Thursday, November 21, 2013

FRONTLINE WITH FACULTY SERIES: The Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy and Affinity

NATHALIE LAIDLER-KYLANDER | Lecturer in Public Policy, Harvard Kennedy School
Thursday, November 21
4:15 – 5:15 pm
Belfer, Weil Town Hall, Lobby Level
Harvard Kennedy School

Nathalie Laidler-Kylander will discuss a new framework for nonprofit brand management, as presented in her newly published book, The Brand IDEA: Managing Nonprofit Brands with 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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a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 processes, shared values, and the development of key partnerships. The result 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.

Nathalie Laidler-Kylander is a Lecturer in Public Policy and Senior Research Fellow at the Hauser Institute. 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. Her recent 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.

The Frontline with Faculty Seriesis a venue for Harvard faculty affiliated with the Hauser Institute to share their work and research with faculty colleagues, as well as students in an informal setting that will allow for spirited discussion, debate and exchange.