Course Overview

  • 1

    Understanding Brand Unification

    • BU Introduction

    • Being Yourself

    • Some Defining Questions...

    • Dunning - Competing with Nike with very Little Budget

    • Kiss - An Introduction to Branding

    • Kiss B-Roll - Understanding Brand Connection

    • Rush - Being True to Who You Are

    • The 5 Principles of Brand Unification

    • Patagonia - Leading By Example

    • Patagonia B-Roll - 180 South
  • 2

    Clarity

    • Connected or Disconnected

    • How to Define Purpose - Dunning Case Study

    • Home Group Realty - Purpose Evolving Into Culture

    • Patterns Forming - A Reason to Exist

    • Clarity - Fr. Case Study

    • Answering Those Difficult Questions
  • 3

    Authentic Emotional Connection

    • Whitney Houston

    • Understanding Authenticity - Michael Williams

    • Understanding Authenticity - Stussy / Supreme / Noah

    • Transparency - Supply Chain

    • Transparency - Rich Roll

    • Being Responsible

    • Being Responsible - FR. Case Study

    • Being Visible

    • Being Reachable

    • Summary
  • 4

    Simplicity

    • Complexity Kills

    • Dunning Case Study - Simplicity Sells & The 80/20 Rule

    • Identity

    • Open Cycles Case Study

    • That Triathlon Life Case Study - The Birth of a Brand

    • Devil's Glen Case Study

    • FR. Mark

    • FR. Simplicity - Timeless Business Fundamentals

    • Final Thoughts - Less is More Effective
  • 5

    Visual Communication

    • Telling Your Story

    • Understanding Influences

    • Understanding Influences B-Roll - Ed Burtynsky

    • Understanding Influences B-Roll - Todd Hido

    • Ralph Lauren

    • David Lean - Stanley Kubrick

    • Rapha Case Study

    • Dunning Photography

    • Discovering Photographers - Christian Hafer

    • FR. Photography
  • 6

    Consistency

    • Consistency
  • 7

    About Foreign Rider Co.

    • About Foreign Rider Co.