This course was created with the
course builder. Create your online course today.
Start now
Create your course
with
Autoplay
Autocomplete
Previous Lesson
Complete and Continue
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)
85. Resources on Branding
Lesson content locked
If you're already enrolled,
you'll need to login
.
Enroll in Course to Unlock