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The Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy, and Affinity 1st Edition

5.0 out of 5 stars 8 customer reviews
ISBN-13: 978-1118555835
ISBN-10: 111855583X
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Editorial Reviews

From the Inside Flap

A 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 The model eschews traditional, outdated brand tenets of control and competition in favor of a more strategic, sector-centric approach that is anchored in the mission, based on participatory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.

From the Back Cover

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

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Product Details

  • Hardcover: 240 pages
  • Publisher: Jossey-Bass; 1 edition (November 18, 2013)
  • Language: English
  • ISBN-10: 111855583X
  • ISBN-13: 978-1118555835
  • Product Dimensions: 6.3 x 0.9 x 9.3 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #554,174 in Books (See Top 100 in Books)

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Top Customer Reviews

Format: Hardcover Verified Purchase
As a marketing professional venturing into the world of nonprofits for the first time, this is an invaluable resource. Laidler-Kylander introduces existing for-profit concepts, identifies differences between for-profits and nonprofits, and lays out a strong case for why and how nonprofits should invest time, energy, and money to develop their brands. The IDEA approach is based on practical, real world experience, and, though the author is an academic, the book is relatively easy to read (an important consideration when recommending to busy executive directors). There is almost always a learning curve in working with new clients. This book will make my job a whole lot easier.
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Format: Hardcover
In the not-for-profit world there is a common misconception that brand and getting financial support sit to the side of the organisation's mission. This book knocks that on the head and demonstrates that only way a not-for-profit can truly succeed is by aligning the brand and the mission.

The other important concept the book introduces is the idea of democratisation of brands in the digital age. To not recognise that soon supporters will demand to have some role in influencing what not-for-profit does, is short sighted. Not only is democratisation a strong trend, it is an excellent opportunity to deeply embed supporters into the charity's mission.
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Format: Kindle Edition Verified Purchase
As the director of a small non-profit this book allowed me to survey stakeholders and interview key employees with simple tools. While it is full of case studies, it is also full of useful, real world applications that forced me to think along the six principals outlined in the book.
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Format: Hardcover Verified Purchase
Kylander, who teaches at Harvard, has written excellent book based on research she and her fellow author conducted. Her message is that today's brand informs and communicates your strategic mission. The keys are "Integrity, Democracy, and Affinity." She also wrote several articles on the nonprofit brand based on the research for the book for the Stanford Innovation Review, which are available online. Excellent book!

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