/2021/03/06/the-hidden-rule-of-ownership/?itm_source=parsely-api&amp“Why you don't own the right to recline in your airplane seat” (Salon): https://www.salon.com/2021/03/07/why-you-dont-own-the-right-to-recline-in-your-airplane-seat/“Why barbed wire — yes, barbed wire — was as transformative as the telephone” (TED): https://ideas.ted.com/why-barbed-wire-yes-barbed-wire-was-as-transformative-as-the-telephone/Mine or Not Mine? An Interactive Quiz on the Ownership Secrets Everyone Should Know: https://www.minethebook.com/quiz/“The New York Times Is Giving Up Its Cooking Community Facebook Group With Over 77,000 Members” (Buzzfeed News): https://www.buzzfeednews.com/article/laurenstrapagiel/the-new-york-times-is-abandoning-its-cooking-facebook-groupFor more brand strategy thinking: https://www.theconceptbureau.com/

Unseen Unknown

20: Ownership Anxiety, Brand Storytelling, and the Human Condition

For the fourth and final episode in our series on Systems In Flux, we’re talking about seemingly new emerging forms of spirituality, and how new spiritual brands are positioning themselves to take advantage of our collective movement towards wanting to be both categorized but at the same time free from conventional binary definitions. Everything is being catered more and more to us as individuals—and religion seems to be shifting in that direction, too. Part of that shift is the way we understand what religion is in the first place, and our youngest generations are pushing us further toward newly remixed ideas of spirituality that borrow from a wide range of traditions. Allegra Hobbs is a journalist who’s explored the phenomenon of the Enneagram. The Enneagram is  a newly-revived derivative of the teachings of the Bolivian-born philosopher, Oscar Ichazo, that practitioners believe can lead to improved self-awareness. She found that the Enneagram and other categorizing devices like it have also seemingly crossed over into the mainstream because we find ourselves in a perpetual state of isolation and alienation—something Rachel Lo discovered as she developed the dating app Struck, which helps match people based on their astrological signs.  This episode explores what these new forms of spirituality mean and how they’ve come into the mainstream with the emergence of a new spiritual consumer, and while discussions about spirituality can be challenging for a number of reasons, our conversations ended up revealing surprising potential implications for equity and inclusion in everything from how we find meaningful relationships to how we conceptualize our work. Links to interesting things mentioned in this episode and further reading:“Mucho Mucho Amor” documentary about the legendary astrologer Walter Mercado on Netflix: https://www.netflix.com/title/81200204Psychologist Carl Jung on synchronicity https://artsofthought.com/2020/05/30/carl-jung-synchronicity/Allegra Hobbs’ piece on Medium’s Forge: “The Personality Typing System for Every Personality Type” https://forge.medium.com/the-personality-typing-system-for-every-personality-type-d16a3494fc37Strange Rites: New Religions for a Godless World by Tera Isabella Burton“Like Astrology and Natal Charts? Try the Struck Dating App” (LA Times) https://www.latimes.com/lifestyle/story/2020-09-07/struck-astrology-based-dating-appFor more brand strategy thinking: https://www.theconceptbureau.com/

19: Systems In Flux: Birth of the New Spiritual Consumer

Every single culture and subculture - from states and governments to user segments and brand tribes - falls along the tight-loose continuum. A culture’s tightness or looseness affects people’s perceptions of threat, how they relate to each other, how they consume, and of course the narratives that shape the businesses and brands that form within that culture. In this third episode in our series on Systems In Flux, we’re talking about the invisible systems that make a culture relaxed or rigid, and the surprising tradeoffs involved. Michele Gelfand is a cultural psychologist and author of the book ‘Rule Makers, Rule Breakers’. Her life’s work has been spent researching how tight and loose cultures form in the first place, and if and how they can actually be changed. We talk about how this affects every kind of brand, including international brands, political brands, lifestyle brands, service brands, and CPG.Of all the studied cultural phenomena out there, this is perhaps one of the most important in helping us understand the world at this very moment. Once you understand the concept, it will not only reveal a new perspective on the world of business and branding, it will also reveal the deeper logic beneath the many seemingly illogical things in the world that may have been on your mind lately.Links to interesting things mentioned in this episode and further reading:Rule Makers, Rule Breakers (Amazon):https://www.amazon.com/Rule-Makers-Breakers-Tight-Cultures/dp/1501152939/ref=sr_1_1?dchild=1&keywords=rule+makers+rule+breakers&qid=1619635856&sr=8-1Tightness–looseness: A new framework to understand consumer behavior (Wiley):https://onlinelibrary.wiley.com/doi/abs/10.1016/j.jcps.2017.04.001Why countries with 'loose', rule-breaking cultures have been hit harder by Covid (Guardian):https://www.theguardian.com/world/commentisfree/2021/feb/01/loose-rule-breaking-culture-covid-deaths-societies-pandemicOne Reason Mergers Fail: The Two Cultures Aren’t Compatible (Harvard Business Review)https://hbr.org/2018/10/one-reason-mergers-fail-the-two-cultures-arent-compatibleMindset Quiz: How Tight or Loose Are You? (MicheleGelfand.com)https://www.michelegelfand.com/tl-quizFor more brand strategy thinking: https://www.theconceptbureau.com/

18: Systems In Flux: A Unified Theory of Culture, Branding, and Human Behavior

For the second episode in our series on Systems In Flux, we’re talking about systems of class and taste. In the past 10 years, new brands have emerged, specifically in luxury and premium categories, that point to a divergence in our social systems around what class and taste are, and how they are achieved.Brand strategist and sociologist Ana Andjelic places brands like Telfar, Blenheim Forge, Fly By Jing and Brightland in the Modern Aspiration Economy. This emerging economy trades in taste, aesthetic innovation, curation and environmentalism. And what’s remarkable about these brands is that they have all successfully decoupled class from money, and taste from wealth. In her new book, The Business of Aspiration, Ana explores this decoupling and contrasts the Modern Aspiration Economy to the traditional economy where consumers once signaled their status through collecting commodities, Instagram followers, airline miles, and busy back-to-back schedules. Now, it’s about collecting knowledge, belonging to micro-communities, and leveraging influence.As Ana points out, this new cultural and environmental capital changes the way businesses and entire markets operate. We talked about where and when this decoupling started, the ways in which it has changed global markets permanently, and how brands can trade in this new capital.Links to interesting things mentioned in this episode and further reading:The Business of Aspiration (Ana Andjelic):https://www.amazon.com/Business-Aspiration-Ana-Andjelic/dp/0367554402/ref=sr_1_1?dchild=1&keywords=ana+andjelic&qid=1603952181&sr=8-1Big Fashion’s Niche Future (The Sociology of Business):https://andjelicaaa.substack.com/p/the-end-of-big-fashion How Micro-Communities Transform Aspiration (The Sociology of Business):https://andjelicaaa.substack.com/p/what-micro-communities-mean-for-aspirationFor more brand strategy thinking: https://www.theconceptbureau.com/

17: Systems In Flux: Class, Taste and the Modern Aspiration Economy

Whether it’s brand, behavior, or culture, the more you dig into the systems that affect our lives the closer you’ll come to a conversation about capitalism. In this house episode, Jasmine and Jean-Louis dig into a curious pattern that's emerging across all kinds of markets, a divergent behavior that’s starting to change the rules of the game for brands and consumers.As part of a larger series exploring how divergent systems are shaping the business landscape, we dig into what divergent systems are, how understanding the gap between goals and incentives can become a powerful tool to predict the success of a business and industry, and how the aging infrastructure of capitalism is creating white space for a new set of values, behaviors, and relationships that may come to define the next generation of brands and consumers.For more brand strategy thinking: https://www.theconceptbureau.com/

16: Systems in flux: The hidden divergent forces shaping the next generation of brands, consumers, and capitalism

From the gig economy to the passion economy, changing consumer values are inspiring new brands and business models for creators. Today we’re seeing the emergence of yet another model that’s challenging traditional work - something that VC and Level Ventures partner Sari Azout calls the participatory economy - where fans actually participate in a creator’s success. This model, along with the others, all boil down to customer happiness. Customer happiness may sound trite but it’s likely not what you think it is. It’s definitely not as simple as you think it is. And considering that the user is changing, it’s also something you can’t afford to overlook.We also speak with Ty Givens, customer experience strategist and founder of the WorkforcePro, about engineering the human connection that turns customers and users into fans.Ty talks about how leaders can truly make customer happiness core to their brands and the second order effects that it can have on the company, its employees, and the overall landscape. Links to interesting things mentioned in this episode and further reading:Creator Economy to Participatory Economy (Check Your Pulse #48):https://sariazout.substack.com/p/check-your-pulse-48The Creative Economy, We're Not Really Strangers, and the Immediacy Filter (Check Your Pulse #34):https://sariazout.substack.com/p/check-your-pulse-34On Intentional Work, Level Ventures, and What I’m Investing In (Sari Azout on Medium):https://medium.com/@sariazout/on-intentional-work-level-ventures-and-what-im-investing-in-57809f3d4eb7Customers 2020 - A Progress Report (Walker):https://www.walkerinfo.com/knowledge-center/featured-research-reports/customers-2020-a-progress-reportThe Passion Economy and the Future of Work (a16z):https://a16z.com/2019/10/08/passion-economy/How the Passion Economy will disrupt media, education, and countless other industries (Li’s Newsletter):https://li.substack.com/p/how-the-passion-economy-will-disruptUnbundling Work from Employment (Li’s Newsletter):https://li.substack.com/p/unbundling-work-from-employmentClean color brand Kosas leans further into personal care (Glossy):https://www.glossy.co/beauty/clean-color-brand-kosas-leans-further-into-personal-careFor more brand strategy thinking: https://www.theconceptbureau.com/

15: The Profound Human Connection of Micro-Communities, Participatory Economies and Good Old Customer Service

Self-care and wellness are everywhere around us. From cereal boxes to the makeup counter to furniture rental, CBD sticks, mobile apps and coffee - a new mindset about how to be… but also how to consume, has settled in. As second nature as this may all seem right now, the concept of self-care actually comes from a very radical and politically charged place in recent American history. In this episode of Unseen Unknown, we speak with New York Times journalist and editor Aisha Harris about the connected history of politics, race, gender and identity that underpins the self-care space today, and how it’s many interpretations reflect our American culture.The history or self-care and wellness is deep and rich, stemming from the civil rights movement, Black and LGBT communities, the hippie wellness movement of the 1960s, and then going mainstream with a new political resurgence after the 2016 election.We also speak with founder Jerome Nichols of The Butters, a self-care beauty brand and cult favorite that signals a new approach in the space among upstarts looking to bring self-care back to its communal roots through very intentional branding and user experiences. Links to interesting things mentioned in this episode and further reading:A History of Self-Care (Slate):http://www.slate.com/articles/arts/culturebox/2017/04/the_history_of_self_care.html   ‘Self-care’: how a radical feminist idea was stripped of politics for the mass market (The Guardian):https://www.theguardian.com/commentisfree/2019/aug/21/self-care-radical-feminist-idea-mass-market You Feel Like Shit: An Interactive Self-Care Guide:https://philome.la/jace_harr/you-feel-like-shit-an-interactive-self-care-guide/play/index.html Post-election, Minorities Are Taking Self-Defense Classes In Droves (Slate):https://slate.com/human-interest/2017/01/post-election-minorities-are-taking-self-defense-classes-in-droves.html Inside the $2,000-a-Month, Invite-Only Fitness Clubs (Elemental):https://elemental.medium.com/inside-the-2-000-a-month-invite-only-fitness-clubs-b44dc031bf54 How Self-Care Became So Much Work (Harvard Business Review): https://hbr.org/2018/08/how-self-care-became-so-much-work Body and Soul: The Black Panther Party and the Fight against Medical Discrimination (University of Minnesota Press):https://www.amazon.com/Body-Soul-Panther-against-Discrimination/dp/0816676496 Understanding the radical history of self-care is essential to practicing it successfully (Hello Giggles): https://hellogiggles.com/lifestyle/health-fitness/understanding-radical-history-of-self-care/ The Dark Truths Behind Our Obsession With Self-Care (Vice): https://www.vice.com/en_us/article/zmdwm4/the-young-and-the-uncared-for-v25n4 Where Group Prayer Meets Group Fitness (New York Times):https://www.nytimes.com/2020/05/19/style/religious-fitness-wellness-streaming-coronavirus.html For more brand strategy thinking: https://www.theconceptbureau.com/

14: The Radical History of Self-Care & the New World of Wellness Branding

There is no doubt that right now we are living through the most consequential time of our generation to-date. Today’s social and political climate begs the big question, ‘Who are we, really?’ As BLM, societal tensions and the added pressure of a pandemic force us to take a candid look at ourselves, the clues to answering that question lie in our online and offline spaces.Author and sociologist Tressie McMillan Cottom joins us for an intimate discussion on how the mechanics of the internet, social media, digital marketing and real-life institutions amass power along racial and gender lines, and what they tell us about the American identity. We discuss how certain cultural narratives create our understanding of ourselves and others, how consumption is becoming increasingly political, how inequality manifests in our digital realms, and the role that brands play in the larger discussion.We also discuss how things like Instagram filters, memes, the technology disruption cycle and platform economics accelerate our notions of race, gender and class even more efficiently than their irl counterparts. Links to interesting things mentioned in this episode and further reading:Upending Stereotypes of Black Womanhood with “Thick” (The Daily Show):https://youtu.be/EYNu6yvv8HU Hear To Slay: The Black Feminist Podcast Of Your Dreams (Luminary):https://www.heartoslay.com/ Feminist and Sociology Professor Tressie McMillan Cottom (PBS/ Amanpour & Co.):https://openaccess.city.ac.uk/id/eprint/22109/ The Coded Language of For-Profit Colleges (The Atlantic):https://www.theatlantic.com/education/archive/2017/02/the-coded-language-of-for-profit-colleges/516810/ What does it mean to be a ‘Karen’? Karens explain (The Guardian):https://www.theatlantic.com/technology/archive/2020/05/coronavirus-karen-memes-reddit-twitter-carolyn-goodman/611104/ When Luxury Stores Decorate Their Riot Barricades With Protest Art (New York Times):https://www.nytimes.com/2020/06/22/opinion/corporate-brands-protest-art.html   Does the U.S. Still Have a ‘Middle Class’? (The Atlantic):https://www.theatlantic.com/ideas/archive/2018/11/what-does-middle-class-really-mean/574534/For more brand strategy thinking: https://www.theconceptbureau.com/

13: Race, Identity & Power In Our Online/ Offline Spaces

When Steven Galanis and his cofounders launched Cameo in 2016, they noticed two things happening in the celebrity landscape: 1) fame itself has blown up, with more celebrities existing than in any other time in history, and 2) that these celebrities collectively enjoy more fame than their counterparts in the past. The overall mass of celebrity is increasing, and Cameo was built as a marketplace to give that celebrity mass more efficiency in reaching its fan base, and of course, monetizing it. As Cameo approaches its millionth video made, the company has unlocked an enormous well of unmet demand, and become one of the fastest growing marketplaces in the US.In this episode, we speak with Cameo’s cofounder Steven Galanis about the cultural drivers that make a company like this possible during a time like now, and how he made some very specific decisions in positioning and branding that have started to pay off.We also speak with sociologist and author Chris Rojek about how the nature of celebrity culture has changed over recent years, spawning the modern lifestyle influencer and a culture of self-disclosure that provides this new figure with their audience. We also discuss Rojek’s research on parasocial relationships and “presumed intimacy” in order to understand what is happening in the space and the emotional layer of celebrity-fan relationships that drives our behavior. Links to interesting things mentioned in this episode and further reading:How Cameo Turned D-List Celebs Into a Monetization Machine (Marker):  https://marker.medium.com/how-cameo-turned-d-list-celebs-into-a-monetization-machine-d0774e6a480f Cameo Is Weirder Than Anyone Expected (The Atlantic): https://www.theatlantic.com/technology/archive/2020/02/cameo-and-meaning-modern-celebrity/607096/ Fame Attack (Chris Rojek): https://www.amazon.com/Fame-Attack-Inflation-Celebrity-Consequences/dp/1849660719 The Belle Gibson scandal: The rise of lifestyle gurus as micro-celebrities in low-trust societies (CityLibrary, University of London): https://openaccess.city.ac.uk/id/eprint/22109/ Miquela, the Uncanny CGI Virtual Influencer, Signs With CAA (Variety): https://variety.com/2020/digital/news/miquela-virtual-influencer-signs-caa-1234599368/ The a16z Maretplace 100 (Andreessen Horowitz): https://a16z.com/2020/02/18/marketplace-100/For more brand strategy thinking: https://www.theconceptbureau.com/

12: Celebrity Culture, Platform Brands and Parasocial Relationships

Brands are facing the fact that loneliness has become a part of our identities, crisis or not. But you can’t talk about loneliness without talking about the meaning of rituals first. As society becomes more secularized and isolated, we struggle to find the self-defining connection that rituals once afforded us. The weekly gathering that separated work from rest, the rituals of birth and death, the seasonal rituals of growth and change - all of these have been fading from our identities, and perhaps accelerated out of our lives with the arrival of COVID-19.Many tech and D2C brands have rushed in to fill the gap, but as the after-effects of crisis set in and we emerge from the collective trauma of social distancing and major economic loss, loneliness and ritual will take on radically new meanings.In this episode, we speak with three people whose work and research has significantly impacted our understanding of loneliness and human connection today:  Sasha Sagan, daughter of Carl Sagan and author of the social history book “For Small Creatures Such As We”, Harvard social scientist Kasley Killam, and Danielle Baskin, founder of the social connection app Dialup. If rituals and traditions are the glue that keeps us together and protect us from disconnection, then it's important to understand how they are created, what makes them work, and how they frame our perceptions of things like time, pain and meaning.We explore models of ritual, different frameworks for connection, and how loneliness can actually pivot our lives in surprising ways.Links to interesting things mentioned in this episode:Sasha Sagan: "For Small Creatures Such As We" (Talks at Google):  https://youtu.be/Sk0tYv3T0pY  How To Find Meaning In Suffering (Scientific American): https://www.scientificamerican.com/article/how-to-find-meaning-in-suffering/  Finding Connection and Resilience During The Coronavirus Pandemic (Scientific American): https://www.newyorker.com/news/our-columnists/coping-camaraderie-and-human-evolution-amid-the-coronavirus-crisis?itm_content=footer-recirc  'It's like a remote sleepover': my week meeting quarantined strangers (The Guardian): https://www.theguardian.com/lifeandstyle/2020/mar/27/quarantine-chat-app-coronavirus-phone-calls-isolated-peopleFor more brand strategy thinking: https://www.theconceptbureau.com/

11: Who We Become When We’re Lonely & The Rituals That Will Save Us

A lot has been said about branding and behavior at the individual or tribal level, but perhaps even more interesting is how these concepts work at the government level. How can government bodies use different psychological and branding techniques to change behaviors around work, life, and crisis situations like the one we’re living in now with COVID-19? Even more importantly, how can choice, perception and permission be leveraged for a more fruitful society after a crisis has passed? Rory Sutherland, prolific writer and author of ‘Alchemy’, Vice Chairman of Ogilvy and TED Speaker whose videos have received over 6.5 million views talks to us about the psychology that is often missing from economic models, and how behavior can be profoundly changed not by punitive enforcement, but by speaking to our very human inclinations. Rory’s work has boldly explored human psychology and behavior for global airlines, international conglomerates and of course, governments. He calls himself an anarchist, some have called him a contrarian, and NPR has labeled him one of the leading minds in the world of branding.In our conversation with him, we explore models of human behavior, social norms, belief systems and the nuance of what he calls America’s “gloriously optimistic consumer base”.Links to interesting things mentioned in this episode:What’s The Difference Between Real and Perceived Value?: https://www.npr.org/2014/05/09/308756512/what-s-the-difference-between-real-and-perceived-value Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life (Harper Collins): https://www.harpercollins.com/9780062388414/alchemy/ A Few Things Governments Could Learn From Marketers (TEDx): https://www.youtube.com/watch?v=ir00E2gVOyg For more brand strategy thinking: https://www.theconceptbureau.com/

10: The Power of Perception, Permission and Choice in Society and Government

The big question: how is a brand supposed to act during a pandemic? How can CEOs and brand owners serve their users in a meaningful way while still struggling to survive themselves? It’s a difficult situation that requires sensitivity, listening and an open mind. In this house episode, Jean-Louis and Jasmine survey the current brand landscape for examples of companies that are doing it right. From Marriott’s open display of vulnerability to Parsley Health’s implicit giving of permission and Cameo’s smartly aligned feel-good content - the answer to this dilemma is never as simple as “We’re here for you” founder letters and reduced prices. To really serve your users, you have to read the room and know one thing: business may be slowing, but culture is accelerating. While all of us are holed away in our homes and commerce quiets down, our norms and beliefs are silently evolving in the background. Among other things, automation will change our relationship to work, a retreat to nostalgia will further the divide between Gen Y and Z, and a sense of self-sufficiency will change how we view our most intimate spaces.  Throughout the episode we try to predict what the future may hold in a time of quarantine because, like all strategy, you can’t see your next move if you can’t envision how the world will change. Links to interesting things mentioned in this episode:The Moral Meaning of the Plague (New York Times): https://www.nytimes.com/2020/03/26/opinion/coronavirus-meaning.html Is This the End of Influencing as We Knew It? (Vanity Fair): https://www.vanityfair.com/style/2020/04/influencers-coronavirus-arielle-charnas-escape-new-york Health care workers aren’t just “heroes.” We’re also scared and exposed. (Vox): https://www.vox.com/2020/4/2/21204402/coronavirus-covid-19-doctors-nurses-health-care-workers What Everyone’s Getting Wrong About the Toilet Paper Shortage (Marker): https://marker.medium.com/what-everyones-getting-wrong-about-the-toilet-paper-shortage-c812e1358fe0 ‘You have to be hypersensitive’: As the coronavirus spreads, standard PR strategies are falling flat (Glossy): https://www.glossy.co/fashion/you-have-to-be-hypersensitive-as-the-coronavirus-spreads-standard-pr-strategies-are-falling-flat Coronavirus Will Change the World Permanently. Here’s How. (Politico): https://www.politico.com/news/magazine/2020/03/19/coronavirus-effect-economy-life-society-analysis-covid-135579?cid=apnFor more brand strategy thinking: https://www.theconceptbureau.com/

9: What should brands be doing in the time of COVID-19?

Times of uncertainty have a way of revealing the mindset of a society, and today’s imminent threats - from COVID-19 to political instability and global warming - are revealing a mental shift that emotion-led brands are responding to. A new league of brands has created businesses around beautifully designed, high style, premium disaster kits and products that are suddenly relevant in a space that’s gotten very little attention in the past. Meanwhile, the world’s elite have invested in luxury bunkers, exotic real estate and indulgent doomsday plans. When did disaster preparedness become so fashionable? What can these companies teach us about branding in a time of crisis?We speak with BBC and Vox journalist Colleen Hagerty, eschatologist and end-of-world expert Phil Torres, and founders Ryan Kuhlman and Lauren Tafuri of the popular disaster kit brand Preppi to explore the different narratives and deep rooted human beliefs that make sense of this trend. Don’t be misled by beautiful design and luxury veneers. There’s something going on in the subtext here that can explain a meaningful shift in our cultural values.  Links to interesting things mentioned in this episode: Exploring Our Endless Obsession With the End (Psychology Today): https://www.psychologytoday.com/us/blog/about-thinking/201602/exploring-our-endless-obsession-the-endPsychology Reveals the Comforts of the Apocalypse (Scientific American): https://blogs.scientificamerican.com/observations/psychology-reveals-the-comforts-of-the-apocalypse/Most Americans are not prepared for a disaster. Now survival kits are all over Instagram. (Vox): https://www.vox.com/the-goods/2020/3/2/21151040/disaster-prep-survival-prepper-kit-judy-kim-kardashian-hurricane-fireThe US Town Prepping for ‘Devastating’ Disaster (BBC): https://www.bbc.com/news/av/world-us-canada-43841897/the-us-town-prepping-for-devastating-disasterDoomsday Prep for the Super Rich (The New Yorker): https://www.newyorker.com/magazine/2017/01/30/doomsday-prep-for-the-super-richHow To Think Like A Brand Strategist (including a study on Costco) (Medium): https://medium.com/swlh/how-to-think-like-a-brand-strategist-4b5b5ec128c5For more brand strategy thinking: https://www.theconceptbureau.com/

8: How We Consume Fear in a Time of Crisis, and the Brands That Change the Story

Brands like Ring and Billie leverage the uncertainty of our changing value systems to create new interest in old paradigms. In other words, they play with cultural constructs: arbitrary systems determined by our culture or our community, rather than a truth that stems from an immovable aspect of human nature. They prove that when constructs start to change, real brand opportunities start to emerge. In this house episode, Jasmine and Jean-Louis talk about some of the biggest constructs defining our lives right now, from the nuclear family and privacy to gender and personal hygiene. These are constructs in limbo, creating a new brand whitespace for smart companies to play in.They are also constructs that affect our everyday decisions. Some may seem inconsequential, others may seem like they are fading, but don't be fooled. Many of our archaic constructs are alive and well, dictating how we move within our lives. Links to interesting things mentioned in this episode:The Nuclear Family Was A Mistake (The Atlantic): https://www.theatlantic.com/magazine/archive/2020/03/the-nuclear-family-was-a-mistake/605536/How Ring Transmits Fear To American Suburbs (Vice/ Motherboard): https://www.vice.com/en_us/article/ywaa57/how-ring-transmits-fear-to-american-suburbsResonate (Nancy Duarte): https://www.duarte.com/resonate/Metaphors We Live By (George Lakoff and Mark Johnson: https://www.press.uchicago.edu/ucp/books/book/chicago/M/bo3637992.htmlFor more brand strategy thinking: https://www.theconceptbureau.com/

7: Cultural Constructs Are The Real Brand Opportunity

The undercurrent of burnout in American society and has opened the doors to a whole new breed of D2C branding that promises to heal us from the ills of the modern world. From analyses to antidotes, our obsession with burnout is changing the way we consider products and consider ourselves.In this episode, we speak with Emmett Shine, cofounder of Pattern Brands, and previous cofounder of the lauded branding agency Gin Lane. Emmett and his team have created some of the most powerful D2C brands of the past decade including Harry’s, Hims, Recess, Everlane and Warby Parker, and now his own sub-brands Equal Parts and Open Spaces… all, in some way or another, speaking to the larger burnout narrative.We also speak with psychotherapist Abby Krom who has researched an emerging form of burnout among millennials called The Burden of Potential. She sees an even deeper shift in millennials and Gen Z who are negotiating the tension between wanting to achieve, and not wanting to be vulnerable. Her work explores how these conflicting needs are exhausting us emotionally and physically.Links to interesting things mentioned in this episode:How Millennials Became The Burnout Generation (Buzzfeed): https://www.buzzfeednews.com/article/annehelenpetersen/millennials-burnout-generation-debt-workReleasing Yourself From the Burden of Potential (Medium): https://medium.com/@abbykrom/releasing-yourself-from-the-burden-of-potential-4b982872a1e7The Company That Branded Your Millennial Life Is Pivoting To Burnout (Buzzfeed): https://www.buzzfeednews.com/article/annehelenpetersen/millennial-burnout-startup-gin-lane-pattern-equal-partsWhat Having A "Growth Mindset" Actually Means (HBR): https://hbr.org/2016/01/what-having-a-growth-mindset-actually-meansLosers (Netflix): https://www.netflix.com/title/80198306Work as identity, burnout as lifestyle (Ezra Klein Show): https://podcasts.apple.com/us/podcast/work-as-identity-burnout-as-lifestyle/id1081584611?i=1000436045971What is burnout? (vlogbrothers): https://www.youtube.com/watch?v=xKEzeJz8ys4For more brand strategy thinking: https://www.theconceptbureau.com/

6: Burnout Brands and the Burden of Potential

Unseen Unknown is a brand and business strategy podcast about the hidden threads that connect even the most distant of cultural concepts. We look at the emerging trends and behaviors that may be pointing to a deeper truth and ask the bigger question, “Why is society moving in this direction, and how can we apply it to business?” We believe if we can’t see it in our culture, then we can’t know it in the market. From retail and consumerism to politics, gender, identity and values, there are patterns everywhere that illuminate a path forward for brands. Your hosts, Jasmine Bina and Jean-Louis Rawlence, are brand strategists and futurists that explore these questions every day in their work for companies around the world. We’ll be interviewing thought leaders and domain experts both within brand strategy and outside of it. Expect to hear from people from all walks of life: artists, scientists, CEOs, journalists, professors, technologists and everyone in between. If you’re a founder, leader, storyteller or creator, this podcast will compel you to think at a macro level you haven’t considered before. We also write and publish videos on everything brand strategy. You can see all of that here: https://www.theconceptbureau.com/

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Unseen Unknown

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