MASTER CLASS

Debbie Millman on Branding for Social Change

Learn how to build a strong brand aligned with your social mission and purpose

Course Details

  • Price: $199 $129
  • Availability: On Demand
  • Duration: 6 hours
  • Access: Unlimited

Brands signal our affiliations. At their best, they tell stories that define, differentiate and humanize organizations and indicate what companies stand for in the world. When executed well, brands can connect us with like-minded people and visions, reflect our values, inspire us to take action, or help us feel part of something bigger than ourselves.

For all these reasons, social enterprises and nonprofit organizations working on tackling the world’s most critical challenges like poverty, climate change, sexual violence, or homelessness need to build strong brands. In our fast-moving and chaotic world, it matters more than ever that social change-makers learn how to cut through the noise and get other people to pay attention to their causes, services, and innovations.

In this self-paced +Acumen course bundle, Debbie Millman, Mike Bainbridge, Brian Collins and the Original Champions of Design will teach any social entrepreneur, nonprofit manager, or social change agent to build a compelling brand identity for their cause or initiative that will get others to sit up, pay attention, and feel connected.

 

What You'll Gain Access To:

  • 10 page workbook with activities that will help starting to build your brand
  • Tutorial videos from 5 leading experts and authors and accompanying exercises
  • A dynamic forum to share your process with other brand-builders across the social sector
  • A Certificate for successful completion of all course requirements
  • The ability to revisit any section of the course bundle as needed (the course is self-paced and starts whenever you have the time!)

About the Instructors:

  • 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 including Brand Thinking and Other Noble Pursuits and Brand Bible The Complete Guide to Building, Designing and Sustaining Brands. She is the current President Emeritus of AIGA, chair and co-founder of the Masters in Branding Program at the School of Visual Arts in New York City, and Editorial and Creative Director of Print magazine. Named “one of the most creative people in business” by Fast Company, and “one of the most influential designers working today” by Graphic Design USA, Debbie has worked with over 200 of the world’s largest brands, including the redesign of Burger King, merchandising for Star Wars, and the positioning and branding of the No More movement.
  • 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. During his time at Sterling Mike has pioneered and overseen the development of a host of pre-design planning tools and techniques for the company to help its clients understand and evaluate existing visual equity and consumer/brand relationships through design. He has worked with hundreds of brands including Tropicana, Haagen Dazs, Campbells, Kleenex, Huggies, Rubbermaid, Martell, Celestial Seasonings and Alka-Seltzer.
  • Brian Collins is the Chief Creative Officer and Co-founder of COLLINS. For ten years prior to the founding of 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, The Ford Motor Company, Giorgio Armani, IBM, Jaguar Cars, Instagram, Levi Strauss & Co., Mattel, Microsoft, Nike, Spotify, Target, Unilever, The Walt Disney Co., and The Guggenheim Museum. Brian is now a professor at the SVA Graduate Program since 2001.
  • Bobby Martin Bobby 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. He led an internal design team for Nokia in London where he oversaw brand identity across their global packaging range. He also served as design director of Jazz at Lincoln Center working with Artistic Director Wynton Marsalis to reach new audiences and bring the brand to life. Bobby is now faculty at the School of Visual Arts in NY.
  • Jennifer Kinon is a cofounder and leads business, design and strategy for Original Champions of Design (OCD). Jennifer Kinon worked in Pentagram's New York City office with Michael Bierut, overseeing a roster of clients including Benetton, NYU, Saks Fifth Avenue, Sesame Street and Barclays Center. She served as Design Director of NYC’s 2012 Olympic Bid. In 2016, Kinon served as Design Director of Hillary for America. 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.

What Participants are Saying:

  • "Debbie Millman shares a wealth of experience and insight into all things branding for social change. The information is presented in easy to follow, bite size pieces, allowing everyone to benefit from her expertise." –Liz Blaxell
  • "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 Sanchez
  • "Top thinkers and practitioners in design share their cutting edge insights while making the world of design accessible to the lay person. The course highlights multiple case studies for some of the most iconic brands and brand strategies of today.  No matter the size of your social enterprise or nonprofit, you'll find new approaches to branding and never see a logo in the same way again!" –Michelle Greenwood
  • "This course helped me to get clear about what change initiatives I want to bring and how to create my brand . I was able to understand branding in a short time because the information is relevant and well designed." –Tahera Morshed
Section 1: 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
Section 2: 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
Section 3: 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
Section 4: 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
Section 5: 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
Section 6: 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
Section 7: 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
Section 8: 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
The course already started. Can I still enroll?
You can enroll up to 2 weeks after the start date of the course.
When will the next course be offered?
We offer our courses a few times a year. Sign up for our emails to be notified of the next time the course will be offered.
Do I get a certificate for this course?
You will earn a Statement of Accomplishment if you complete 5 of 6 assignments, including the final assignment, by the last day of the course.
How do teams work?
We recommend you find friends or colleagues for your team that you can meet with in person each week. Each team member should register for the course individually. You’ll then be able to form your team on the NovoEd platform once the course begins.
Do I have to complete the course with a team?
While we believe taking the course with a team will give you the best experience and chance of completing the course, it is possible to complete the course individually if you wish.
What should I expect from the assignments?
You will create a Life Map, develop your own personal story, integrate it into a larger presentation, and record your presentation for feedback from your classmates. You should allocate at least one hour a week to complete each assignment.

Supported By

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, is the current 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.

What People Are Saying

"Top thinkers and practitioners in design share their cutting edge insights while making the world of design accessible to the lay person. The course highlights multiple case studies for some of the most iconic brands and brand strategies of today.  No matter the size of your social enterprise or nonprofit, you'll find new approaches to branding and never see a logo in the same way again!"

Michelle Greenwood