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 Crick and Watson Issac Newton Charles Darwin Alan Turing Ernest Rutherford
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
Driving the Future Grasping the Past 50% Of Kary Mullis’ Recommended Books Are At Least 50 Years Old!
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?
After World War II… Births rate in US End of second World War II
Future College Students 1994-Today Current College Students 1986-1993 1965-1985 1946-1964
…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
In the future, libraries may fall further behind… World Wide Web Library
Library = Not eBooks!
Branding = Battle of Perceptions Better H2O? US$ 5 per Liter US$ 0,50 per Liter Better Time? US$ 12 US$ 8,000
The Explosion of Choice Potato Chip = 522 Products www.walmart.com Toothpaste= 209 Products www.walmart.com
The Explosion of Choice Do you want a laptop? = 189 Products www.helpingindia.com Marketing Book = 507,000 Titles www.amazon.com
The Explosion of Choice Do you want an Open Access Digital Library? = 2,000+
625,329,303 Web Sites Source: Net craft on November 2012 in Web Server Survey
The works of our brain… COGNITIVE FLUENCY How does the brain choose among a mind-boggling number of choices?
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.
How to Cure Your Cholesterol? LIPITOR? ATORVASTATIN?
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.
The works of our brain… COGNITIVE FLUENCY ARE MORE COGNTIVELY FLUENT THAN ANY LIBRARY BRAND!
Established in 1888 Eastman Kodak
What went wrong? 1888 - 100% 2012 - Bankruptcy
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
Ariel Ultra Laundry 1980s “Half Amount = Twice Performance”
Downy Single Rinse Softener Year 2000s = “Living It”
Application in Libraries… Be A Listener First And Foremost