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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.

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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: 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

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!"

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.

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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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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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