Praise for The Brand IDEA
"There can′t be any question of whether the concept of ′brand′ is important for a nonprofit. 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, Harvard Business School (HBS), and cochair, HBS Social Enterprise Initiative
"Every nonprofit leader should read this book. The Brand IDEA provides 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
"This book has frameworks, examples, and tips to help all nonprofit organizations build stronger brands that will enhance their capacity and strengthen impact."
Beth Canter, coauthor, The Networked Nonprofit, and author of Beth′s Blog
List of Figures, Tables, and Exhibits vii
Foreword by Christopher Stone, president, Open Society Foundations ix
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 SPECIFICSITUATIONS 153
CONCLUSION: YOU CAN DO IT! 171
Individuals Interviewed and Organizations Cited 189
The Authors 197