While branding has been traditionally perceived as a tool for fundraising and public relations, nonprofits can take a new approach to brand management that effectively drives their mission and maximizes impact. In this audio lecture from Stanford Social Innovation Review’s Nonprofit Management Institute, Harvard researcher Nathalie Kylander challenges traditional branding principles and proposes a new framework for developing a more strategic brand. By examining the concepts of brand democracy and brand affinity, Kylander discusses how a strategic brand can create greater social impact and tighter organizational cohesion. She examines what successful branding looks like in the nonprofit sector and how the rise of social media and technological change can drive the development of a clear, strong, well-managed brand.
Nathalie Kylander is a lecturer in Public Policy at Harvard Kennedy School and Senior Research Fellow at Harvard’s Hauser Center for Nonprofit Organizations. She is also an adjunct assistant professor of International Business at Tufts University’s Fletcher School, and a visiting professor at the China Europe International Business School in Shanghai. Kylander’s prior work experience includes several senior marketing positions in the private and public sectors. She holds an MBA from Harvard Business School and a PhD from the Fletcher School, and recently co-authored “The Role of Brand in the Nonprofit Sector” in the Stanford Social Innovation Review. Her research interests continue to focus on nonprofit brands and the emergence of the fourth sector, and she is currently working on a book on nonprofit branding to be published by Jossey-Bass in 2013.