{"product_id":"the-brand-idea-isbn-9781118555835","title":"The Brand IDEA","description":"\u003cp\u003eOffering 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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a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\u003ci\u003e.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eList of Figures, Tables, and Exhibits vii\u003c\/p\u003e \u003cp\u003eForeword by Christopher Stone, president, Open Society Foundations ix\u003c\/p\u003e \u003cp\u003eIntroduction xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 1: CONTEXT, CONCEPTS, AND BUILDING BLOCKS\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCHAPTER 1: WHAT IS DRIVING THE PARADIGM SHIFT AND BRAND IDEA FRAMEWORK 3\u003c\/p\u003e \u003cp\u003eCHAPTER 2: WHAT IS A BRAND ANYWAY, AND WHY SHOULD YOU MANAGE IT? 21\u003c\/p\u003e \u003cp\u003eCHAPTER 3: WHAT YOU NEED TO KNOW: REVIEWING THE BUILDING BLOCKS OF BRAND 37\u003c\/p\u003e \u003cp\u003eCHAPTER 4: WHY THE SKEPTICS HAVE IT WRONG: UNDERSTANDING THE ROLE AND BENEFITS OF BRAND 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 2: GETTING THE BRAND IDEA\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCHAPTER 5: BRAND INTEGRITY 65\u003c\/p\u003e \u003cp\u003eCHAPTER 6: BRAND DEMOCRACY 83\u003c\/p\u003e \u003cp\u003eCHAPTER 7: BRAND AFFINITY 97\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 3: PUTTING THE BRAND IDEA INTO ACTION\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCHAPTER 8: IMPLEMENTING THE BRAND IDEA: WHAT TO DO AND HOW TO DO IT 119\u003c\/p\u003e \u003cp\u003eCHAPTER 9: THE BRAND IDEA IN SPECIFICSITUATIONS 153\u003c\/p\u003e \u003cp\u003eCONCLUSION: YOU CAN DO IT! 171\u003c\/p\u003e \u003cp\u003eReferences 179\u003c\/p\u003e \u003cp\u003eIndividuals Interviewed and Organizations Cited 189\u003c\/p\u003e \u003cp\u003eThe Authors 197\u003c\/p\u003e \u003cp\u003eAcknowledgments 199\u003c\/p\u003e \u003cp\u003eIndex 203\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eNathalie Laidler-Kylander\u003c\/b\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eJulia Shepard Stenzel\u003c\/b\u003e is a consultant who works with nonprofits on strategy and management systems. She is also an active nonprofit board member.\u003c\/p\u003e \u003cp\u003eFor more information, please visit \u003cb\u003ewww.nonprofitbrandidea.com\u003c\/b\u003e\u003c\/p\u003e  \u003cp\u003eA 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 \u003ci\u003ebrand IDEA\u003c\/i\u003e (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.\u003c\/p\u003e  \u003cp\u003e\u003cb\u003ePraise for \u003ci\u003eThe Brand IDEA\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e —\u003cb\u003eHerman B. Leonard\u003c\/b\u003e, Eliot I. Snider and Family Professor of Business Administration, Harvard Business School (HBS), and cochair, HBS Social Enterprise Initiative\u003c\/p\u003e \u003cp\u003e\"Every nonprofit leader should read this book. \u003ci\u003eThe Brand IDEA\u003c\/i\u003e 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.\"\u003cbr\u003e —\u003cb\u003eEric Nee\u003c\/b\u003e, managing editor, \u003ci\u003eStanford Social Innovation Review\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"This book has frameworks, examples, and tips to help all nonprofit organizations build stronger brands that will enhance their capacity and strengthen impact.\"\u003cbr\u003e —\u003cb\u003eBeth Canter\u003c\/b\u003e, coauthor, \u003ci\u003eThe Networked Nonprofit,\u003c\/i\u003e and author of Beth's Blog\u003c\/p\u003e","brand":"Jossey-Bass","offers":[{"title":"Default Title","offer_id":47990177726693,"sku":"NP9781118555835","price":48.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118555835.jpg?v=1761786800","url":"https:\/\/k12savings.com\/products\/the-brand-idea-isbn-9781118555835","provider":"K12savings","version":"1.0","type":"link"}