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InhaltsangabeA growing number of nonprofit organizations are exploring the wider, strategic roles that brands can play-driving broad, long-term social goals, while strengthening organizational identity, cohesion, and capacity. Laidler-Kylander and Stenzel present a new framework for nonprofit brand management which they have termed the brand IDEA (Integrity, Democracy, and Affinity). The model eschews traditional, outdated brand tenets of control and competition in favor of a more strategic, sector-centric approach that is anchored in the mission, based on participatory processes, and promotes clarity and collaboration. Written for nonprofit leaders, managers and staff, board members, professors and students in nonprofit management, and executive education programs, this important resource shows how all nonprofits can increase their impact by tapping into the power of the brand IDEA.

Praise for The Brand IDEA "There can't be any question of whether the concept of 'brand' is important for a nonprofit. This book has a wealth of ideas about how you can build your brand more systematically and strategically." Herman B. Leonard, Eliot I. Snider and Family Professor of Business Administration, Harvard Business School (HBS), and cochair, HBS Social Enterprise Initiative "Every nonprofit leader should read this book. The Brand IDEA provides insight, real-world examples, and practical advice about the important role that brand plays, not only among external constituents, but among internal ones as well." Eric Nee, managing editor, Stanford Social Innovation Review "This book has frameworks, examples, and tips to help all nonprofit organizations build stronger brands that will enhance their capacity and strengthen impact." Beth Canter, coauthor, The Networked Nonprofit, and author of Beth's Blog