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Brand Leadership for Librarians

Brand Leadership for Librarians. Re-inventing The Library Brand For Success in a Digital Future…. Walter Kny Global Strategic Partnerships Director. What’s The Criteria?. KNOWLEDGE PRODUCTION. 60% Research!. Their Research Impact…. 179 Nobel Prize Winners!. Harrison Schmitt .

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Brand Leadership for Librarians

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  1. Brand Leadership for Librarians Re-inventing The Library Brand For Success in a Digital Future…

  2. Walter Kny Global Strategic Partnerships Director

  3. What’s The Criteria? KNOWLEDGE PRODUCTION 60% Research!

  4. Their Research Impact… 179 Nobel Prize Winners! Harrison Schmitt Crick and Watson Issac Newton Charles Darwin Alan Turing Ernest Rutherford

  5. Building Blocks of Innovative Papers Step 3: Primary Sources Autobiographiescorrespondencedescriptions of traveldiariesliterary worksinterviewspersonal narrativespaintings and photographs  Step 2: Secondary Sources Biographiesprior books & papers on a topicliterary criticism & interpretationhistory & historical criticismpolitical analysesreviews of law and legislationessays on morals and ethicsanalyses of social policystudy and teaching material  Step 1: Tertiary Sources Abstractsbibliographieschronologiesclassificationsdictionaries & encyclopediasdirectoriesguidebooks and manualspopulation registersstatistics 

  6. Driving the Future Grasping the Past 50% Of Kary Mullis’ Recommended Books Are At Least 50 Years Old!

  7. Why The Innovation Gap is Widening?

  8. Agenda • Forces Driving Libraries Into Obsolescence • What is a brand and why does it matter? • When a brand goes wrong… • How do winning Brands win? • How can the Library Brand win?

  9. Forces Driving Libraries Into Obsolescence…

  10. Force 1: Lifestyles

  11. After World War II… Births rate in US End of second World War II

  12. Future College Students 1994-Today Current College Students 1986-1993 1965-1985 1946-1964

  13. Force 2: Competition

  14. …Are The Starting Point For Academic Research 2010 2005 92% Convenience, Simplicity and “Social Coolness” have driven their explosive growth Source: OCLC USA Perception of Libraries 2010 – College Students

  15. In the future, libraries may fall further behind… World Wide Web Library

  16. Force 3: Complexity

  17. 20% Databases = 80% Usage…Why?

  18. Compare that with this…

  19. Force 3: Budget Crunch

  20. Force 4: Brand Image

  21. Library = Not eBooks!

  22. What is a Brand and… Why does it matter?

  23. How do you Feel about…?

  24. And How do you Feel about…?

  25. Branding = Battle of Perceptions Better H2O? US$ 5 per Liter US$ 0,50 per Liter Better Time? US$ 12 US$ 8,000

  26. The Explosion of Choice Potato Chip = 522 Products www.walmart.com Toothpaste= 209 Products www.walmart.com

  27. The Explosion of Choice Do you want a laptop? = 189 Products www.helpingindia.com Marketing Book = 507,000 Titles www.amazon.com

  28. The Explosion of Choice Do you want an Open Access Digital Library? = 2,000+

  29. 625,329,303 Web Sites Source: Net craft on November 2012 in Web Server Survey

  30. The works of our brain… COGNITIVE FLUENCY How does the brain choose among a mind-boggling number of choices?

  31. Which Company to Invest In? “Forest Laboratories” Or… “Allergan Ligand Retinoid Therapeutics” “Google” Or… “Albuquerque Western Solar Industries” Source: Company Name Fluency, Investors Recognition and Firm Value. Sept. 2011. T. Clifton Green and Russell Jame.

  32. How to Cure Your Cholesterol? LIPITOR? ATORVASTATIN?

  33. Want to Work Out? Watch the Font! 8 Minutes to Do 15 Minutes to Do Preference Fluency in Choice by NATHAN NOVEMSKY, RAVI DHAR, NORBERT SCHWARZ, And ITAMAR SIMONSON*. August 2007.

  34. The works of our brain… COGNITIVE FLUENCY ARE MORE COGNTIVELY FLUENT THAN ANY LIBRARY BRAND!

  35. When a Brand goes wrong…learning from…

  36. Established in 1888 Eastman Kodak

  37. What went wrong? 1888 - 100% 2012 - Bankruptcy

  38. Failing to Stay Ahead Is Bad for Your Business…

  39. How Do Winning Brands Win?

  40. The Winning Brand Tips List Be A Listener First And Foremost Be Unique…not Better! Be Simple & Focused = Less Is More Be Socially Rewarding: Belonging & Respect Befriend Opinion Leaders

  41. Seek First to Understand, Then to be Understood…

  42. Mexico Lower Income Town

  43. Ariel Ultra Laundry 1980s “Half Amount = Twice Performance”

  44. Downy Single Rinse Softener Year 2000s = “Living It”

  45. Application in Libraries… Be A Listener First And Foremost

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