Course curriculum

  • 1

    Welcome to the Course

    • Welcome to Debbie Millman on Branding for Social Change
    • Course Logistics
    • Meet Your Instructors
  • 2

    1. Introduction to the Course

    • 1. Welcome to the Course
    • 2. Brands for Social Change
    • 3. What to Expect in This Course
    • 4. What is Branding?
    • 5. How Debbie Got Started in Branding
    • 6. Exercise: Introduce Yourself to the Community
    • 7. Resource: Course Map, Workbook and Exercise 1
  • 3

    2. A Short History of Branding

    • 8. The 5 Waves of Branding
    • 9. Wave 1: Brands as Quality and Consistency
    • 10. Wave 2: Anthropomorphized Brands
    • 11. Wave 3: Brands as Prestige
    • 12. Wave 4: Experience Brands
    • 13. Wave 5: Limbic Brands
    • 14. Wave 5: Individuals and Tribes
    • 15. Social Media Backlash
    • 16. What the Best Brands Need to Do Now
    • Quiz: The Best Brands Today
    • 17. Exercise: Frame Your Brand Challenge
  • 4

    3. Debbie’s 5 Steps for Developing a Brand

    • 18. Step 1: Understand the Need for Your Brand
    • 19. On Strategy
    • Quiz: Strategic Reason for Being
    • 20. Step 2: Get Input From Your Potential Audience
    • 21. On Research
    • Quiz: Research
    • 22. Step 3: Position Your Brand in the Marketplace
    • 23. Develop a Brand Positioning Statement
    • Quiz: Brand Positioning
    • 24. Steps 4 and 5: Bring Your Brand to Life and Market
    • 25. Brands for Social Change
    • 26. Case Study: The No More Campaign
    • 27. Framework Applied to No More Campaign
    • 28. What to Keep in Mind When Developing a Brand
    • 29. Exercise: Review Steps 1–3 of Debbie's Framework to Build a Great Brand
  • 5

    4. Speak the Language of Brands

    • 30. Brand Equity
    • Quiz: Brand Equity
    • 31. Brand Evolution
    • Quiz: Brand Evolution
    • 32. Brand Architecture
    • 33. The Difference Between Branding, Marketing, and PR
  • 6

    5. Mike Bainbridge on Research for Branding

    • 34. How Mike Got Into Brand Strategy
    • 35. Conducting Qualitative Research
    • 36. Conducting Quantitative Research
    • Quiz: Conducting Qualitative or Quantitative Research
    • 37. Structuring Questions
    • 38. Doing Diagnostic Research
    • 39. Doing Projective Research
    • Quiz: Diagnostic vs. Projective Research
    • 40. Researching for Social Change
    • 41. Focus Groups
    • 42. Moderating Focus Groups
    • 43. Mapping the Experience Journey
    • 44. Preparing Research Materials
    • 45. Screener Example
    • 46. Discussion Guide Example
    • 47. Creating Stimulus For Research
    • 48. Diagnostic Research Example
    • 49. Projective Research Example
    • 50. Qualitative Data Analysis
    • 51. Quantitative Data Analysis
    • 52. The Creative Brief
    • 53. Identifying Core Values
    • 54. Discovering Target Customers
    • Quiz: Values and Target Customers
    • 55. When Research Goes Wrong
    • 56. Using Research to Innovate
    • 57. Research for Social Change
    • 58. Emotional Connection to Brand
  • 7

    6. Brian Collins on Brand Mission and Positioning

    • 59. How Brian Started in Branding
    • 60. Anticipating Needs
    • Quiz: Brand Design
    • 61. On Branded Content
    • 62. On Storytelling
    • 63. The Three Pillars of Branding
    • Quiz: The Pillars of Branding
    • 64. On Archetypes
    • 65. The Dove Campaign
    • 66. Branding for Legacy Brands
    • 67. Branding Climate Protection
    • 68. Design for Change
    • 69. Branding for Social Entrepreneurs
  • 8

    7. Original Champions of Design on Rebranding and Visual Expression

    • 70. The Meaning of Branding for OCD
    • 71. Branding for Non-Profit and For-Profit
    • 72. Case Study: The Girls Scout of the USA
    • 73. Rebranding
    • Quiz: Rebranding
    • 74. Positioning
    • 75. Building Trust Withing the Organization
    • Quiz: Building Trust in a Rebranding Process
    • 76. Research
    • 77. Interviewing Extremes
    • 78. The Creative Brief
    • 79. Design
    • Quiz: From Brand Research to Design
    • 80. Iteration
    • 81. Implementation
    • 82. Brand Launch
    • 83. Rebranding for a Social Cause
    • Exercise: Apply Debbie's Framework to Build a Great Brand
  • 9

    8. Branding for Social Change

    • 84. Branding for Social Entrepreneurs
    • 85. Resources on Branding
    • 86. Closing Words
    • 87. Exercise: Reflect on Your View of Branding
    • Complete the Post-Course Survey
    • Join the Acumen Academy Community