CHAPTER 8

Implementing the Brand IDEA: What to Do and How to Do It

Now that we have introduced the three concepts of the brand IDEA, we move to a discussion of how to put this framework into action. We have gained a deeper understanding of the role of brand and the brand IDEA framework through our research and interviews with the organizations whose voices permeate the preceding chapters, and this chapter builds on that learning and experience. These organizations have taken a variety of approaches to strengthening their brand and using their brand in strategic ways to further their mission and drive social impact. A number of organizations we interviewed have already incorporated the brand IDEA concepts into their rebranding efforts, using ...

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