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Debbie Millman on Branding for Social Change
Section 1: Introduction to the Course
1. Welcome to the Course (1:19)
2. Brands for Social Change (2:23)
3. What to Expect in This Course (1:05)
4. What is Branding? (2:00)
5. How Debbie Got Started in Branding (2:27)
6. Exercise: Introduce Yourself
7. Resource: Course Map, Workbook and Exercise 1
Pre-Course Survey
Section 2: A Short History of Branding
8. The 5 Waves of Branding (1:04)
9. Wave 1: Brands as Quality and Consistency (2:13)
10. Wave 2: Anthropomorphized Brands (7:26)
11. Wave 3: Brands as Prestige (8:53)
12. Wave 4: Experience Brands (0:56)
13. Wave 5: Limbic Brands (4:01)
14. Wave 5: Individuals and Tribes (1:50)
15. Social Media Backlash (2:55)
16. What the Best Brands Need to Do Now (1:41)
Quiz: The Best Brands Today
17. Exercise: Frame Your Brand Challenge
Section 3: Debbie’s 5 Steps for Developing a Brand
18. Step 1: Understand the Need for Your Brand (1:47)
19. On Strategy (1:19)
Quiz: Strategic Reason for Being
20. Step 2: Get Input From Your Potential Audience (1:05)
21. On Research (3:21)
Quiz: Research
22. Step 3: Position Your Brand in the Marketplace (0:48)
23. Develop a Brand Positioning Statement (2:37)
Quiz: Brand Positioning
24. Steps 4 and 5: Bring Your Brand to Life and Market (0:40)
25. Brands for Social Change (2:16)
26. Case Study: The No More Campaign (6:42)
27. Framework Applied to No More Campaign (2:17)
28. What to Keep in Mind When Developing a Brand (2:05)
29. Exercise: Apply the first 3 Steps of Debbie's Framework to Build a Great Brand
Section 4: Speak the Language of Brands
30. Brand Equity (1:15)
Quiz: Brand Equity
31. Brand Evolution (3:21)
32. Brand Architecture (2:29)
33. The Difference Between Branding, Marketing, and PR (3:04)
Quiz: Brand Evolution
Section 5: Mike Bainbridge on Research for Branding
34. How Mike got into Brand Strategy (1:21)
35. Conducting Qualitative Research (4:57)
36. Conducting Quantitative Research (3:01)
Quiz: Conducting Qualitative or Quantitative Research
37. Structuring Questions (3:36)
38. Doing Diagnostic Research (4:35)
39. Doing Projective Research (2:01)
Quiz: Diagnostic vs. Projective Research
40. Researching for Social Change (1:55)
41. Focus Groups (3:12)
42. Moderating Focus Groups (4:03)
43. Mapping the Experience Journey (7:09)
44. Preparing Research Materials (8:08)
45. Screener Example (2:30)
46. Discussion Guide Example (1:47)
47. Creating Stimulus for Research (3:07)
48. Diagnostic Research Example (4:12)
49. Projective Research Example (2:45)
50. Qualitative Data Analysis (1:10)
51. Quantitative Data analysis (3:00)
52. The Creative Brief (4:07)
53. Identifying Core Values (5:44)
54. Discovering Target Customers (8:28)
Quiz: Values and Target Customers
55. When Research Goes Wrong (5:54)
56. Using Research to Innovate (4:05)
57. Research for Social Change (4:09)
58. Emotional Connection to Brand (1:25)
Section 6: Brian Collins on Brand Mission and Positioning
59. How Brian Started in Branding (3:34)
60. Anticipating Needs (4:15)
Quiz: Brand Design
61. On Branded Content (5:50)
62. On Storytelling (3:36)
63. The Three Pillars of Branding (1:55)
Quiz: The Pillars of Branding
64. On Archetypes (5:26)
65. The Dove Campaign (8:12)
66. Branding for Legacy Brands (6:12)
67. Branding Climate Protection (5:33)
68. Design for Change (6:23)
69. Branding for Social Entrepreneurs (4:21)
Section 7: Original Champions of Design on Rebranding and Visual Expression
70. The Meaning of Branding for OCD (2:59)
71. Branding for Non-Profits and For-Profits (1:18)
72. Case Study: The Girl Scouts of the USA (2:31)
73. Rebranding (4:54)
Quiz: Rebranding
74. Positioning (5:19)
75. Building Trust Within the Organization (6:14)
Quiz: Building Trust in a Rebranding Process
76. Research (4:25)
77. Interviewing Extremes (1:51)
78. The Creative Brief (5:36)
79. Design (2:38)
Quiz: From Brand Research to Design
80. Iteration (4:01)
81. Implementation (9:52)
82. Brand Launch (4:09)
83. Rebranding for a Social Cause (1:23)
Exercise: Apply the first 3 Steps of Debbie's Framework to Build a Great Brand
Section 8: Branding for Social Change
84. Branding for Social Entrepreneurs (2:07)
85. Resources on Branding (0:57)
86. Closing Words (1:55)
Complete the Post-Course Satisfaction Survey
87. Exercise: Reflect on Your View of Branding
BONUS: Free Preview of +Acumen Master Class
BONUS: Preview Another +Acumen Master Class with Seth Godin (3:41)
27. Framework Applied to No More Campaign
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