Designing Change Through Branding
Designing Change Through Branding
In her video lesson, brand designer Debbie Millman emphasizes that brands serve as nonverbal signals of our identity and values, highlighting their importance for success in the era of brand democratization.
The Democratization of Branding
Designer Debbie Millman explains that branding extends beyond fashion to encompass religious and cultural beliefs, illustrating how shared symbols historically fostered community and safety, while modern technology has shifted brand creation back to a bottom-up approach, empowering consumers to shape their identities.
How to Build a Successful Brand in the 21st Century
In a market flooded with over 100 bottled water brands, consumers increasingly favor those like Mananalu, which prioritize meaningful missions such as eliminating plastic waste, highlighting the importance of branding that resonates with modern values and social responsibility.
Harness the Neuroscience of Branding to Surprise and Delight Your Consumer
In her video lesson, brand designer Debbie Millman explores how the neuroscience of the brain's limbic system influences consumer attraction to visually striking products, highlighting the importance of color, shape, and design in capturing attention amidst overwhelming visual stimuli.
Positioning, Mission, and Vision
Debbie Millman emphasizes the importance of aligning a brand's mission, vision, and market position to authentically benefit consumers, advocating for transparency and strategic positioning to avoid misleading claims and foster genuine connections.
How to Work with Key Decision Makers
In her video lesson, brand designer Debbie Millman emphasizes the importance of clear communication and addressing artificial harmony in collaborative design processes to ensure mutual understanding and effective conflict resolution.
Evolve Your Brand Carefully
Brand designer Debbie Millman emphasizes that evolving a brand should be done carefully and intentionally, focusing on meaningful changes that resonate with consumers, supported by vibrant storytelling across all touchpoints to enhance brand acceptance and engagement.
The 5 Phases of a Successful Redesign
In her video lesson, brand designer Debbie Millman outlines five essential phases for a successful organizational redesign: diagnostic, projective, exploratory, implementation, and launch, emphasizing the extensive work behind visible changes like new logos and packaging.
Key Markers of Failed and Successful Launch Strategies
In a video lesson, brand designer Debbie Millman discusses the successes and failures of recent brand redesigns, highlighting Tropicana's backlash in 2009, Starbucks' effective logo evolution, and Burger King's successful return to its roots.
Branding, says designer Debbie Millman, is more than just a tool of capitalism. Symbols (like logos) and slogans (like hashtags) can be used to manufacture meaning — both for people and organizations. But to do it well in today’s saturated marketplace, you have to iterate your designs in a way that doesn’t compromise your values or alienate your customers.
Learning Objectives
- Recognize the branding influence of consumers.
- Articulate your brand’s positioning and beliefs.
- Explore visual design elements that engage the brain.
- Assess the need for rebranding and apply lessons learned from previous design experiences.
- Effectively communicate expectations for a new design and encourage honest feedback.