Hi, I'm Jasmine Bina and I am a brand strategist that's spent the last decade working with international companies from a variety of industries, with a special focus on B2C/ D2C tech and lifestyle brands reaching Millennial, Gen X and Gen Z consumers. Past clients include Codecademy, Skillshare, Otis, Daydreamer, Painfix and Parasol, but really I have worked in nearly every category across every market.
I'm obsessed with the psyche of the modern U.S. consumer and you can read a lot of my research, approach, frameworks and thinking on brand strategy on Medium where I have 6k+ followers: https://medium.com/@TripleJas
My cofounder and I also have a popular brand strategy podcast called Unseen Unknown that's reached #5 on Apple Podcast's charts fo Marketing. You can listen here: https://podcasts.apple.com/us/podcast/unseen-unknown/id1490663737
I have a deep understanding of narratives that change consumer behaviors and my research on emerging American consumer and behavior trends is regularly published in outlets like Glossy, Business of Fashion, Luxury Daily and Jing Daily. I also regularly speak on the topic of brand strategy in Silicon Valley, Los Angeles, New York and international universities.
I was named a 2018 Luxury Woman to Watch by Luxury Daily and a Rising Social Media Star by the Social Media Society of new York in 2011.
All of this is to say one thing: If you want to build a brand with a big idea... one that can move culture forward and change an industry or space... and I can help you get there.
There's a big difference between being branded vs. brand-led. Branded companies have an identity, but consumers truly identify them by their products. When a product supersedes the brand, a company is always at the mercy of the consumer and their needs. Brand-led companies, in contrast, play the long game and require more investment. The identity of the brand supersedes the product and allows a company to resist certain market forces. Brand-led is the only way to win.