“We
also found that the role that brand played
internally was as critical to many of the
organizations we interviewed, as the external
role of the brand. Internally, a strong brand
drives cohesion and helps an organization build
the capacity and skills to implement its social
mission. Externally a strong brand results in
trust among its many constituents, be they
donors, beneficiaries, partners, or otherwise,
which enables the organization to have greater
impact. What makes a brand strong though is the
close alignment between internal brand identity
and external brand image, what we call brand
Integrity.”
Nathalie
Kylander,
Branding for Nonprofits: New Research, New
Insights,
Forbes.com,
March 1st, 2012
Adjunct Lecturer in Public Policy and Senior Research Fellow
Hauser Center for Nonprofit Organizations
Office Address
Belfer-113
Mailing Address
John F. Kennedy School of Government
Mailbox 143
79 JFK Street
Cambridge, MA 02138
Contact
Email: Nathalie_Laidler-Kylander@hks.harvard.edu
HKS Directory Info
Profile
Nathalie Laidler-Kylander is an Adjunct Lecturer in Public Policy and Senior Research Fellow at the Hauser Center. Nathalie also currently teaches at the Fletcher School, Tufts University and the China Europe International Business School in Shanghai. Nathalie's prior work experience includes several senior marketing positions in both the private and public sectors. She holds a BSc in Biochemistry, an MBA from Harvard Business School and a PhD from the Fletcher School. Nathalie has written numerous case studies in the fields of International Marketing and Nonprofit Branding and has published a case book on Nonprofit Brands as well as several articles on Nonprofit Brand Equity. Herrecent research interests continue to focus on the role of nonprofit brands and the emergence of the forth sector. Nathalie lives in Hingham, MA with her husband and four children.
Learn More
The Role of Brand in the Nonprofit Sector Stanford Social Innovation Review
Branding for Nonprofits: New Research, New Insights Forbes.com
