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

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

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

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