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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.

Leverage real-world expertise

Apply breakthrough insights from today’s leading thinkers to your social enterprise.

Adopt best practices

Learn tried and true methods to amplify your impact from the best in the business.

Enjoy lifetime access

Revisit courses, refresh your knowledge, and brush up on your skills at any time.


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!"


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

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.

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About the Instructorss

Debbie Millman

Debbie Millman is an American writer, journalist, educator, artist, curator and designer who is best known as the host of the podcast Design Matters. She has authored six books on branding, and is currently the President Emeritus of AIGA, chair and co-founder of the Masters in Branding Program at SVA in NYC, and Editorial and Creative Director of Print magazine.

For more information on Debbie, visit her website.

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Mike Bainbridge

Mike Bainbridge is the EVP Design Intelligence at Sterling Brands. He has over 25 years experience in the brand design business and heads up all strategic planning for all Sterling's design clients. He has worked with hundreds of brands including Tropicana, Haagen Dazs, Campbells, Kleenex, Huggies, and Rubbermaid.

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Brian Collins

Brian Collins is the Chief Creative Officer and Co-founder of COLLINS. For ten years prior to founding COLLINS, Brian was the Chairman and Chief Creative Officer of the brand and innovation division of Ogilvy & Mather Worldwide. Brian’s clients have included Airbnb, Coca-Cola, Facebook, Instagram, Levi Strauss & Co., Mattel, Microsoft, and Nike. Brian is now a professor at the SVA Graduate Program since 2001.

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Bobby Martin

Bobby Martin is the cofounder of branding agency Original Champions of Design (OCD). In 2017, Fast Company named Bobby Martin one of the Most Creative People in Business. Bobby is now faculty at the School of Visual Arts in NY.

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Jennifer Kinon

Jennifer Kinon is a cofounder and leads business, design and strategy for Original Champions of Design (OCD). Since founding OCD, she has developed brand identity systems for clients that range from the Girl Scouts of the USA to The New York Times and the WNBA.

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Master Classes

Our video-based courses are taught by the best in the business.

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World-class instructors

Learn at your own pace

Watch anytime, anywhere

Master Classes

Our video-based courses are taught by the best in the business.


World-class instructors


Learn at your own pace


Watch anytime, anywhere

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Our community comes from a range of countries and socioeconomic backgrounds; differences in pricing standards and privilege shouldn't prevent access. Therefore, this course is 'pay what you can.' In order to continue to provide access to as many people as possible, we appreciate whatever you are able to contribute to help keep our courses running. Please note that a payment is NOT required to take this course.
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