Brand IDEA Managing Nonprofit Brands

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 The model eschews traditional, outdated brand tenets of control and competition in favor of a more strategic, sector-centric approach that is anchored in the mission, based on participatory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