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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

Brand Leadership for Librarians

Re-inventing The Library Brand For Success in a Digital Future…

slide2

Walter Kny

Global Strategic Partnerships Director

slide3

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?
after world war ii
After World War II…

Births rate in US

End of second World War II

slide13

Future College Students

1994-Today

Current College Students

1986-1993

1965-1985

1946-1964

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

library
Library =

Not eBooks!

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

slide34

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.

slide38

The works of our brain…

COGNITIVE FLUENCY

ARE MORE COGNTIVELY FLUENT THAN ANY LIBRARY BRAND!

slide40

Established in 1888

Eastman Kodak

slide41

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
slide55

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!

70% Innovators’ Skills are learnable!

application in libraries1
Application in Libraries…

Be A Listener First And Foremost

Be Unique…Not Better

slide61

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)

think different
Think Different

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

Make VISIBLE the INVISIBLE Web

think different2
Think Different

Make VISIBLE the INVISIBLE Web

the winning brand tips list1
The Winning Brand Tips List

Be A Listener First And Foremost

Be Unique…not Better!

Be Simple & Focused = Less Is More

the winning brand tips list2
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

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

what makes strong these brands
What Makes Strong These Brands?

Their ONLINE COMMUNITIES!

is facebook addictive
Is Facebook addictive?

“Status” Anxiety?

application in libraries2
Application in Libraries…

Built into the Library Environment

Be Socially Rewarding: Belonging & Respect

slide79

Alpheus Bingham

Vice-President Research and Development

Late 1990s

Aviation Eng.

Biologist

Mathematician

Physicist

OUTSIDERS:

the winning brand tips list3
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

diffusion of hybrid seed corn in iowa
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 iowa1
Diffusion of Hybrid Seed Corn in Iowa

Farmers Adoption

After 14 Years = 98%

3 Years Later = 40%

After 5 Years = 10%

a winning library brand checklist
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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