GOOD THINKING The final frontier for brands? Shame.
May 28, 2025
In this engaging discussion, Jasmine Bina, a brand strategist and cultural futurist, explores the uncharted territory of shame in branding. She highlights how reframing narratives can empower brands and their consumers. Topics include redefining menopause from stigma to strength, the cultural implications of debt and obesity, and the demand for brands that embrace honesty over mere vibes. Jasmine also dives into the complexities of identity in a changing world and the pressing need for brands to create deeper meaning in their connections.
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Shame: The Last Brand Barrier
- Shame is the last emotional barrier brands need to overcome, especially in finance, wellness, and body-related industries.
- Even mature companies face this challenge as technological and access issues are mostly solved.
Brands Must Reframe Identity
- Brands must create a new, believable identity for consumers to overcome shame.
- Consistency and investment are needed to help people adopt empowering self-narratives.
MindBloom's Transformational Branding
- MindBloom, an at-home ketamine therapy brand, transcends talking only about mental health.
- It frames therapy as spiritual transformation, focusing on uncovering higher self-awareness.