Brand Strategy Masterclass
Jasmine Bina
Co-founder & CEO @ Concept Bureau
Jean-Louis Rawlence
Co-founder & CSO @ Concept Bureau
This course is popular
6 people enrolled last week.
Build a world-class brand strategy
Brand strategy will make or break your company, but no one knows how to actually do it well.
You have conviction about the brand. You know what makes it valuable. But you can't arrive at a powerful strategy that withstands the market or even the organization.
That's not an execution problem. The concept underneath the brand isn't deep enough.
The entire field teaches brand strategy as a business discipline. Positioning. Differentiation. Competitive analysis. But brands live in culture. When the concept isn't connected to cultural forces, it has no structural foundation. Everything downstream suffers.
Ideas are technology. Meaning is engineered. Cultural forces are readable, structured, powerful enough to build on. We spent ten years synthesizing sociology, semiotics, behavioral science and anthropology into one operational methodology for brand. This course is that methodology, end to end.
You bring your brand. Rebuild from further upstream than you've ever gone. 3 weeks that compound into months of velocity. You leave with a core concept, a cultural research system, and a conviction framework. Strategy with structural power to drive through execution.
[Price increases after this week.]
What you’ll learn
Learn by doing. Throughout this course, you’ll apply every framework, tool, and technique to your own brand strategy project.
Diagnose cultural and market conditions using tools like conditioning, distance, play spaces, and tight vs. loose cultures
Identify cultural vacuums, behavioral tension, and unmet emotional demand to predict where belief and behavior are headed next
Understand where your category sits on the market curve, and what that means for growth
Move beyond surface-level differentiation to positioning that creates pull
Define the tension your brand plays in, and how it reframes the category
Clarify your audience’s permissions and the value your brand is allowed to create
Learn how to solve multiple strategic problems with a single, powerful concept
Develop a core brand concept that aligns strategy, story, product, and experience
Define a clear brand belief and narrative that changes how people see the world
Translate strategy into brand story, voice, and framing
Learn how belief change actually works and why identity is the lever
Use semiotics, myth, and persuasion to design meaning intentionally
Learn conviction management: how to stand behind a bold strategy with confidence
Sell your strategy internally to leadership, teams, and skeptics
Break silos between marketing, product, sales, and leadership
Practice using the tools on your own brand or a real case study
Leave with workbooks, toolkits, and strategic artifacts you can reuse
Build confidence not just in this strategy but in your ability to create the next one
Who this course is for
Brand and Marketing Leaders - Who want to build a defensible brand strategy
Founders - Who want to build culturally resonant and impactful consumer brands
Brand Strategists - Who are looking to systematize their strategy process
What's included
Live sessions
Learn directly from Jasmine Bina & Jean-Louis Rawlence in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Practical cultural & market insights
Original research and insights to help guide your brand building.
Brand Building Playbook
This course will provide you with a repeatable end-to-end brand-building system, from insight to positioning and identity.
Live Guidance
In our live sessions, we'll be there to answer questions, push your thinking, and make sure you get the most out of this brand-building system.
Build Your Own Brand
Through this course, you'll actually build your own brand. Either your own company, a client, or a hypothetical brand of your choice.
Maven Guarantee
Your purchase is backed by the Maven Guarantee.
Course syllabus
Week 1
Apr
15
Workshop: Build Your Insights System
Wed 4/1512:00 AM—1:30 AM (UTC)Apr
17
Insights Clinic
Fri 4/1712:00 AM—1:00 AM (UTC)
Week 1: Foundational Brand Insights
Week 2
Apr
20
Insights Clinic - Europe-friendly time
Mon 4/204:00 PM—5:00 PM (UTC)Apr
22
Workshop: Brand Positioning Toolkit
Wed 4/2212:00 AM—1:30 AM (UTC)Apr
24
Positioning Clinic
Fri 4/2412:00 AM—1:00 AM (UTC)
Week 2: Strategic Brand Positioning
Schedule
Live sessions
2 hrs / week
Mon, May 4
4:00 PM—5:00 PM (UTC)
Wed, May 6
12:00 AM—1:00 AM (UTC)
Wed, Apr 15
12:00 AM—1:30 AM (UTC)
Projects
2 hrs / week
Frequently asked questions
$2,000
USD
2 days left to enroll