Product details
- ISBN 9781118555835
- Weight: 454g
- Dimensions: 155 x 229mm
- Publication Date: 21 Jan 2014
- Publisher: John Wiley & Sons Inc
- Publication City/Country: US
- Product Form: Hardback
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Offering 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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a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.
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
