The Brand IDEA

Managing Nonprofit Brands with Integrity, Democracy, and Affinity

Business & Finance, Industries & Professions, Nonprofit Organizations & Charities
Cover of the book The Brand IDEA by Nathalie Laidler-Kylander, Julia Shepard Stenzel, Wiley
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Author: Nathalie Laidler-Kylander, Julia Shepard Stenzel ISBN: 9781118573402
Publisher: Wiley Publication: November 8, 2013
Imprint: Jossey-Bass Language: English
Author: Nathalie Laidler-Kylander, Julia Shepard Stenzel
ISBN: 9781118573402
Publisher: Wiley
Publication: November 8, 2013
Imprint: Jossey-Bass
Language: English

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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a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*.*

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a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*.*

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