Brand leadership for librarians
Download
1 / 92

Brand Leadership for Librarians - PowerPoint PPT Presentation


  • 94 Views
  • Uploaded on

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 .

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Brand Leadership for Librarians' - faxon


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
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
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
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
Driving the Future Grasping the Past

50% Of Kary Mullis’ Recommended Books Are At Least 50 Years Old!



Agenda
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?



Force 1 lifestyles

Force 1: Lifestyles


After world war ii
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


Force 2 competition

Force 2: Competition


Are the starting point for academic research
…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



Force 3 complexity

Force 3: Complexity






Library
Library =

Not eBooks!


What is a brand and why does it matter

What is a Brand and… Why does it matter?




Branding battle of perceptions
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
The Explosion of Choice

Potato Chip = 522 Products

www.walmart.com

Toothpaste= 209 Products

www.walmart.com


The explosion of choice1
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 choice2
The Explosion of Choice

Do you want an Open Access Digital Library? = 2,000+


625 329 303 web sites
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
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
How to Cure Your Cholesterol?

LIPITOR?

ATORVASTATIN?


Want to work out watch the font
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
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
Ariel Ultra Laundry 1980s

“Half Amount = Twice Performance”


Downy single rinse softener
Downy Single Rinse Softener

Year 2000s = “Living It”


Application in libraries
Application in Libraries…

Be A Listener First And Foremost


Students lifestyle segmentation
Students Lifestyle Segmentation

Geeks & Gamers & Gadget Guys

Greeks

Athletes


Students lifestyle segmentation1
Students Lifestyle Segmentation

Activists

Artists

Student Leaders


Students life stages segmentation
Students Life Stages Segmentation

  • Pre-Freshmen

  • First-Semester Freshmen

  • Second-Semester Freshmen – Junior

  • Juniors and Seniors

  • Final-Semester Seniors



Innovative Idea #2: The Macintosh User Interface, Operating System, and Mouse…

Innovative Idea #1: Personal Computers Should Be Quiet and Small

Innovative Idea #3: Desktop Publishing on the Mac


Anyone here can be like steve jobs
Anyone here can be like Steve Jobs! System, and Mouse…

70% Innovators’ Skills are learnable!


Application in libraries1
Application in Libraries… System, and Mouse…

Be A Listener First And Foremost

Be Unique…Not Better


Invisible Web = System, and Mouse…50 Times More Academic Content!!!

Visible Web

Google

Yahoo

Baidu

20% Academic

Invisible Web

50% Academic

(a) Deep Web Research 2012 by Marcus P. Zillman

(b) WorldWideWebSize.com April 29, 2012

Total Web = 1 Trillion Pages (a)


Invisible Academic Content System, and Mouse…


Think different
Think Different System, and Mouse…

Make VISIBLE the INVISIBLE Web

Visible Web

Invisible Web

Transforming a Library From a Source of Information to one of Insights


Think different1
Think Different System, and Mouse…

Make VISIBLE the INVISIBLE Web


Think different2
Think Different System, and Mouse…

Make VISIBLE the INVISIBLE Web


The winning brand tips list1
The Winning Brand Tips List System, and Mouse…

Be A Listener First And Foremost

Be Unique…not Better!

Be Simple & Focused = Less Is More



Or this one
Or this one…? System, and Mouse…



Or this one 1 only encyclopedia
Or this one? #1 Only Encyclopedia System, and Mouse…


Or this one 1 search engine
Or this one? #1 Search Engine System, and Mouse…


The winning brand tips list2
The Winning Brand Tips List System, and Mouse…

Be A Listener First And Foremost

Be Unique…not Better!

Be Simple & Focused = Less Is More

Be Socially Rewarding: Belonging & Respect


Do you know what small feature helped amazon com to become the world s biggest online bookstore

Do you know what small feature helped System, and Mouse…Amazon.com to become the world’s biggest online Bookstore?


Online Community System, and Mouse…


What makes strong these brands
What Makes Strong These Brands? System, and Mouse…

Their ONLINE COMMUNITIES!


Is facebook addictive
Is System, and Mouse…Facebook addictive?

“Status” Anxiety?


Impact of social networks
Impact of Social Networks System, and Mouse…


Application in libraries2
Application in Libraries… System, and Mouse…

Built into the Library Environment

Be Socially Rewarding: Belonging & Respect


Alpheus Bingham System, and Mouse…

Vice-President Research and Development

Late 1990s

Aviation Eng.

Biologist

Mathematician

Physicist

OUTSIDERS:



Corporate crowdsourcing nokia
Corporate Crowdsourcing: Nokia System, and Mouse…



Academic crowdsourcing ibridge
Academic Crowdsourcing: System, and Mouse…iBridge


Academic crowdsourcing kiwinet
Academic Crowdsourcing: System, and Mouse…KiwiNet


Library crowdsourcing mendeley
Library Crowdsourcing: System, and Mouse…Mendeley


The winning brand tips list3
The Winning Brand Tips List System, and Mouse…

Be A Listener First And Foremost

Be Unique…not Better!

Be Simple & Focused = Less Is More

Be Socially Rewarding: Belonging & Respect

Befriend Opinion Leaders


Introduction of water boiling in a peruvian village
Introduction of Water Boiling in a Peruvian Village System, and Mouse…

“Los Molinas”

200 Families


Diffusion of hybrid seed corn in iowa
Diffusion of Hybrid Seed Corn in Iowa System, and Mouse…

1928…

+ 20% More yield

More drought resistant

More suited for mechanical harvesting


Diffusion of hybrid seed corn in iowa1
Diffusion of Hybrid Seed Corn in Iowa System, and Mouse…

Farmers Adoption

After 14 Years = 98%

3 Years Later = 40%

After 5 Years = 10%


Innovation adopters categories
Innovation Adopters Categories System, and Mouse…


A winning library brand checklist
A Winning Library Brand Checklist System, and Mouse…

Be A Listener First And Foremost

Be Unique…not Better!

Be Simple & Focused = Less Is More

Be Socially Rewarding: Belonging & Respect

Befriend Opinion Leaders


ad