Nathalie Laidler-Kylander's New Book "The Brand IDEA

A Virtual Book Tour with HKS Lecturer, Nathalie Laidler-Kylander

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Nathalie Laidler-Kylander
Lecturer in Public Policy, Harvard Kennedy School


Publisher's Book Description


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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a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

Endorsements

“Every nonprofit leader should read this book. "The Brand IDEA" provides a wealth of insight, real-world examples, and practical advice about the important role that brand plays, not only among external constituents, but among internal ones as well.”
— Eric Nee, Managing Editor, Stanford Social Innovation Review

“There can’t be any question of whether the concept of “brand” is important for a nonprofit – the only question is whether the leaders, managers, employees, and supporters of the nonprofit will build and manage the brand intentionally and strategically, or, by contrast, will simply leave the brand to emerge on its own from the actions they take for other reasons. If you think that having a well-managed brand is better than having an un-managed brand, you are right – and this book has a wealth of ideas about how you can build your brand more systematically and strategically.”
— Herman B. Leonard, Eliot I. Snider and Family Professor of Business Administration at Harvard Business School and Co-Chair, Harvard Business School Social Enterprise Initiative

“Nathalie Laidler-Kylander and Julia Shepard Stenzel have written a book with frameworks, examples, and tips to help all nonprofit organizations, large and small, build stronger brands that will enhance their capacity and strengthen impact.”
— Beth Kanter, Co-Author the Networked Nonprofit and Author of Beth's Blog

“The Brand IDEA is an insightful articulation of the centrality of brand and brand management in the non-profit sector. Any organization that depends on partnerships, stakeholders, governments, employees, donors or any other type of relationship, should manage its brand proactively. The Brand IDEA is a much-needed and valuable resource for all who work in the non-profit sector.”
— Rob Garris, Managing Director for Programs at Rockefeller Foundation


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The Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy and Affinity

Cover of the book, "The Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy and Affinity"

Jossey-Bass, an Imprint of Wiley


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