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The Brand IDEA

The Brand IDEA

by Nathalie Laidler-Kylander and Julia Shepard Stenzel

$7.95

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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a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

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  • Grasp how the IDEA framework is a useful method for measuring brand performance and an instructive guide for brand decision making
  • Encounter a brand philosophy that coalesces the mutually supportive qualities of Integrity, Democracy and Affinity.
  • Apply lessons from case stories about organizations that successfully implement the IDEA framework.
  • Enhance your brand's relevance by accommodating impactful nonprofit shifts and trends the authors explore.

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About the Author

Nathalie Laidler-Kylander is a lecturer of public policy at the Harvard Kennedy School; a senior research fellow at the Hauser Institute for Civil Society, Harvard University; and an adjunct assistant professor of international business at the Fletcher School, Tufts University. She has been researching nonprofit brands since 2001 and has written extensively on the subject. Her prior work experience includes senior marketing positions in both the private and nonprofit sectors. Her research interests continue to focus on the role of nonprofit brands and the emergence of the fourth sector.

Julia Shepard Stenzel is a consultant to nonprofits and an active board member. Her work over the last 20 years has focused on strategy, policy development and management systems. Shepard Stenzel previously worked for Kaiser Permanente, the World Health Organization and Mercer Consulting. She received her BA from Princeton University and has an MBA from Harvard Business School.

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