The Brand IDEA Managing Nonprofit Brands with Integrity, Democracy, and Affinity

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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a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.

Nathalie Laidler-Kylander teaches graduate level and executive education courses in management, leadership, and marketing at Harvard's Kennedy School and Tufts' Fletcher School. She has been researching and writing about nonprofit brands for over a decade.

Julia Shepard Stenzel is a consultant who works with nonprofits on strategy and management systems. She is also an active nonprofit board member.

For more information, please visit www.nonprofitbrandidea.com

List of Figures, Tables, and Exhibits vii

Foreword by Christopher Stone, president, Open Society Foundations ix

Introduction xiii

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

References 179

Individuals Interviewed and Organizations Cited 189

The Authors 197

Acknowledgments 199

Index 203

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