The Brand Idea: Managing Nonprofit Brands With Integrity, Democracy, And Affinity

"Offering a new framework for nonprofit brand management, this book presents the model Brand IDEA (Identity, Democracy, Ethics and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social mission, participatory processes, shared values, key partnerships, and the role that brand plays to create greater cohesion within organizations. 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