The social dimension
This slideshow looks at how brands can bring together purpose and profit. We’ll look at how a focus on positive social impact can drive commercial value – in the short-term …
Course: The Secret Power of Brands
Shaping a creative project
What’s the best shape for a creative project? In this article, Dan Nessler analyses existing models – including the ‘double diamond’ model – and suggests a new one of his …
Our top 20 books to read on brands
Here are a pick of our top 20 books that we think can really help you to further explore the subject of brands. We want to stress that these books …
How brand loyal are you?
Many people think that the ultimate goal of branding is to make consumers loyal to the brand. The aim is for people to feel a deep emotional connection, so that …
Five Ways to Learn More
We hope you’ll enjoy the rest of the course. If you get really interested in the subject, there’s a lot more you can learn and do, and here are five …
How brands make us buy
Meet UEA brand lecturer Peter Schmidt-Hansen, who’s talking here about the psychological processes through which brands make us buy things. As you watch, think about the three most recent things …
How brands have changed over time
Brand has become big business in the last 20 years, but it’s been around for centuries. This slideshow looks at how its meaning and role has changed over time. Think …
What you do is more important than what you say
The following article is reposted with permission from the Wolff Olins blog. Brand is dead. Brand is alive. Brand is, as never before, design. Why do we say this? There’s …
What is brand?
Robert Jones, teacher at the University of East Anglia, and strategist at Wolff Olins, talks about how he defines brand. Is a brand a name? A logo? A slogan? Or …
Meet the team
This step gives you the opportunity to find out a little more about the team that will be guiding you through this course. It might be a good idea to …
Introduction to week 1
Robert Jones, at the University of East Anglia in Britain, introduces this six-week journey, and the topics that we’ll be looking at this week.
The world’s favourite brands
From London to Tokyo to Rio, you’ll see people from all over the world talk about the brands they love. Think about the range of brands they choose. Are there …
How did you get on?
Congratulations! You’ve reached the end of the course. We really hope you have enjoyed learning with us. We have certainly enjoyed running the course. It’s been fascinating to see all …
Personal action plan
This is a page to download and print, on which you can chart your personal brand action plan.
Five ways branding is changing
Here’s Robert Jones’s own view of the five ways in which branding is currently changing. This piece was written as an introduction to a special issue of the Journal of …