Build
Debbie Millman on Branding for Social Change
Build a purpose-driven brand aligned with your social mission
Debbie Millman on Branding for Social Change
Learn How To
Cut through the noise in our fast-moving and chaotic world so that more people are aware of your cause, services, and innovations.
Build a compelling brand identity for your cause in five steps.
Speak the language of brands.
Conduct research to inform your branding efforts.
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Course Syllabus
Introduction to the Course
Video: Welcome to the Course
Video: Brands for Social Change
Video: What to Expect in This Course
Video: What is Branding?
Video: How Debbie Got Started in Branding
Activity: Introduce Yourself to the Community
Resource: Course Map, Workbook and Exercise 1
A Short History of Branding
Video: The 5 Waves of Branding
Video: Wave 1: Brands as Quality and Consistency
Video: Wave 2: Anthropomorphized Brands
Video: Wave 3: Brands as Prestige
Video: Wave 4: Experience Brands
Video: Wave 5: Limbic Brands
Video: Wave 5: Individuals and Tribes
Video: Social Media Backlash
Video: What the Best Brands Need to Do Now
Quiz: The Best Brands Today
Exercise: Frame Your Brand Challenge
Debbie's 5 Steps for Developing a Brand
Video: Step 1: Understand the Need for Your Brand
Video: On Strategy
Quiz: Strategic Reason for Being
Video: Step 2: Get Input From Your Potential Audience
Video: On Research
Quiz: Research
Video: Step 3: Position Your Brand in the Marketplace
Video: Develop a Brand Positioning Statement
Quiz: Brand Positioning
Video: Steps 4 and 5: Bring Your Brand to Life and Market
Video: Brands for Social Change
Video: Case Study: The No More Campaign
Video: Framework Applied to No More Campaign
Video: What to Keep in Mind When Developing a Brand
Exercise: Check the first 3 Steps of Debbie's Framework to Build a Great Brand
Speak the Language of Brands
Video: Brand Equity
Quiz: Brand Equity
Video: Brand Evolution
Quiz: Brand Evolution
Video: Brand Architecture
Video: The Difference Between Branding, Marketing, and PR
Mike Bainbridge on Research for Branding
Video: How Mike got into Brand Strategy
Video: Conducting Qualitative Research
Video: Conducting Quantitative Research
Quiz: Conducting Qualitative or Quantitative Research
Video: Structuring Questions
Video: Doing Diagnostic Research
Video: Doing Projective Research
Quiz: Diagnostic vs. Projective Research
Video: Researching for Social Change
Video: Focus Groups
Video: Moderating Focus Groups
Video: Mapping the Experience Journey
Video: Preparing Research Materials
Video: Screener Example
Video: Discussion Guide Example
Video: Creating Stimulus for Research
Video: Diagnostic Research Example
Video: Projective Research Example
Video: Qualitative Data Analysis
Video: Quantitative Data analysis
Video: The Creative Brief
Video: Identifying Core Values
Video: Discovering Target Customers
Quiz: Values and Target Customers
Video: When Research Goes Wrong
Video: Using Research to Innovate
Video: Research for Social Change
Video: Emotional Connection to Brand
Brian Collins on Brand Mission and Positioning
Video: How Brian Started in Branding
Video: Anticipating Needs
Quiz: Brand Design
Video: On Branded Content
Video: On Storytelling
Video: On Archetypes
Video: The Dove Campaign
Video: Branding for Legacy and Startup Businesses
Video: Branding Climate Protection
Video: Design for Change
Video: Branding for Social Entrepreneurs
Original Champions of Design on Rebranding and Visual Expression
Video: The Meaning of Branding for OCD
Video: Branding for Non-Profits and For-Profits
Video: Case Study: The Girl Scouts of the USA
Video: Rebranding
Quiz: Rebranding
Video: Positioning
Video: Building Trust Within the Organization
Quiz: Building Trust in a Rebranding Process
Video: Research
Video: Interviewing Extremes
Video: The Creative Brief
Video: Design
Quiz: From Brand Research to Design
Video: Iteration
Video: Implementation
Video: Brand Launch
Video: Rebranding for a Social Cause
Exercise: Apply the First 3 Steps of Debbie's Framework to Build a Great Brand
Branding for Social Change
Branding for Social Entrepreneurs
Resources on Branding
Closing Words
Exercise: Reflect on Your View of Branding
Complete the Post-Course Satisfaction Survey
"This course is an entire journey through how Branding supports organizations in fulfilling their missions. I really like the interviews because they put on the table relevant insights of the processes and the importance for social change. Highly recommended!"
Iván
Course Description
Debbie Millman and a handful of other branding experts will teach you how to build a brand that people immediately pay attention to and identify with. This course guides you through the foundations of branding for social change and walks you through a five-step framework for developing your own purpose-driven brand.
About
the Instructors
Debbie Millman
Designer,
Author
Brian Collins
Chief Creative Officer and Co-founder of COLLINS
Bobby Martin
Co-founder of branding agency Original Champions of Design (OCD)
About
the Instructors
Debbie Millman
Designer,
Author
Brian Collins
Chief Creative Officer and Co-founder of COLLINS
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