The Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy, and Affinity (Jossey-Bass, 2014)
For mission-driven organizations of all kinds (non-profit or otherwise), this recently published book will be essential summer-reading. It demonstrates how the brand emanates from the organization’s mission and values and requires the active participation of both internal and external audiences.
Nathalie Laidler-Kylander and Julia Shepard Stenzel have written a new book to help nonprofits more effectively manage their brands to further their missions. The Brand IDEA framework outlines the concepts of Integrity, Democracy, and Affinity: aligning the brand with the organization’s mission and values, engaging internal and external stakeholders in defining and communicating the brand, and leveraging the brand to support partnerships and collaboration. Drawing on interviews with over 70 organizations, the book explores in detail how nonprofit organizations are developing and implementing new ways of building and managing their organizational brands. Examples include: how Special Olympics transitioned from a state of brand confusion to a clear brand identity that has increased cohesion and consistency, how Lincoln Center for the Performing Arts transformed patrons into brand ambassadors, and how the Girl Effect freely offered its brand assets to partners to dramatically increase both reach and impact.
“Every nonprofit leader should read this book. The Brand Idea provides a wealth of 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
Nathalie Laidler-Kylander, Ph.D., teaches 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 consults with nonprofits and is an active nonprofit board member. Both Nathalie and Julia are graduates of Harvard Business School.
For more information, please visit www.nonprofitbrandidea.com.
The book is available at:
http://www.wiley.com/WileyCDA/WileyTitle/productCd-111855583X.html (use discount code IDEA7 for 30% off through the end of the year)