The Brand IDEA

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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a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

List of Figures, Tables, and Exhibits vii Foreword by Christopher Stone, president, Open Society Foundations ix Introduction xiii Part 1: Context, Concepts, And Building Blocks Chapter 1: What Is Driving the Paradigm Shift and Brand Idea Framework 3 Chapter 2: What Is a Brand Anyway, And Why Should You Manage It? 21 Chapter 3: What You Need to Know: Reviewing the Building Blocks of Brand 37 Chapter 4: Why the Skeptics Have It Wrong: Understanding the Role and Benefits of Brand 51 Part 2: Getting the Brand Idea Chapter 5: Brand Integrity 65 Chapter 6: Brand Democracy 83 Chapter 7: Brand Affinity 97 Part 3: Putting the Brand Idea into Action Chapter 8: Implementing the Brand Idea: What to Do and How to Do It 119 Chapter 9: the Brand Idea in Specific Situations 153 Conclusion: You Can Do It! 171 References 179 Individuals Interviewed and Organizations Cited 189 The Authors 197 Acknowledgments 199 Index 203