A different kind of brand strategy podcast
Unseen Unknown is a bi-monthly brand and business strategy podcast hosted by Jasmine Bina, the founder of California-based branding agency, Concept Bureau. The podcast delves into the relationship between ever-evolving business trends and culture. The name ‘Unseen Unknown’ is derived from the idea that if one doesn’t ‘see’ and understand the “patterns, trends, frameworks and systems” that guide the world, then it will be impossible to execute effective business and branding strategies.
In the first episode, Bina explains that the first episode each month will involve a discussion with Concept Bureau Chief Strategy Officer Jean-Louis Rawlence, who–like Bina–takes a futurist’s approach to analysing emerging trends and behaviors. The second episode of each month, Bina sits down with an expert to analyze identities and behaviors “to [help listeners] understand why people behave the way they do, and how to leverage that understanding for [their] own brand strategy.” These experts have included BBC and Vox Journalist Colleen Hagerty, Oglivy Vice Chairman Rory Sutherland, and Pattern Brands Co-founder Emmett Shine.
‘Women, Beauty, Money and Motherhood,’ the third episode, features Em Cosmetics CEO Ria Muljadi, who draws upon her experiences when discussing cultural differences in the perception of beauty, and talks about balancing her role as a mother and entrepreneur. The ‘What should brands be doing in the time of COVID-19?’ episode explores how the pandemic and working from home could affect our relationship with our work, and the extent to which “Internet has become more and more embedded into critical culture”–among other effects of the health crisis in the world of branding.
The podcast allows people to establish a connection between consumer behaviors and culture to gain a greater insight into how the intersection can be used to achieve different business goals. It provides listeners with a bird’s eye view of macro trends, which is crucial for success in any given field. With a better understanding of how cultural practices and beliefs manifest in the market, entrepreneurs can forecast trends and strategize in ways that maximize outcomes.
‘Unseen Unknown’ is an informative listen for founders and creators, but is also an enjoyable listen for those who are keen to explore the junction of culture, human behavior, and business decisions, allowing for better understanding of the society as a whole.