Recent Scholarship

Professor Nathalie Laidler-Kylander Explores "The Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy, and Affinity"

The Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy, and Affinity, co-authored by Nathalie Laidler-Kylander and Julia Shepard Stenzel

The Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy, and Affinity is a new book that can help nonprofits more effectively manage their brands to further their missions. Drawing on interviews with over 70 organizations, the book explores how nonprofit organizations are developing and implementing new ways of building and managing their organizational brands. The Brand IDEA framework outlines the concepts of Integrity, Democracy, and Affinity: aligning the brand with the organization's mission and values, engaging internal and external stakeholders in defining and communicating the brand, and leveraging the brand to support partnerships and collaboration. Examples include: how Special Olympics transitioned from a state of brand confusion to a clear brand identity that has increased cohesion and consistency, how Lincoln Center for the Performing Arts transformed patrons into brand ambassadors, and how the Girl Effect freely offered its brand assets to partners to dramatically increase both reach and impact.

Read an excerpt from the book in Stanford Social Innovation Review

Follow us on Twitter