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February 24, 2014
Offering a new framework for nonprofit brand management, Hauser Senior Fellow Nathalie Laidler-Kylander and Julia Shepard Stenzel present 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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a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.
This book builds off the Role of Brand work that Nathalie led at the Hauser Institute in 2012-2013.
Nathalie will be discussing The Brand Idea at the Harvard Coop at 1400 Massachusetts Avenue on Thursday, February 27 at 7:00pm.