Topic 8: Part 1 - Selling Libraries and Librarians How to Brand My Library for 21st Century? ???:???? - ?????????? ????21????????? - PowerPoint PPT Presentation

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Topic 8: Part 1 - Selling Libraries and Librarians How to Brand My Library for 21st Century? ???:???? - ?????????? ????21?????????

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Title: Topic 8: Part 1 - Selling Libraries and Librarians How to Brand My Library for 21st Century? ???:???? - ?????????? ????21?????????


1
Topic 8 Part 1 - Selling Libraries and
LibrariansHow to Brand My Library for 21st
Century???????? - ??????????????21?????????
  • Paul Gandel
  • Singapore Management University
  • Syracuse University

.
2
Creating a New Library Brand ???????????


Its About Communicating Who You Are ???? ?????
And Why Anyone Should Care! ??????????!
3
Creating a Successful Brand???????????
People must picture You in their
lives! ???????????
4
Evolution of Marketing ?????
  • Featureswhat it has
  • Benefitswhat it does
  • Experiencewhat youll feel
  • Identificationwho you are
  • ??-????
  • ??-?????
  • ??-?????
  • ??-???

5
Branding is Not Simply About Awareness!??????????
!
  • Branding is the most misunderstood concept in
    all of marketing, even among so-called
    professionals. For example, people think
    successful branding is about awareness. It isn't.
    After all, everyone knows about cancer, but how
    many people actually want it?
  • Bob Frankel

??????????????????, ??????????????????,??????????
?????????????????,???????????, ????????????? Bob
Frankel
6
Its really all about.VISION!?????????!
  • Who are you?
  • And why should it matter?
  • Does it move me?
  • Does it excite me?
  • ????
  • ??????????
  • ??????
  • ??????

7
But Branding is More than Just a Vision??????????
That Vision must reflect reality and be
Built from your strengths!
???????????
???????!
8
Branding Cant Be Left up to the Communications
Group????????????
  • Branding is so fundamental to a companys or
    organizations worth that it cant be left up to
    the communications group.
  • Brand Steward Key role for leadership
  • Collective power of the individuals in the
    organization that provides and sustains the
    competitive advantage and value of the brand
  • Branding Defines Your organization and Your
    organization is defined by its Shared Vision.
  • ??????????????????,?????????
  • ???? -????????
  • ????????????????????????
  • ???????????????????????

9
Branding Examples from Industry?????????..
10
What is the the Library Brand????????
11
The Challenge of Losing Brand Exclusivity???????
??
12
Perceptions of Libraries and Librarians??????????
?
13
More Perceptions..?????
14
Library Brand ??????OCLC - Perceptions of
Libraries and Information Resources (2005) OCLC
- ????????????
  • Libraries, their resources and services, are
    increasingly less visible to the public
  • Books is the predominant idea associated with the
    library brand
  • Library users like self servicedo not seek
    assistance
  • Libraries are staffed by friendly people
  • Strong attachment to the idea of library
  • That library resources and librarians add value
    to information search was not disputed by
    respondents, but the data suggest that the
    relevancy and lifestyle fit of that value are in
    question.
  • time to rejuvenate the library brand.
  • ?????????,???????????
  • ???????????????
  • ????????????-?????
  • ???? ???????
  • ?????????
  • ?????????,???????????????????????,?????,??????????
    ????????????.
  • ?????????????

15
Did not use the library Undergraduate Student
Comments(Connoway Dervin OCLC Sense
MakingInformation Confluence)????????????(?????
????????-?????????)
  • The library is a good source if you have several
    months.
  • Hard to find things in library catalog.
  • Tried physical library but had to revert to
    online library resources.
  • Yeah, I don't step in the library anymore
    better to read a 25-page article from JSTOR than
    250-page book.
  • Sometimes content can be sacrificed for format.
  • ??????,??????????
  • ?????????????????
  • ?????????,???????????????
  • ?,???????????JSTOR????????????250????
  • ?????????????

16
Library Brand Visions ???????
  • Ready access and excellent service
  • center of intense intellectual inquiry
  • is an essential and vital component of campus
    intellectual life
  • embrace change
  • best collections, strongest service,
    state-of-the-art technology
  • center for learning and intellectual discovery
  • libraries the universitys competitive
    advantage
  • ???????????...
  • ?????????
  • ????????????????????
  • ????
  • ?????,?????,?????
  • ??????????
  • ??????????

17
The Librarian DilemmaA Case Study??????? - ????
  • Suzanne Thorin, dean of libraries at Syracuse
    University talked the talk in November at
    Educause, urging a crowd of university librarians
    to move on to a new concept of what the
    university library is in her view, a place
    with fewer books and more space for students to
    sit around and access library resources on their
    laptops. But when Thorin tried to walk the walk a
    week later, she found her path obstructed by
    hundreds of outraged students and professors who
    chafed at her plan to ship many volumes to remote
    storage.
  • Inside Higher Education
  • ????,???????????11??Educause???????,????????????
    ??????????????-????,?????????????????????????????
    ??????????????,?????????,?????????,???????????????
    ???????????????
  • ??????

18
The Librarian DilemmaA Case Study???????? - ????
  • Thorin might have been visionary in her plan to
    relieve the library of some of its print
    collection in an effort to cut library costs, but
    she was naïve if she thought it wouldnt meet
    with resistance on campus.
  • Inside Higher Education
  • ????????,???????????????????????,???????????????
    ???,???????
  • ??????
  • This current trend by librarians to destroy real
    education is appalling and must be resisted at
    all costs.
  • Annonymous Poster
  • ???????????????????,???????????
  • ?????

19
Selling the Right Brand Vision byAsking the
Right Question
????????????????
  • What is the Role of the Library?
  • What is the Role of the Librarian?
  • What is the Role of the Organization?
  • What is the Role of the Building?
  • ??????????
  • ???????????
  • ?????????
  • ??????????

20
Create Something New! ???????
21
Group Exercise ????
  • Your President has been reading articles about
    the coming of e-books and is wondering whether
    there is still really a need for libraries
  • Devise a strategy to sell your president on the
    need for your library and libraries. What is the
    library brand you are selling?
  • ????????????????????,????????????????
  • ??????,???????,??????????????????????????
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