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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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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!


Why The Innovation Gap is Widening?


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?


Forces Driving Libraries Into Obsolescence…


Force 1: Lifestyles


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


…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


Force 3: Complexity


20% Databases = 80% Usage…Why?


Compare that with this…


Force 3: Budget Crunch


Force 4: Brand Image


Library =

Not eBooks!


What is a Brand and… Why does it matter?


How do you Feel about…?


And How do you Feel about…?


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!


When a Brand goes wrong…learning from…


Established in 1888

Eastman Kodak


What went wrong?

1888 - 100%

2012 - Bankruptcy


Failing to Stay Ahead Is Bad for Your Business…


How Do Winning Brands Win?


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


Seek First to Understand, Then to be Understood…


Mexico Lower Income Town


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


Students Lifestyle Segmentation

Geeks & Gamers & Gadget Guys

Greeks

Athletes


Students Lifestyle Segmentation

Activists

Artists

Student Leaders


Students Life Stages Segmentation

  • Pre-Freshmen

  • First-Semester Freshmen

  • Second-Semester Freshmen – Junior

  • Juniors and Seniors

  • Final-Semester Seniors


Be Unique…Not Better


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!

70% Innovators’ Skills are learnable!


Application in Libraries…

Be A Listener First And Foremost

Be Unique…Not Better


Invisible Web = 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


Think Different

Make VISIBLE the INVISIBLE Web

Visible Web

Invisible Web

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


Think Different

Make VISIBLE the INVISIBLE Web


Think Different

Make VISIBLE the INVISIBLE Web


The Winning Brand Tips List

Be A Listener First And Foremost

Be Unique…not Better!

Be Simple & Focused = Less Is More


Simplicity…Which one feels better?


Or this one…?


Or this one? #1 University Worldwide


Or this one? #1 Only Encyclopedia


Or this one? #1 Search Engine


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


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


Online Community


What Makes Strong These Brands?

Their ONLINE COMMUNITIES!


Is Facebook addictive?

“Status” Anxiety?


Impact of Social Networks


Application in Libraries…

Built into the Library Environment

Be Socially Rewarding: Belonging & Respect


Alpheus Bingham

Vice-President Research and Development

Late 1990s

Aviation Eng.

Biologist

Mathematician

Physicist

OUTSIDERS:


Corporate Crowdsourcing: Starbucks


Corporate Crowdsourcing: Nokia


Public Crowdsourcing: One Billion Minds


Academic Crowdsourcing: iBridge


Academic Crowdsourcing: KiwiNet


Library Crowdsourcing: Mendeley


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


Introduction of Water Boiling in a Peruvian Village

“Los Molinas”

200 Families


Diffusion of Hybrid Seed Corn in Iowa

1928…

+ 20% More yield

More drought resistant

More suited for mechanical harvesting


Diffusion of Hybrid Seed Corn in Iowa

Farmers Adoption

After 14 Years = 98%

3 Years Later = 40%

After 5 Years = 10%


Innovation Adopters Categories


A Winning Library Brand Checklist

Be A Listener First And Foremost

Be Unique…not Better!

Be Simple & Focused = Less Is More

Be Socially Rewarding: Belonging & Respect

Befriend Opinion Leaders


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