Offering a new framework for nonprofit brand management, this book presents the Brand IDEA (Integrity, Democracy, and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a participatory process, shared values, and the development of key partnerships. The results are nonprofit brands that create organizational cohesion and generate trust in order to build capacity and drive social impact. The book explores in detail how nonprofit organizations worldwide are developing and implementing new ways of thinking about and managing their organizational brands.
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About the Author
Nathalie Laidler-Kylander teaches graduate level andexecutive education courses in management, leadership, andmarketing at Harvard's Kennedy School and Tufts' Fletcher School.She has been researching and writing about nonprofit brands forover a decade.
Julia Shepard Stenzel is a consultant who works withnonprofits on strategy and management systems. She is also anactive nonprofit board member.
For more information, please visitwww.nonprofitbrandidea.com
Table of Contents
List of Figures, Tables, and Exhibits vii
Foreword by Christopher Stone, president, Open Society Foundations ix
PART 1: CONTEXT, CONCEPTS, AND BUILDING BLOCKS
CHAPTER 1: WHAT IS DRIVING THE PARADIGM SHIFT AND BRAND IDEA FRAMEWORK 3
CHAPTER 2: WHAT IS A BRAND ANYWAY, AND WHY SHOULD YOU MANAGE IT? 21
CHAPTER 3: WHAT YOU NEED TO KNOW: REVIEWING THE BUILDING BLOCKS OF BRAND 37
CHAPTER 4: WHY THE SKEPTICS HAVE IT WRONG: UNDERSTANDING THE ROLE AND BENEFITS OF BRAND 51
PART 2: GETTING THE BRAND IDEA
CHAPTER 5: BRAND INTEGRITY 65
CHAPTER 6: BRAND DEMOCRACY 83
CHAPTER 7: BRAND AFFINITY 97
PART 3: PUTTING THE BRAND IDEA INTO ACTION
CHAPTER 8: IMPLEMENTING THE BRAND IDEA: WHAT TO DO AND HOW TO DO IT 119
CHAPTER 9: THE BRAND IDEA IN SPECIFICSITUATIONS 153
CONCLUSION: YOU CAN DO IT! 171
Individuals Interviewed and Organizations Cited 189
The Authors 197