Brand Strategy Masterclass
Jasmine Bina
Co-founder & CEO @ Concept Bureau
Jean-Louis Rawlence
Co-founder & CSO @ Concept Bureau
Build a world-class brand strategy
Brand strategy will make or break your company, but no one knows how to actually do it well.
This course is a complete end-to-end system for building culture-defining B2C brands. We’ve spent over a decade building brands that change consumer behaviors and shape markets, and this robust framework will give you everything you need to build something durable, differentiated, and hard to dislodge.
It will take you from insight to strategy development to clear action, giving you market-tested tools for finding real market opportunities while getting buy-in from across your organization.
This is a repeatable and reliable system, but it’s not for everybody. This is for anyone or any brand who:
Works with consumer brands that play 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 a brand prospects don’t understand
Senses a cultural shift that they can capitalize on, 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
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
This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.
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
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
Wed, Apr 15
12:00 AM—1:30 AM (UTC)
Fri, Apr 17
12:00 AM—1:00 AM (UTC)
Wed, Apr 22
12:00 AM—1:30 AM (UTC)
Projects
2 hrs / week
Frequently asked questions
$2,000
USD