This week, we’re talking to one of the most interesting thinkers on LinkedIn: Jasmine Bina. We got deep into how shame is the final frontier for brands, and what it takes to reframe our most deeply held beliefs.

Skip to the bits you fancy!

04:35 — THE SHAME REFRAME // Why shame is valuable for brands and how it’s about reframing the story — not just taboo busting.

08:05 — CHANGING THE STORY // How brands can actually create a new identity for consumers to overcome shame. 12:09 — UNTAPPED FRONTIERS Menopause, debt, obesity — shame is where brands make real cultural change.

14:03 — GOOD EXAMPLE // A look at MindBloom, the ketamine therapy brand talking transformation, not just mental health.

16:00 — AI & SHAMING // Jasmine on whether AI will just perpetuate our shame scripts.

21:00 — THE PENDULUM SWINGS WITHIN US // Why consumers are living contradictions — no more neat labels, and how this is also true for shame stories.

28:17 — CRAVING REAL // There's a real appetite for brands that are honest and vulnerable. Why that’s the biggest opportunity now.

31:09 — THE QUICK FIRE // Jasmine answers our quick fire:

What’s the biggest conversation you don’t think is being had right now?The disappearance of the menopause ‘dark years’ and the rise of ‘gambling over everything.’

What’s your biggest thing you think a brand should be doing differently as compared to two years ago?”Get away from vibes and go back towards meaning-making….People are looking for deeper systems, myth-making, world-building.”

Favorite Substack or podcast?

Political Currents by Ross Barkan

And Peter Zeihan’s Patreon, “for his quarterly calls where he explains the world to you in an hour.”

What’s one new tool that you use that everyone should know about?My Mind. “It's like a much, much smarter version of Pocket that's way more visually useful too."

What niche brand is crushing it right now?”A high luxury brand from India called Sabiasachi.”

ABOUT

Chris and Kirsten are the founders of IN GOOD CO, a consultancy that ignites challenger brands with fearless and proactive positioning.

Chris writes a weekly newsletter for +14K subscribers that shares the best-of-the-best on culture, trends, marketing, etc. What she's dropping to friends on Slack or finding useful in meetings with brands | Follow her on Substack

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com