Times of uncertainty have a way of revealing the mindset of a society, and today’s imminent threats - from COVID-19 to political instability and global warming - are revealing a mental shift that brands are responding to. 

A new group of players has created businesses around beautifully designed, high style, premium disaster kits and products that are suddenly relevant in a space that’s gotten very little attention in the past. Meanwhile, the world’s elite have invested in luxury bunkers, exotic real estate and indulgent doomsday plans. 

There's something happening here. 

When did disaster preparedness become so fashionable?

What can these companies teach us about branding in a time of crisis?

In this week's podcast, we speak with BBC and Vox journalist Colleen Hagerty, eschatologist and end-of-world expert Phil Torres, and founders Ryan Kuhlman and Lauren Tafuri of the popular disaster kit brand Preppi to explore the different narratives and deep rooted human beliefs that make sense of this trend. 

Don’t be misled by beautiful design and luxury veneers.

What's happening in the subtext points to a meaningful shift in our cultural values.

Even more importantly, this episode explores our own personal relationships with mortality and the ancient promise of renewal. 

It will make you question your beliefs and internal scripts (because we never like to miss out on a chance to learn about ourselves), and give some context to what is happening around the globe right now. 

And if you ever wanted to know what an end-of-world expert thinks about the doomsday prepper elites of Silicon Valley and Wall Street, this is your chance. 

You don't want to miss this one.

You can also listen and subscribe on Google Play, Spotify and Stitcher.

Links to interesting things mentioned in this episode:

• Exploring Our Endless Obsession With the End (Psychology Today)
   

• Psychology Reveals the Comforts of the Apocalypse (Scientific American)
   

• Most Americans are not prepared for a disaster. Now survival kits are all over Instagram. (Vox)
   

• The US Town Prepping for ‘Devastating’ Disaster (BBC)
   

• Doomsday Prep for the Super Rich (The New Yorker)
   

• How To Think Like A Brand Strategist (including a study on Costco) (Medium)

Quick programming note:

Considering what an uncertain time it is in the world right now, we’re dedicating this episode and the next few episodes of the show to business topics that can help us makes sense of the current climate, both in branding and in our personal lives.

Jean-Louis and I hope these discussions can provide some meaning as we navigate the future together. 

We're looking for a Brand Strategist to join our team.

If you like the way we think, this role might be for you.

We're looking for someone as tapped in as we are (or more). You'll need an intimate understanding of brand strategy, culture, subculture, consumer behavior and the market. If you are someone that doesn’t just care that a brand strategy works, but also needs to understand how and why it works, we encourage you to apply.

More details here.
Email [email protected] with a resume and cover letter. 

Remote family.

Here's what we've been consuming.

The Stories That Bind Us (New York Times): Dr. Duke said that children who have the most self-confidence have what he and Dr. Fivush call a strong “intergenerational self.” They know they belong to something bigger than themselves. Leaders in other fields have found similar results. Many groups use what sociologists call sense-making, the building of a narrative that explains what the group is about.

People Don't Actually Know Themselves Very Well (The Atlantic): Any time a trait is easy to observe or hard to admit, you need other people to hold up a mirror for you. Romantic partners and close friends might be more informed, because they’ve observed you more—but they can also have blurrier vision, because they chose you and often share that pesky desire to see you positively. You need people who are motivated to see you accurately. 

Co-founder therapy teaches tech bros how to be in their feelings (The Verge): Today, co-founder therapy has shifted from a squishy emotional outlet to a necessary leadership tool, adopting the language of growth and optimization along the way. As tech leaders struggle with the stresses of running a company, they’re turning to coaches to learn how to work out their differences... “I think a better analogy is co-parenting. You don’t have to love each other to be good co-founders. You just have to learn to work well as a team.”  

The Price Is Wrong: What one game show reveals about the American economy (The Economist): Since 1972 Americans have sat through more than 9,000 episodes of “The Price is Right”, a game show with an economic twist... In a recent paper Jonathan Hartley of Harvard’s Kennedy School points out an interesting trend. Contestants have got a lot worse at guessing prices.

(Working in our pajamas.)

Shopping America's Partisan Divide - WSJ

The Capital That Ate Wellness Is Going to Eat Your Mushrooms - New York Times

A Chart to Explain Your Entire Worldview - The Atlantic

The Myth of Self-Love - Esther Pere 

How Divorce Became Big Business for Hard Luxury Brands - Business of Fashion

First Women of Philosophy - Aeon

Will the Millennial Aesthetic Ever End? - The Cut

Strategy in the wild.

Brand news you can learn from right now.

Both Great Jones and Equal Parts announced that they were opening up their Potline and Text-A-Chef services to non-customers. It was their way of helping people struggling to cook or find comfort during the COVID-19 epidemic, and the social distancing that has driven us all into our homes. 

Americans have a very interesting emotional connection to food in times of crisis. In my article "Mining For Your 'Brand's Big Idea' To Unlock New Markets", I describe how the Food Network used to be primarily dry, professional cooking shows and instructional content solely for industry people - a forgotten channel on most people's TVs. But after 9/11, their viewership swelled so dramatically with people looking for solace, they had to completely change their programming for a consumer audience. That is how we got the Food Network of today.

Speaking of Equal Parts, founder Emmett Shine talked to me about how their text line looks simple on the surface, but actually gave them a wealth of anecdotal insight they would have never gotten. If you missed it a few weeks ago, check out the episode Burnout Brands and the Burden of Potential. 

In fact more and more brands, like Judy (in today's podcast ;) are using texting services to create a sense of community through micro-touchpoints. 

In uncertain times, people look for comfort in all kinds of places. It's not just inspirational quotes and generic founder letters. Keep your eyes open because some of them may surprise you, and some of them may be perfect ways for your brand to offer a helping hand. 

Thought Of The Day

True in branding as well.

Jasmine Bina
Founder & CEO
Concept Bureau, Inc.