Master Class
VIEW COURSE CATALOGDebbie Millman on Branding for Social Change
Build a purpose-driven brand aligned with your social mission
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Debbie Millman on Branding for Social Change
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What You'll Learn
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.
Receive a certificate of recognition
Attain a “Statement of Accomplishment” recognizing your successful completion of a course.
"
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 Syllabus
01
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
02
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
03
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
04
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
05
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
06
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: The Three Pillars of Branding
Quiz: The Pillars of Branding
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
07
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
08
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.
About the Instructors
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.
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.
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.
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.
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.
